Playbook/Mobile app/ASO
ASO: getting found on the App Store and Google Play
Your store page is your app's most visited page, and that's usually where the decision is made. ASO does two jobs at once: showing up in search and persuading the visitor to install.
What to measure
Store page conversion rate
How many visitors install; the measure for screenshot and copy tests.
Rankings for target keywords
Are you visible for the right words? Check weekly.
Installs from search
The direct result of ASO work.
Week one
- 1
List 15 words a user would type to find an app like yours; look at competitors' titles.
- 2
Rewrite the app name and subtitle to include your two strongest words.
- 3
Rebuild the first two screenshots around a benefit line; most people never see past them.
- 4
Write the Google Play short description as one clear promise.
- 5
Wait two weeks to measure a change; don't change everything at once.
Content ideas
- Outcomes, not features, on screenshots: "Set up your budget in 2 minutes".
- The single strongest benefit on the first screenshot.
- Localized screenshots: write each store language separately.
- Seasonal screenshot and copy refreshes.
Common mistakes
Keyword stuffing
A title packed with keywords reads badly and can break store rules.
Raw in-app screens
A bare interface shot says nothing; give every screenshot a headline and context.
Treating it as a one-off
Rankings and competitors move; ASO needs monthly upkeep.
How GrowColony does it
ASO agent
Writes your App Store and Google Play copy: name, subtitle, keywords, short and long description. It plans the screenshot story and suggests tests. With your store accounts connected, it reads the data and shows results in the weekly review.
FAQ
Is ASO the same as SEO?
Similar logic, different rules. ASO is about store search and store page conversion; the fields and character limits are store-specific.
Can I use the same copy on the App Store and Google Play?
You shouldn't. The fields differ: the App Store has a hidden keyword field, while Google Play indexes the description text.
How soon will I see results?
Copy changes show in rankings within days to a few weeks. Screenshot tests usually need about two weeks.