App store optimization (ASO) is the process of enhancing a mobile app’s visibility and appeal within app stores to increase organic downloads. For effective ASO, ASO specialists craft compelling visuals, optimize metadata, and do more to attract users, encourage engagement and retention, and ensure their apps enjoy high rankings.
Find a vast wealth of helpful information about how to create products that can do well on App Store charts in this video with Frank Spillers: Service Designer, Founder and CEO of Experience Dynamics.
App store optimization (ASO) is a strategic process. Brands want their apps to stand out in app stores like Apple’s App Store and Google Play, achieve high conversion rates, and retain loyal users and customers. To do this, they must optimize various elements of the app’s listing—such as the title, keywords, description, visuals, and user reviews—to enhance discoverability and encourage downloads.
Some designers might think once they’ve “signed off” on an app and it’s launched, all they must do is follow how it performs and make refinements over time. However, they may have an active part to play in how their app shows up in the store—and fares in the marketplace, particularly when collaborating with their brand’s marketing team. ASO plays a critical role in the success of any mobile app because it directly influences how easily users can discover and evaluate the app in crowded marketplaces like the Apple App Store or Google Play. While advertising campaigns can drive traffic, ASO ensures that an app can sustain visibility and attract the right users over time—without relying solely on paid efforts. With well over a million apps to choose from, that’s more than a little important.
ASO focuses on increasing an app’s organic discovery or visibility, meaning users find the app through searching or browsing in the app store—not because they clicked on an ad (inorganic discovery). Rather than go to the app store with a specific app in mind, many users search for a function—like “budget tracker” or “photo editor.” An app that’s well-optimized for relevant keywords appears higher in those search results, which makes it more likely to get noticed and downloaded.
Once the app appears in search results or featured lists, the listing needs to convert that attention into action. Elements like the app name, icon, screenshots, and reviews all shape a user’s perception in seconds. ASO ensures these elements align with what potential users expect and need. For instance, clear screenshots that highlight core features can answer user questions right away, boosting trust and encouraging downloads.
Imagine it’s the first time you want to find and install a photo editor app; “photo editor” on Google Play, for example, can turn up some popular results, including this one. A quick check on it shows through video and screenshots what the app can do for you.
© Google Play, PicsArt, Inc. Fair use
ASO ensures that users can find a brand’s app, understand what it does, and trust it enough to download. For UX designers, ASO extends beyond store rankings. It bridges the gap between the marketing promise and the user’s first impression—both in the app store and after download. A well-optimized listing sets accurate expectations, which the in-app experience must then fulfill. More specifically, good ASO helps in the following ways:
The app store listing is often the user’s first interaction with the product. Key elements like the app icon, name, preview images, and description shape user perception in seconds. These visual and textual components form a promise about the app’s purpose and quality, not to mention the trustworthiness of the brand behind it.
Marketing personnel working with the UX design team ensure that these assets are visually appealing and aligned with what the app delivers. Clear messaging, consistent visual style, and relevant previews reduce friction and build trust. Any mismatch between the listing and the actual experience leads to frustration, poor reviews, and uninstalls. A sobering truth is that many users uninstall apps without ever even using them.
Even the best-designed apps won’t succeed if users can’t find them. ASO helps apps appear in search results by optimizing titles, subtitles, and metadata for relevant keywords. UX designers contribute here as they research how users describe their needs, align app features with common search behavior, and ensure that language across the app and listing is consistent and intuitive.
Example: A fitness app that identifies and integrates a term like “home HIIT” (High Intensity Interval Training) into its listing can tap into a niche audience who are actively searching for that function. The result is more qualified downloads than might come from a more generalized “fitness” approach.
Discover what good discoverability can do for digital products and brands, in this video with Niwal Sheikh, Product Design Lead, Netflix.
Organic users—users who discover apps through search or browsing—are more likely to engage and convert than users who come in through advertisements. Effective ASO draws in these high-intent users without ongoing ad spending, and so it can help save money too. Brands help convert this traffic when they create listings that instantly communicate value, address pain points, and visually demonstrate real features.
