App store optimization
ASO agency for teams that want measured results, not ranking promises
Most ASO work stops at keywords and screenshots. We are an ASO agency run by people who build and ship apps, so we also use the newer store tools most listings ignore: keyword-linked custom product pages, in-app events and structured listing experiments. Accounts, the first listing and submission are covered by our app launch services; this page covers the app store optimization services that follow once your app is live: the detailed work, the metrics we report and how a monthly ASO cycle runs.
- Up to 70 custom product pages planned
- In-app events on a release calendar
- One controlled test at a time
- Monthly report from store data
What an ASO agency should do after the basics
A first listing with a sensible title, subtitle and screenshots is table stakes. The work that keeps paying off comes after launch: matching listings to search intent, using event cards to bring back lapsed users, and testing changes one at a time so you learn what actually moved conversion.
We treat each store as its own product. Apple and Google index different fields, show different surfaces and give you different testing tools, so one listing copied to both stores underperforms in each. A test that changes icon, screenshots and description at once has the opposite problem: nobody knows which change worked.
We also keep a close eye on the app itself. Store ranking and conversion depend on quality signals a copywriter cannot fix, and Google says on its Android vitals page that going over its crash or ANR thresholds can reduce visibility and add a warning to your listing. Because we are developers, fixing those problems is part of the same conversation.
ASO also works best alongside paid acquisition, not instead of it: our mobile app marketing team runs Apple Ads and Google App campaigns that point at custom product pages. If retention is weak or traffic is too low for tests to reach a result, we will say so and suggest spending on the product first. For a self-check, use our ASO checklist; editorial placement is covered in our guide on how to get your app featured on the App Store.
Custom product pages and keyword linking
Apple lets you create up to 70 additional versions of your product page for iPhone and iPad, each with its own screenshots, app previews, promotional text and URL. That limit used to be 35, and many older guides still quote it. According to Apple’s custom product pages documentation, you can also assign keywords to a custom page so it appears in matching App Store search results.
Keyword linking changes how we plan a listing. Instead of one default page trying to speak to every search, a fitness app can show strength-training screenshots to people who searched for weightlifting and yoga screens to people who searched for yoga. Paid campaigns and email links can point at their own page too.
Custom page metadata goes through review, but separately from app updates, so new pages do not wait for a binary release. We plan pages in groups by intent, give each one a clear job, and retire pages that do not beat the default.
How we plan custom product pages
- Group search terms by user intent
- One page per intent, not per keyword
- Screenshots that show that use case first
- Separate pages for ads and email links
- Compare each page with the default monthly
In-app events: the rules and how we use them
In-app events appear as cards on the App Store, in search results and on your product page. They suit live content, challenges, seasonal offers and major feature launches. These are the limits Apple sets in App Store Connect.
| Rule | Apple’s limit | What it means for planning |
|---|---|---|
| Published events at once | Up to 10 | Enough for a steady calendar; we keep two or three live, not ten competing ones |
| Approved events per app | Up to 15 | Queue events ahead of busy seasons so review is never the bottleneck |
| Event length | 15 minutes to 31 days | Monthly challenges fit; open-ended promotions do not |
| Promotion before start | Up to 14 days | Announce launches and live sessions early enough to collect notify requests |
| Event name | 30 characters | Short, specific names; the event card is not the place for keywords |
An event must have something real happening inside the app. Events that just repeat a sale banner rarely earn their slot.
Product Page Optimization and Google Play store listing experiments
Both stores let you test listing changes on live traffic. Apple’s Product Page Optimization tests alternative icons, screenshots and previews against your default page. Google Play store listing experiments test graphics and text on the main listing, and can run per language.
We use them the same way on both stores: one hypothesis per test, a clear success metric, and a test length set in advance. An example hypothesis is “putting the booking screen first will lift product page conversion for new visitors”. If a test cannot reach a clear result with your traffic, we say so and run a bigger change instead of a dozen small ones.
Practical rules we follow
- Alternative icons must ship in the app binary, so icon tests are planned one release ahead.
- We test the first two or three screenshots before anything else, because that is what most visitors see.
- We do not stop a test early because the first days look good.
