A Complete ASO Guide for iOS Apps

Since 2008, the App Store has become a leading, secure marketplace. However, as of Q3 2023, while Google Play and Apple collectively offer 6 million apps, the Apple Store has only 1.8 million, just 30% of the market share. This is due to Apple's strict review process. Understanding and implementing iOS ASO is crucial for developers to thrive.

If you intend to ASO in the iOS App Store, it is essential to delve into various differences and understand the impact of each factor on app rankings. Below, we will provide an intuitive overview of all the ranking factors in the App Store and explain each one in detail.

App Name

The app name must be unique, clear, and explain the app's function. With only 30 characters, there's limited space for multiple keywords. Avoid using performance keywords like "best" or "#1" to maintain clarity and avoid misleading users.

Analyzing competitors' app names and subtitles is crucial for identifying high-traffic keywords. Using relevant keywords not utilized by competitors can improve keyword ranking. Balancing branding and keyword optimization is vital for positively impacting conversion rates.

App Subtitle

With a 30-character limit, app subtitle appears in search results and on the product page. Incorporating relevant keywords reflecting your app's features is essential, avoiding repetition of app name keywords. Subtitles are vital for keyword and conversion rate optimization.

To ensure visibility, stay within 24 characters, as top charts may truncate to 20 characters and App Store Browse to 24 characters.

App Description

While app description doesn't affect app rankings, it controls how your app is presented, especially to engaged visitors.

The initial five lines are pivotal, summarizing your app before "show me more". It attracts high-quality users and can lead to higher retention rates.

Addressing the target audience, focus on creating a compelling opening, detailing functionality, highlighting features, and providing administrative information.

App icon

The app icon is visually crucial in the App Store, particularly for Browse traffic and user perception in top results or in-app purchases.

Designing the right icon involves examining competitors' styles and experimenting with colors, variations, and graphics to identify the most effective design.

App Screenshots

Adhering to best practices is essential when optimizing app screenshots:

The first three screenshots have the most impact, so visually connecting them with consistent design, background, or colors is beneficial.
Use short captions and large fonts for readability on smaller screens.
Avoid overly complex visuals, considering users with smaller devices.
While many screenshots show apps within an iPhone, adding simplified images can enhance understanding for users.
Localize screenshots for different languages and markets, considering cultural specifics.
Uploading images for three display types with specific pixel requirements in App Store Connect can be time-consuming, especially for multiple localizations. Planning resources for graphic creation and modification well in advance is crucial, especially considering the varying screen sizes of iOS devices.

App Preview Video

The preview video takes the first spot in the assets row, appearing before screenshots. It's displayed in App Store Search, giving users a glimpse before they visit the product page.

You can upload up to three preview videos, but only one shows in portrait mode with two app screenshots. In landscape mode, only the preview video is visible.

Best practices include focusing on the in-app experience, highlighting key features early, adding captions for soundless viewing, A/B testing user preferences, and using prominent keywords in video captions.

In our upcoming tutorials, we will delve deeper into ASO Guide for Android Apps.

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