For example, an “About this app” section should succinctly capture the value it can bring to users through real features. Users can instantly understand how it relates to their needs, often as a frequent “go-to.”
“Browse fast on Opera Mini, with Data Saving, News, Football Scores”—including more data, more downloads, and more—all about what you can do with the app.
© Opera, Fair use
Appearing in search is only half the battle. Users need a reason to click “Install.” Conversion depends on clarity, visual appeal, and perceived trust. UX professionals craft icons, screenshots, and preview videos that clearly show the app’s benefits and ease of use.
Example: A personal finance app with a quick preview of its budgeting dashboard gives users immediate insight into functionality, improving conversions over static feature descriptions.
When the app experience matches the store listing’s promise, users are more likely to stick around. Good UX reduces friction through clear onboarding, intuitive navigation, and helpful interactions—it builds user confidence and encourages long-term use.
Example: A productivity app that highlights its “minimalist UI” in screenshots and then actually delivers that simplicity in-app will earn user trust and improve retention. Apart from anything else, it reflects an honest brand.
User satisfaction directly impacts reviews and ratings—two elements that further influence search rankings and downloads. A seamless, thoughtful user journey encourages users to leave positive feedback. In the Digital Age, feedback flows fast and can make or break a brand’s app—and even the brand itself.
Example: After refining its onboarding and simplifying navigation, a recipe app finds its average rating rises from 3.6 to 4.4 stars, leading to a 20% increase in downloads within two months—success breeds success; people trust apps that do well.
In saturated app categories, ASO helps well-designed products stand out. Strong visuals, consistent messaging, and authentic alignment between what’s promised and what’s delivered can set an app apart.
Example: Two habit-tracking apps may offer the same core features, but the one that showcases a polished, calming interface and includes user testimonials in its description will likely gain more trust—and more downloads.
Few apps speak more to the need for trust than banking ones. For example, Chase Mobile helps secure a strong sense of security and more through thoughtful screenshots that reflect how it can help users improve their financial wellbeing and budgeting habits. After a quick search on Google Play, one can spot it has over 50 million downloads and a healthy star rating—a safe choice.
© JPMorgan Chase, Fair use
UX and product teams can follow this general step-by-step guide to collaborate and implement ASO from start to finish:
Use competitive analysis to benchmark how similar apps structure their listings. Analyze user reviews to identify unmet needs. You and your team will have conducted extensive user research to design your app, so be sure you know your audience’s goals and language for ASO.
Explore how user research helps set firm foundations on which brands build stronger user experiences, in this video with William Hudson: User Experience Strategist and Founder of Syntagm Ltd.
Metadata determines how app stores index your app and how potential users interpret its value. Well-crafted metadata boosts discoverability and strengthens your app’s appeal in search results; it sets the expectations your app should deliver on. Here’s how to make the most of each component:
A. Craft a Concise, Benefit-Driven Title
Your app title is the most prominent text users see in search results—and one of the strongest ranking signals for app store algorithms.
Prioritize clarity over cleverness. Users should immediately understand what the app can do for them.
Include a high-impact keyword. On both Apple and Google Play, the title field carries significant weight for keyword rankings.
Limit length but maximize meaning. Stay within character limits—30 for Apple, 50 for Google—while you clearly express your core value.
Example: “Focus Freely Timer – Pomodoro & Task Tracker” as an app title is better than just “Focus” on its own here.
B. Use a Subtitle That Reinforces the Core Use Case
Subtitles (Apple) or short descriptions (Google) appear directly under the app title and offer a second chance to deliver your value proposition.
Highlight a key benefit or feature. Reinforce what sets your app apart or what user problem it solves.
Integrate secondary keywords naturally. Use phrases that your target audience would search for.
Don’t use jargon or vague language. Be specific, actionable, and user-focused.
Example: “Stay productive with timed work sessions & smart breaks.”
C. Optimize the Long Description (Especially on Google Play)
On Google Play, the full description plays a larger role in search ranking than it does on the Apple App Store. However, it’s still essential on both platforms for conversion and clarity.
