App Store Optimizaiton

- 2023 -

CoE(Center of Excellence) Professional Company Based on AI(Artificial Intelligence) and

Good-Quality Data set in the field of DIgital Marketing and Promotion
 BESPOKE
MARKETING & CREATIVE

aix Inc. is the chosen Growth Partner!

of more than 100 global companies!
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which provides our clients with befitting solutions for
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advertising operation, and creatives design and composition.
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aix provides Bespoke Marketing & Creative.

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● Twitter
● ASO index (SaaS)
● YouTube SNS ● App Service Culturalization
● Instagram ASO
● Tiktok Influencer ● UI / UX Consulting

● UI/UX (Web/App)
● OOH & CM Performance Performance ● Web
● App
● Advertising Creatives Marketing ● AD Operation
● AD A/B Test

● Market Research Research & ● Game Report

● Build Up partnership Consulting CDP ● Store Data based ASO
● BM Screening Consulting ● Consulting
 Index
1. What is App Store Optimization?
2. Why is ASO Important?
3. Advantages of ASO
4. How ASO Works?
5. What factors affect App Store’s Algorithm?
6. MKO - Meta Keyword Optimization
Bespoke
7. CRO - Conversion Rate Optimization
Marketing & Creative
8. RSO - Review Score Optimization
9. UDO - User Data Optimization
10. Case Study
11. Our Service
 What’s
Bespoke
Marketing & Creative App Store
Optimization?
 1
9,000,000

The global app market size is estimated to be around $6 trillion, with about 9 million apps available on the Apple App Store and
Google Play Store combined. This creates fierce competition for developers.

In the midst of so many engaging and competing apps, what needs to be done to get your app found by users?
 APP STORE OPTIMIZATION
Increase Visibility Maximize Conversion

Get high
Ratings
Be the

Top of the Have engaging

Search Result Creatives

ASO stands for "App Store Optimization" , is like SEO but for app stores.

The primary objective of ASO is to increase visibility in the Apple App Store and Google Play Store and maximize conversions (organic
downloads) by optimizing the product page and the app itself. The ultimate goal is to improve conversions and overall app performance.
Why is ASO so important?

Developing an ASO strategy is a good investment :

ASO provides long-term benefits by optimizing your app's metadata, keywords, visuals, and reviews. It boosts visibility, increases
organic downloads, and is cost-effective compared to paid advertising. With an optimized store listing, you can improve
conversion rates and attract more users.

Additionally, ASO gives you a competitive advantage by outranking competitors and capturing a larger market share. Overall,
investing in ASO ensures your app stands out, attracts quality users, and maximizes its success in the app stores.
 Advantage
Bespoke
Marketing & Creative
ASO
ADVANTAGE
1 Most installs comes from Search

According to Apple, 65% of all downloads have resulted from searches in the app store.

Applying ASO is important in this market because it helps an app to be easily exposed in the search
result by applying the most appropriate keywords and thus have the app rank on the top results.
Therefore, ASO will help you to boost the number of organic downloads of your app.
ASO
ADVANTAGE
2 Acquiring Valuable Users

The organic users acquired through the app store tend to have higher LTV than the paid users
acquired through advertisement.

It is because organic downloads occur due to users’ active intention, while the users who
downloaded the app via advertisement have weak motivation. Therefore, ASO is a key factor in
turning ROI (cost-effectiveness) into surplus.
ASO
ADVANTAGE
3 Increase Organic Downloads

There are various ways for users to discover apps, such as advertisements, social networking sites,
and word-of-mouth. But in any case, users have to download apps via the app store.

With ASO measures, it is possible to make an app’s product page more attractive to ensure incoming
users download the app.
ASO
ADVANTAGE
4 Reduce User Acquisition Costs

ASO creates a good synergy with app store advertising. As the number of downloads of an app is a
key factor that influences the algorithm, downloads via ads can increase search rankings, and thus
leads to the increase of organic downloads. With the appropriate keywords, the right target, and
proper optimization of creative elements, the utmost outcome can be achieved at a low cost.
ASO
ADVANTAGE
5 Understand Users

Before implementing ASO measures, it is essential to research how your app is searched and found
on the app store. To gather all kinds of information related to the app, it is important to conduct
market research, competitors research, and social listening. Moreover, user analytics can help you
understand user preferences, trends, and needs.

