App Store Optimisation (ASO) Checklist

Define target audience and priority markets

List user personas, devices, and countries to focus localisation and keywords.

Research high-value keywords using ASO tools

Use tools (Sensor Tower, AppTweak, MobileAction) and store search suggestions for volume and difficulty.

Select the primary keyword for the app title

Choose the most relevant keyword that balances traffic and competition for your core value.

Craft app title including the primary keyword

Keep the title concise, readable, and within store character limits while including the primary keyword.

Create a concise subtitle using secondary keywords

Summarise the main benefit and include a secondary keyword naturally.

Write an app description with natural keyword placement

Lead with value, use short feature bullets, and avoid keyword stuffing for readability.

Localize title, subtitle, and description for top markets

Prioritise markets by installs and revenue; adapt messaging and keywords culturally.

Design 3–5 store screenshots highlighting top features

Show core flows, benefits, and a clear CTA in the first two frames.

Write short caption for each screenshot

Use action-focused captions that reinforce the visual and include a small keyword when natural.

Use device mockups and clear visual hierarchy in screenshots

Ensure text is legible at thumbnail size and focal points are obvious.

Create a 15–30s preview video for the top slot

Show the core experience quickly, include captions, and end with a call to action.

Implement A/B tests for icon, screenshots, and first impressions

Run controlled tests, track conversion lift, and keep tests running long enough for significance.

Optimize the app icon for clarity at small sizes

Simplify shapes, boost contrast, and test visibility against different backgrounds.

Implement in-app review prompts at optimal moments

Trigger after a successful action or clear positive engagement to raise rating likelihood.

Respond to user reviews with helpful, timely replies

Acknowledge issues, give steps to resolve, and invite private follow-up when needed.

Analyze competitor keyword gaps and update metadata

Identify keywords competitors rank for that you don't and add relevant, high-fit terms.

Track store conversion metrics and user acquisition performance

Monitor impressions-to-install, installs, retention, and A/B test results for decisions.

Schedule regular metadata updates and A/B tests every 2–4 weeks

Plan iterative changes, document results, and avoid changing too many variables at once.