Front-load important content. Make sure the first two to three lines highlight your app’s main use case, benefits, and differentiators—they’re visible before the user clicks “Read more.”
Use natural language with strategic keyword placement. Avoid keyword stuffing, but make sure important search terms appear throughout the description, especially in the first and last paragraphs.
Structure content for skimming. Use short paragraphs, bullet points, and headers to make it easy to read on mobile screens.
Focus on benefits over features. Describe how the app improves users’ lives, not just what it does.
Example (excerpt from a proposed app’s long description):
“Boost your productivity with Focus Freely Timer, the smart task manager that helps you stay on track using the proven Pomodoro technique. Whether you’re studying, working, or managing daily tasks, Focus Freely Timer makes it easier to stay focused and finish strong.”
Update regularly. Refresh keywords and descriptions based on user feedback, seasonal trends, or evolving app features.
Test and iterate. A/B test titles, descriptions, and keywords to reveal what drives better visibility and conversion.
Get a greater grasp of how to identify more successful versions of designs with A/B testing, in this video with William Hudson.
Develop an icon that communicates brand identity at a glance. Prioritize clarity and distinctiveness over detail. Think of some of the most successful apps and design a series of screenshots that convey the most valuable or delightful parts of your app experience.
Include a short video that shows actual in-app use whenever possible.
Duolingo’s green Owl head encapsulates how users can learn new languages via the app—a wise choice for an instantly recognizable and iconic design.
© Duolingo, Fair use
After publishing, monitor performance metrics like:
Conversion rate (store views to installs).
Engagement rate (first use to second session).
Ratings and review sentiment.
Use store analytics and monitoring tools like App Radar or AppTweak to track changes over time.
ASO isn’t a one-and-done task. Test alternative icons, update screenshots, revise descriptions, and rotate videos. Use A/B testing whenever possible (available in both Apple and Google store consoles). Keep on refining based on performance data and evolving user behavior. An app’s longevity depends on its durability “out there” with the users—whose behaviors and needs will change over time, as will the technology available to them.
Apple’s App Store features a wide range of instantly recognizable “go-to’s” on its home page. Trusted brands can encapsulate what they promise users in exciting and simple icons, many of which have become globally recognized for a reason.
Apple, Fair use
To make ASO work, focus on optimizing these key areas:
Conduct keyword research to discover how your target audience searches for apps. Include relevant terms in the app’s title, subtitle, and description. For Google Play, include keywords naturally in the long description. Use tools to analyze search trends and identify gaps you might fill.
Create a visually distinctive app icon that stands out on small screens. Design screenshots that showcase the most useful, unique, or engaging parts of the app. Use captions to tell a story and highlight value—what your app can bring home to users and how it can help them.
Consider adding a preview video that walks users through your core features in 15–30 seconds.
Your description should quickly communicate what the app does and who it’s for. Avoid buzzwords and technical jargon. Use bullet points to improve readability and lead with benefits rather than features.
Include a strong call to action at the end—like “Start your first project today” or “Track your goals effortlessly.”
Google Chrome brings it home to the user with screenshots and a concise, value-focused “About this app” section that includes the phrase, “browse fast and type less."
© Google, Fair use
Prompt happy users to rate the app, ideally after they’ve completed a positive interaction—like reaching a milestone or completing a key task. Avoid nagging prompts, which lead to poor reviews.
Monitor reviews to spot UX issues—such as “confusing navigation”—and feed those insights back into the design process.
Maintain relevance by regularly updating your app based on user feedback and analytics. Users will only be in tune with apps that are in tune with them. Each update can include ASO changes—new screenshots, refined descriptions, or re-optimized keywords.
Frequent updates signal reliability and responsiveness to both users and the app store algorithms; infrequent or nonexistent ones signal staleness and that a brand might be having problems.
Explore how app analytics can help keep a finger on an app’s “pulse” and empower brands to keep their digital solutions high on the usability and desirability fronts, in this video with William Hudson.
Author: Stewart Cheifet. Appearance time: 0:22 - 0:24. Copyright license and terms: CC / Fair Use. Modified: Yes. Link: https://archive.org/details/CC1218greatestgames
Overall, effective ASO isn’t a recommended extra activity; it’s vital. Without it, limited visibility and low conversion rates become symptoms that users barely know an app exists. Poor ASO also leads to poor reputation and high churn rates, to say nothing of the damaged image that can deter prospective users and make it harder for a brand to recover rankings later.
App Store Optimization isn’t just about marketing metrics—it’s about delivering the right message to the right audience, setting accurate expectations, and then fulfilling them with strong UX design. Designers have a vital collaboration point with product and growth teams to shape store assets that resonate with user goals and ensure the app experience matches those promises. Designers help drive sustainable growth, especially since ASO strengthens the entire user journey, from first impression to loyal adoption. It’s not only how users find an app but also how they decide to stay—and for how long—with that brand and an app which a user might not be able to imagine life without.
Get a deep-dive into how to design products that users take to and keep coming back to in our course Get Your Product Used: Adoption and Appropriation.
Curious about what discoverability can do for your brand? Enjoy our Master Class How to Design for Discoverability with Niwal Sheikh, Product Design Lead, Netflix.
Discover many helpful points and additional considerations in our article If Your User Can’t Find You, You Won’t Have Any Users – Mobile Applications and Discoverability.
Explore a wealth of further tips in our article Getting Your App into the Hands of Millions – Marketing for Mobile Apps.
Gain plenty of additional points in the Smashing Magazine article A Complete Guide To Mobile App Marketing.
Investigate additional helpful insights in Kurve’s piece App Store Optimization Case Studies in 2024.
Delve deeper into ASO in ShyftUp’s The Practical Guide To App Store Optimization (ASO).
App Store Optimization (ASO) means improving an app’s visibility in app stores such as Apple’s App Store or Google Play. Think of it as a kind of SEO, but for apps. UX (user experience) designers should care because a well-designed user experience directly impacts how users rate and review the app—and ratings significantly affect app rankings.
Good ASO drives more downloads, which boosts user data, fuels product improvements, and increases revenue. It relies on factors like title, keywords, screenshots, and especially retention and reviews—areas where UX plays a vital role. A frustrating onboarding or clunky interface can cause reviews to tank, while intuitive, engaging flows boost them.
Explore the wider realm of mobile UX design to understand better app design; enjoy our Master Class How to Differentiate Your Mobile UX with Frank Spillers, CEO at Experience Dynamics.
ASO (App Store Optimization) and SEO (Search Engine Optimization) both aim to boost visibility, but they serve different platforms and behaviors. SEO targets search engines like Google to drive web traffic. ASO targets app stores to increase downloads. While SEO focuses on backlinks, long-tail keywords, and web content, ASO prioritizes app titles, keywords, visuals, ratings, and user retention.
Why does that matter for UX design? It’s because ASO success hinges on in-app experience. Users don’t just click; they download, interact, and review. UX designers shape those interactions. If users face friction—confusing navigation, slow load times, poor onboarding—they leave bad reviews. App stores factor those into rankings, making UX a direct driver of discoverability.
The takeaway is that SEO brings users to content, while ASO brings users into an experience. That experience starts and ends with UX design.
Get a greater grasp of search engine optimization to find out how to enjoy the benefits it can bring your brand.
App store rankings shape the user experience before users even download an app. High-ranking apps appear more credible and trustworthy. Users tend to pick them over lower-ranked competitors, often without doing any further research. So, if your app ranks well, more people engage with your design—and that’s where UX comes in.
A strong user experience keeps users happy, reduces churn, and boosts positive reviews and ratings. Those factors feed directly back into app store algorithms, which then push your app even higher. It’s a loop: rankings influence downloads, and UX influences rankings. If users uninstall quickly or leave bad reviews, rankings drop. That’s why UX designers must treat app retention, satisfaction, and review prompts as core parts of their work.
Design choices such as onboarding clarity, in-app flow, bug-free performance all affect how users rate the app and whether they stick around.
Discover more about the most important ingredient in the dynamic between any brand and user in our article Trust: Building the Bridge to Our Users.