ASO measures aid the app provider to understand users and generate ideas on how to improve the
service.
 This is
Bespoke
Marketing & Creative How
ASO works
 WHAT AFFECTS ALGORITHM?

The Apple App Store and Google Play Store use complex algorithms to determine search rankings.
Generally, these two factors affect the algorithm: metadata and user data. ASO attempts to optimize each of these components.

・Metadata
App titles, keywords, creative components, and other elements that can be changed and managed by the developer.

・User data
App ratings and reviews, user activity, and other elements that developers have no control.
 ASO COMPONENTS

ASO is composed of four distinct processes :

MKO (Meta Keyword Optimization), CRO (Conversion Rate Optimization),
RSO (Review Score Optimization), and UDO (User Data Optimization).

The first step in ASO is MKO, which involves optimizing the keywords in the metadata of the app to improve its ranking in the
search results of the app store and increase its exposure to potential users. CRO aims to improve the conversion rates by making
the app's product page more attractive, which helps to draw more users to download the app. RSO focuses on optimizing the
review scores of the app by encouraging positive reviews from users, which can help to increase its visibility and credibility.

Finally, UDO involves optimizing user data, such as the number of downloads, retention rates, and other relevant metrics that can
affect the app's algorithm.
By analyzing and improving these metrics, developers can make data-driven decisions that help to improve the overall
performance and success of the app.
 WHAT NEEDS TO BE DONE TO OPTIMIZE ?

・Title ・Icon ・Review ・Impression

・Subtitle ・Screenshot ・Rating ・Installs & CVR
・Short Description ・Preview Video ・Number of Review ・Retention Rate
・Keyword Field ・Featured Image ・Uninstall Rate
・Install Speed

MKO : MKO optimizes metadata to affect the algorithm to make the app to be exposed more in the App Store

CRO : CRO optimizes creative elements of the app to maximize the conversion rate

RSO : RSO optimizes user experience to review and ratings to

UDO : UDO optimizes user performance to increase the number of downloads and retention rates
 WHAT NEEDS TO OPTIMIZE?

Increase Visibility Maximize Conversion

Meta Keyword Optimization (MKO)

・Title ・Short Description (AOS) ・Long Description (AOS)

・Subtitle (iOS) ・Keyword Field (iOS)

User Data Optimization (UDO) Conversion Rate Optimization (CRO)

・Retention Rate ・Icon ・Preview Video

・Uninstallation Rate ・Screenshots ・Feature Graphics (AOS)

Review Score Optimization (RSO)

・Reviews ・# of Reviews ・Ratings

UA

・Apple Search Ads ・Google Ads Campaign

 What factors
Bespoke
Marketing & Creative affect App Store’s
algorithm?
What factors affect algorithm and conversion?
What factors affect algorithm and conversion?

Title
The title of an app is the most important metadata that affects the app store algorithm. Keywords in the app title raise search
rankings. The title can be up to 30 characters in the Apple App Store. It is important to include the app’s name, brand’s name, and
keywords that indicate the features of the app within the character limit.

Subtitle Keyword Field

In the Apple App Store, the maximum length of a subtitle For the Keyword Field, the provider may use up to 100
is 30 characters. characters.

The subtitle is also metadata that significantly affects Be sure to include keywords that best describe the
algorithms. Since it is related not only to search rankings features and functions of the app, and to separate them
but also to conversions, it is important to create text that is by commas. Be careful not to repeat keywords or keywords
attractive to users while including important keywords. that are already used in the app title or subtitle.

※Make sure keywords used in the title are not repeated in subtitle and keyword field.
What factors affect algorithm and conversion?

Promotion Text
The promotion text appears at the top of the description. It may not affect the search result, but it influences the conversions.
While the App Store metadata can only be modified when there is an update in the app, the promotion text can be changed at
any time. Update it whenever you have an in-app event or announcement. The Word count limit is up to 170 characters.

Description
The Description does not have any particular influence on
the search rankings in the Apple App Store. However,
since the first three lines are displayed on the product page,
it will affect the conversions. You can write up to 4,000
characters, so use this space as much as possible to
express the features of the app.
Category
Categories do not affect search rankings, but categories
help users to find the app as they select genres or
categories to find the right app. An app can have up to two
different categories. Select a category based on the
purpose of the app, its main functions, and keep in mind
which category the user is most likely to search in.
What factors affect algorithm and conversion?

