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7 Steps to Crushing App Store Optimization: A Checklist

| January 10, 2017
App store optimization is fundamental to your app success.


2017 is here. New year, new goals, so it’s time to make some changes. We’re not building apps just for the sake of building. We’re building products that will change the world and make people’s lives easier. Right?! I don’t know about you, but I say we start the year off on the right foot. It’s time to look back at your apps and make sure you’re applying the best strategies for app store optimization (ASO).

While straight forward, these 7 app store optimization strategies are often overlooked or seen as an afterthought. Here are just a few reasons why you shouldn’t be ignoring these crucial steps to getting your app noticed.


It goes without saying that keywords are integral to your ASO strategy and you should be using them if you aren’t already. Keywords work to help bring your app to the top of the search results when users are searching for a particular app that matches your app’s description. Take some time to do a thorough keyword research to find what’s trending and mostly searched for on search engines and app stores. There are a good amount of keyword tools available such as

App Icon

Your app icon is important because it is typically the first thing that people see. It should evoke your company’s purpose while also keeping simplicity. Avoid having text in your app icon; use single images and have a single focus point. Borders are typically helpful. Design your app icon so that it stands strong against the millions of other apps that are in the app store (and that will eventually be on your user’s phone). Uber, Shyp, Lyft and Kayak are all great examples of simple but effective app icons that use either use a single image with focus point, simple text, or a single letter.

App Name

What’s in a name anyway? A lot when it comes to apps! Similar to your app icon, your name should describe your company’s purpose. Keep in mind that your app name doesn’t necessarily have to be the same name as your company. In many cases it may make sense to have a completely separate name, treating it as it’s own mobile-first product entity. You want your app name to be memorable and to compliment the app icon. It’s extremely important to have your keyword in your app name since this will help for app store optimization when users are doing a search.

App Description

Create a description that clearly describes what your app does and why the user should download it. This is your chance to convince the reader that your app is just the app that he or she needs. Be persuasive. Get to the point as soon as you can since you typically only have a reader’s attention within the first lines. Use bullets to list out any specific features. One more thing about app descriptions — don’t be bashful, be sure to mention any awards, press mentions or notable reviews.

App Screenshots

People want to know what they’re getting before they commit. This same habit applies to app downloading. People want to have an idea of what they’re getting into before they download yet another app on their phone. Your app screenshots give you an opportunity to showcase what your app is about. Provide your best, most descriptive screenshots to help entice the user to download your app. Similar to your description, put your best screenshots upfront as users are likely to judge your app by the first 3 screenshots that they see. The main point of your screenshot is to give the user a preview of what to expect from your app. Include one line of text that simply, but purposefully, describes what your app will do.

App Promo Video

Having a preview video that helps give a better visual of your app is never a bad way to go. Videos help piece the app together all in one instance. Preview videos have shown a better conversion rate in app downloads. Demonstrate your app’s key benefits within the first few seconds. Don’t lose your potential user by waiting too long to get to the point of what your app does.


Reviews & Ratings

This one is simple. Higher app ratings lead to higher app rankings. So needless to say, you want as many positive reviews as possible. At launch ask friends and family to review and rate your app. As you begin to get more downloads, prompt your users for reviews, reminding them to rate your app, especially repeat users. Keep in mind that after each update, your reviews go back to zero, so remember to continuously encourage reviews after any app updates.


Looking to launch an app? Want to improve your ASO strategies? Get in touch with us, we love chatting ASO!

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