Visual design plays a crucial role in attracting users in the app store—it’s often the first impression. App icons, screenshots, and preview videos directly influence whether users click “download” or keep scrolling. A clear, polished visual identity signals professionalism and quality. Meanwhile, cluttered or outdated visuals suggest a poor user experience.
Much as it may seem their work is almost “done” by the time apps are ready for release, UX designers have a golden opportunity to treat the app store listing as part of the user journey and work with marketing teams. Strong visuals communicate value fast, highlight key features, and build trust. Because many users decide to download based solely on visuals, that makes visual hierarchy, clarity, and emotional appeal essential tools for boosting conversions.
Stand out with clean screenshots that show real use, emphasize benefits, and match the app’s look and feel. Cohesive branding and attention to detail can make all the difference in crowded markets.
Explore the realm of visual design to understand more about how to design captivating visuals that can make users stop, click, and stay.
An effective app icon balances brand recognition, clarity, and appeal—all in a single square. From a UX perspective, the icon sets user expectations; it’s a visual promise of the experience inside the app. From an ASO perspective, the icon influences click-through rates in search results and browse categories. Higher CTRs mean better rankings.
Great icons stand out without being overly complex; they use bold shapes, limited colors, and avoid text. Think of Instagram or Spotify—the icons are simple yet instantly recognizable. Users form first impressions within milliseconds, so clarity and distinctiveness are critical.
It’s wise to test multiple icon variations through A/B testing to find what resonates. Icons should also remain consistent with the app’s visual language. Above all, consistency builds trust, which drives more downloads, better reviews, and stronger ASO outcomes.
Find out how much consistency can do for products and brands, in our article Consistency: MORE than what you think.
To write a good app description, think like a user. Focus on clarity, benefits, and emotional appeal. A strong app description doesn’t just explain what the app does—it shows how it improves users’ lives. Highlight core features, but frame them in terms of value. Don’t say, “Track steps.” Say, “Stay motivated with daily step goals.”
The first few lines matter most. They appear above the fold and must hook the reader fast. Use active voice, bullet points, and short sentences to keep it scannable. Include relevant keywords naturally for ASO—but avoid keyword stuffing.
UX designers bring empathy to the table, which gives them an edge in writing, so tap into user pain points and communicate how the app solves them.
Wonder how words come to designers? Explore how a grasp of UX writing can help any designer cut to the chase and engage users effectively.
UX writing improves keyword relevance by weaving keywords naturally into language that feels helpful and human. Instead of stuffing keywords, skilled UX writers place them where users expect to find clarity—like headers, feature lists, and onboarding screens. This balances ASO needs with user trust.
For example, instead of “budget tracker app finance money,” write “Easily track your spending with our budget planner.” It still includes “budget,” “track,” and “spending,” but sounds natural and useful. Apple and Google both penalize keyword stuffing, so clean, user-focused writing actually performs better.
Align copy with what users search for—and how they speak—to support both usability and discoverability. This boosts rankings, improves conversions, and ensures your app feels trustworthy and professional.
Explore how words can help power conversions and more—enjoy our Master Class UX Writing: How to Use Words as a Design Power Tool with Torrey Podmajersky, Author, Speaker and UX Writer at Google.
User research strengthens ASO strategy from how it reveals how real users search, choose, and rate apps. Surveys, interviews, and usability tests uncover the language users use to describe their needs—prime material for app store keywords and descriptions. If users say “habit tracker” instead of “goal setter,” you’ll know which terms to optimize for.
Research also identifies what visuals, features, or pain points matter most. Use this to shape screenshots, app previews, and highlight benefits users care about. App store decisions happen fast, so insights from user research help align messaging and visuals with real user priorities so that what happens in the app store can bring smiles to both the brand and its users.
Understand more about how user research helps set the foundations great design solutions spring from.
To keep app store designs fresh without confusing users, update visuals with intention and consistency. Refresh icons, screenshots, or preview videos to reflect new features or seasonal events—but keep core elements recognizable. Users rely on visual memory, so any drastic changes can cause doubt or mistrust.
Evole rather than overhaul. Keep brand colors, typography, and layout structure consistent while updating content. Highlight new features with labels like “New” or “Now Improved” in screenshots; it signals change while maintaining clarity.