In - App Event
In-app events appear across Apple App Store as event cards that include images or
a video, the name of the event, and a short description. Keywords included in the
in-app event metadata will affect the search ranking.

When a user searches in the App Store, the in-app events will be displayed along
with other related apps. The in-app events will appear as recommended events in
the Today, Games, and App tabs in various locations in the store.

Up to five in-app events can be displayed on the product page, and these changes
can be submitted for review separately from the app update.

Metadata
・Event Title : 30 characters (Affects search ranking)
・Short Description： 50 characters (Affects search ranking)
・Description： 120 characters
What factors affect algorithm and conversion?

In-App Purchase
In-App Purchases appear across the Apple App Store as purchasable content or
features within an app. Types include consumable, non-consumable,
auto-renewable subscriptions, and non-renewing subscriptions.

These purchases, made through Apple's payment system, are indicated on an app's
store page, helping users understand the system and anticipate potential additional
costs.

Crucially, metadata in the in-app purchase description is indexed by the App Store,
aiding in search ranking and discoverability.

This transparency benefits users by providing upfront knowledge about the app's
in-app purchases.
What factors affect algorithm and conversion?
What factors affect algorithm and conversion?

Title
The title of an app is the most important metadata that affects the app store algorithm. Keywords in the app title raise search
rankings. The title can be up to 30 characters in the Google Play Store. It is important to include the app’s name, brand’s name,
and keywords that indicate the features of the app within the character limit.

Short Description
On the other hand, Google Play Store allows room for a short description of up to 80 characters. After the app title, this is the
second most important metadata for the algorithm and also for the conversions. Use the character limit to the maximum, add
keywords, and create a text that describes the best of your app.
What factors affect algorithm and conversion?
Long Description
The Google Play Store automatically draws out keywords
from the app’s description, so the keywords detected from the
description are significant for the search ranking.
Unlike the Apple App Store, emoji, colors, HTML tags can
be used in the description. Highlighting important keywords
and sentences can also have a positive impact on the
algorithm.
By incorporating relevant keywords into the description,
the app can be found in a wide range of keyword searches.
Important keywords can be used more than once to affect
the algorithm but be careful not to use the same keyword
too many times, as it will be considered spam and the app
can be penalized by the Google Play Store.
Category
Categories do not affect search rankings, but categories
help users to find the app as they select genres or
categories to find the right app. Only one category can be
set in the Google Play Store, so be sure to select the most
relevant category to the app’s service.
Tag
Besides categories, Google Play Store allows five tags to
represent the contents and functions of the app. Although
the tags do not directly affect the app’s search rankings,
selecting the right tags will make the app appear in the
corresponding category searches as a related app, so be
sure to select the appropriate tags.
What factors affect algorithm and conversion?

Promotional Content
Google Play Store promotional content is a self-service merchandising unit that
allows developers to feature fresh and timely content such as special offers,
limited-time events, and major updates.

Where does it appear?

Many areas in the Play Store such as the Apps or Games tab, the Events tab under
the Games tab, search results, the store listing page, and in the case of offers, the
special Offers tab in select geographies.

Google addresses that promotional content drives 2% more 28-day active users
and 4% higher revenue for developers using the feature than those that do not
(Source: Play Store).

To maximize your app's visibility in Google

Priority
Play, you can specify up to four priority
events per quarter. These events are ・Normal
automatically eligible for publication. ・High (Max 3 per quarter)
You must submit your event at least 14
・Very High (Max 1 per quarter)
days before the start date.
What factors affect algorithm and conversion? * Updated on May 2023. Subject to change depending on the guideline of the app store.

Title Max 30 characters. Affects visibility and conversions Max 30 characters. Affects visibility and conversions

Subtitle Max 30 characters. Affects visibility and conversions

Short Description Max 80 characters. Affects visibility and conversions

Keyword Field Max 100 characters. Affects visibility

Long Description Max 4000 characters. Affects conversions Max 4000 characters. Affects visibility and conversions

Promotional Text Max 170 characters. