App Store Optimisation for Product Teams: Metadata, Experiments and Measurement
App store optimisation for product teams: metadata, screenshots, ratings, Apple product page tests, custom product pages, Play experiments and measurement.
How should product teams approach app store optimisation?
Treat the store listing as part of the product funnel: choose metadata that matches what users search for, design screenshots that show the core value in the first frames, earn ratings through good experiences and well-timed prompts, test changes with Apple product page optimisation and Google Play store listing experiments, use custom product pages and listings for different audiences, localise for markets such as Australia, and measure installs and retention, not just impressions. ASO helps the right users find and choose the app; it cannot fix a weak product.
This guide is for mobile product managers, designers and marketers. ZSpace Labs builds apps; it does not sell ASO retainers. For measurement inside the app, see mobile app analytics.
Key takeaways
- Metadata should match real user language.
- The first screenshots carry most of the message.
- Test with the stores' own experiment tools.
- Use custom product pages for different audiences.
- Never incentivise or filter reviews.
- Measure conversion and retention by source and storefront.
Listing elements
| Element | What to aim for |
|---|---|
| Name and subtitle / short description | Clear about what the app does; natural key terms |
| Keywords (App Store) | Terms users search, not competitor brands |
| Description | Benefits first; scannable; accurate |
| Icon | Recognisable at small sizes |
| Screenshots and previews | Core value in the first frames; real UI; readable text |
| Ratings and reviews | Prompt after success; respond to reviews |
| Localisation | Language, spelling, currency and imagery for each market |
Testing and custom pages
- Apple product page optimisation: test up to three treatments of icon, screenshots and previews for up to 90 days (Apple).
- Apple custom product pages: up to 70 additional pages, linkable from campaigns, with keyword assignment for search (Apple).
- Google Play store listing experiments: test graphics and text against the current listing.
- Google Play custom store listings: tailor listings to audiences or countries.
- Test one idea at a time and run tests long enough for reliable results.
Measurement
Track impressions, product page views, conversion to install, and then activation and retention by traffic source and storefront, using App Store Connect analytics, Play Console and your own analytics. A listing that lifts installs but attracts users who leave quickly has not helped. Link store experiments to in-app outcomes where possible; see mobile app analytics.
Hypothetical example: a fitness app
This example is hypothetical. A fitness app's screenshots showed settings screens first. The team ran a product page optimisation test with screenshots leading with a workout in progress and progress tracking, created custom product pages for running and strength audiences linked from separate campaigns, and localised the Australian listing with Australian spelling and AUD prices. It compared conversion to install and 30-day retention for each variant before adopting changes.
Common mistakes
- Keyword stuffing names and descriptions.
- Screenshots of settings instead of value.
- Incentivised or filtered review requests.
- Changing several elements at once, so results are unclear.
- Measuring installs but not retention.
Related guides
- Mobile app onboarding for what happens after install.
- Mobile app release management for release notes and timing.
- Mobile app UX design for the experience screenshots show.
- Choosing a mobile app development company in Australia for the build.
Conclusion
App store optimisation is a product discipline: clear metadata, value-first screenshots, honest ratings, store-native experiments, custom pages for different audiences, localisation and measurement through to retention. It helps good apps get found and chosen.
Launching or relaunching an app?
ZSpace Labs is an India-based, remote-first technology studio working with Australian and international businesses on mobile app development and app design. We do not sell ASO services, but if it would help to plan the product and store experience together, we are happy to talk it through.
Common questions.
Improving how an app is found and chosen in the App Store and Google Play: its name, subtitle or short description, keywords, descriptions, icon, screenshots, preview videos, ratings and localisation, measured by impressions, product page views, conversion to install and later retention.