Most app downloads come from searches within the stores. App Store Optimisation (ASO) improves how often your app appears and how many people install it after seeing it.
Visibility factors
- App title and subtitle (iOS) / short description (Google Play) with your most important keywords
- Keyword field on iOS (not visible to users)
- Full description on Google Play – indexed for search
- Ratings and reviews – quantity, average and recency
- Downloads and engagement – usage and retention signals
Conversion factors
- Icon: recognisable and clear at small sizes
- Screenshots: show benefits, not just screens; add short captions
- Preview video: demonstrate the core experience quickly
- First lines of the description: the key value proposition
- Ratings displayed prominently
Keyword research
Find terms users actually type, consider competitors and balance volume with relevance. Localise keywords for each language – German users search differently from English users.
Ratings strategy
Ask for reviews at positive moments (after a successful booking), using the official in-app review prompts. Respond to reviews and fix the issues they mention.
Localisation
Translate and adapt title, description and screenshots for each target market.
A/B testing
Google Play offers store listing experiments; Apple offers product page optimisation. Test icons, screenshots and texts.
Track results
Impressions, page views, conversion rate, installs by source and keyword rankings.
Beyond the store
Your website, social media, ads and QR codes in physical locations drive additional downloads.
We include ASO in our app launches and ongoing app marketing.