- Winning changes are copied to the default page, and the result goes into a shared test log.
Want a second look at your store listing?
Send us your App Store and Google Play links and your main markets. We reply within one business day with the first changes we would test and a scoped ASO proposal.
ASO metrics we report, and what they tell you
Our monthly report uses the data App Store Connect and Play Console already collect. We report the same few numbers every month so trends are easy to read.
| Metric | Where it comes from | What it tells you |
|---|---|---|
| Impressions by source | App Store Connect and Play Console acquisition reports | Whether search, browse and referral traffic is growing |
| Product page views | App Store Connect; store listing visitors in Play Console | How many people saw enough to open the listing |
| Conversion rate | Both consoles, split by source and country | Whether the listing persuades the people who see it |
| First-time downloads or installs | Both consoles | The outcome, read alongside conversion so seasonality does not mislead |
| Keyword visibility | Store search data, plus a rank-tracking tool agreed at kickoff (yours, if you already pay for one) | Which terms bring impressions and which bring nothing |
| Ratings and review themes | Both consoles | Bugs and feature requests that affect conversion |
| Crash and ANR rates | Android vitals and Xcode Organizer | Quality problems that can hurt visibility before they show in reviews |
We do not publish industry benchmark conversion rates here; they vary widely by category, country and traffic source. We set baselines from your own data.
How our ASO agency runs a monthly cycle
Once the first listing is live, the work settles into a predictable monthly loop.
Read the data
Pull impressions, page views, conversion and keyword data from both consoles. Note what changed and whether a release, event or campaign explains it.
Update keywords
Drop terms that bring no impressions, add new long-tail phrases, and adjust keyword assignments on custom product pages.
Run one test
Start one Product Page Optimization test or Play store listing experiment with a written hypothesis and an end date.
Plan events and pages
Schedule the next in-app events with the product team and create or retire custom product pages.
Review ratings
Reply to reviews, flag recurring bugs to the developers, and check the in-app review prompt still fires after a completed task.
Report
A short written report with the numbers, what we changed, what we learned and next month’s plan.
ASO results
[[Add 1–2 ASO examples approved by the client: markets, what was tested, a store metric such as product page conversion over a stated period, and a client quote.]] Meanwhile, see our portfolio.
ASO agency: frequently asked questions
What does an ASO agency do?
An ASO agency improves how often your app appears in store search and browse, and how often visitors install it. That covers keyword research, titles and descriptions, screenshots, custom product pages, in-app events, listing tests and review management, plus monthly reporting from App Store Connect and Play Console. A good one also flags app quality problems that hurt rankings.
How many custom product pages can I create?
Apple allows up to 70 additional product page versions for iPhone and iPad, each with its own screenshots, previews, promotional text and URL. The old limit was 35. You can assign keywords to a custom page so it appears in matching App Store search results. Pages are reviewed separately from app updates, so they do not need a new build.
Are in-app events worth the effort?
For apps with live content, challenges or regular feature launches, yes. Events appear as cards on the App Store, can run up to 31 days, and can be promoted up to 14 days ahead. They give lapsed users a reason to come back. For a utility app with nothing time-bound happening, they add little, and we would not force them.
How long before ASO shows results?
Listing tests need enough traffic to reach a clear result, and keyword changes take time to show in store search data. The first useful learning usually takes a few monthly cycles, depending on traffic. We do not promise rankings or download numbers, because the stores keep their algorithms private and competitors change listings constantly.
Do you run ASO for apps you did not build?
Yes. We need team access to App Store Connect and Play Console with suitable roles, and a contact who can ship small app changes such as alternative icons or review prompt timing. If your developers are slow to release, some tests take longer, and we plan around that in the proposal.
Is ASO different on Google Play?
Yes. Google Play has no hidden keyword field and reads your full description, while Apple indexes the title, subtitle and keyword field. Testing tools differ too: Play store listing experiments versus Apple Product Page Optimization. App quality signals from Android vitals can also affect Play visibility. We write and test each listing for its own store.
Turn your listing into a tested, measured channel
Tell us your app, markets and current numbers. We reply within one business day with a scoped ASO plan and the first tests we would run.