Always test updates. A/B testing helps ensure that new designs attract users without hurting conversion or retention. Remember to treat the app store listing like a user interface in itself: it needs continuity, clarity, and purpose-driven updates. Above all, the goal isn’t novelty—it’s relevance, so focus on what users value now while preserving what they trust.
Discover how brand guidelines help keep designs on track with an organization’s identity while speaking to what users want.
UX designers and marketers need to collaborate closely if they are to succeed with App Store Optimization (ASO). Marketers bring keyword research, campaign insights, and user acquisition goals. UX designers contribute interface flow, visual storytelling, and user empathy. Together, they create an app store presence that attracts and converts.
For example, marketers can identify high-value keywords and UX designers then use them in app descriptions, screenshots, and preview videos—without compromising clarity or tone. Marketers track performance metrics, while UX designers translate user behavior and feedback into design updates that improve retention and reviews.
This partnership ensures a seamless journey: users discover the app through optimized listings, then stay engaged thanks to intuitive UX. Shared goals, cross-functional testing, and frequent feedback loops help both sides adapt and improve faster—ASO UX and ASO marketing become two gleaming sides of the same coin in the process.
Explore how two departments can come together to achieve great things, in our article How to Resolve Conflicts Between Design Thinking and Marketing.
Strzelecki, A. (2019). A framework for app store optimization [arXiv preprint]. arXiv.
This paper by Artur Strzelecki presents a comprehensive framework for App Store Optimization (ASO), systematically categorizing factors into developer-controlled (like title, description, and keywords) and user-driven variables (like ratings and downloads). The study draws on data from multiple app stores, proposing strategies to improve visibility and conversion. By analyzing how these elements interact with app ranking algorithms, it provides actionable insights for practitioners. Its value lies in offering UX designers a structured approach to app listing enhancements, helping improve discoverability and user engagement—key factors in successful mobile app strategies. It is widely cited in ASO research for its practical contributions.
Askalidis, G. (2015). The impact of large scale promotions on the sales and ratings of mobile apps: Evidence from Apple's App Store [arXiv preprint]. arXiv.
This paper by Georgios Askalidis investigates how promotional events, particularly price discounts, affect mobile app sales and user ratings in Apple's App Store. Using a large dataset from Apple's “App of the Week” promotions, the study shows that such promotions significantly increase download volumes without harming average user ratings. This is especially important for UX designers and marketers aiming to boost visibility and engagement without compromising user perception. The research stands out for its empirical rigor and real-world applicability, making it influential in the field of digital marketing and app store dynamics. It is frequently cited in ASO and mobile commerce research.
Daan, M., & Ngai, M. (2022). Advanced App Store Optimization (2022 ed.). Phiture.
Advanced App Store Optimization (2022 Edition) by Moritz Daan and Maggie Ngai is a comprehensive guide that delves into the intricacies of App Store Optimization (ASO). Spanning over 600 pages, this book offers in-depth insights into the latest advancements in ASO, including updates related to iOS 15, Apple Search Ads, and strategies for enhancing app visibility and conversion rates. Structured into eight chapters, it covers topics such as increasing visibility, conversion optimization, localization, ratings and reviews, and performance reporting. The book also features 30 pro tips, 10 case studies, and contributions from over 20 industry experts, making it an invaluable resource for UX designers and app marketers aiming to elevate their app's presence in the competitive app marketplace.
Remember, the more you learn about design, the more you make yourself valuable.
Improve your UX / UI Design skills and grow your career! Join IxDF now!
You earned your gift with a perfect score! Let us send it to you.
We've emailed your gift to name@email.com.
Improve your UX / UI Design skills and grow your career! Join IxDF now!
Here's the entire UX literature on App Store Optimization (ASO) by the Interaction Design Foundation, collated in one place:
We believe in Open Access and the democratization of knowledge. Unfortunately, world-class educational materials such as this page are normally hidden behind paywalls or in expensive textbooks.
If you want this to change, , link to us, or join us to help us democratize design knowledge!
