65% of app downloads start with a search on the App Store or Google Play. ASO (App Store Optimisation) is the process of optimising your app's listing to rank higher for relevant searches and convert those impressions into downloads.
The App Store Algorithm Signals
- →App Name & Subtitle — most weighted keyword signals. Include your primary keyword here.
- →Keyword Field — 100 characters (iOS) of additional keywords. No spaces needed — commas separate.
- →Description — less algorithmic weight but important for conversion. First 3 lines show before 'More' fold.
- →Ratings & Reviews — average rating and review volume heavily influence ranking.
- →Download Velocity — how many downloads you're getting now vs historically.
- →User Engagement — session length, retention, and crash rate all influence ranking.
Screenshot Optimisation: Your Biggest Conversion Lever
Most users never read descriptions — they look at screenshots. Your first screenshot should communicate your core value proposition in 2 seconds. We've seen screenshot redesigns increase conversion rates (impression to download) by 20–40% with no change to the actual app.
Rating Strategy
Prompt for ratings at moments of success (task completion, positive event) — not at app launch. Use the native SKStoreReviewRequest API for iOS — it's the only permissible method and converts better than custom prompts.
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Sofia Morales
Mobile & Flutter Lead at Novacronix
Engineering insights from the Novacronix team — built from real production experience, not documentation.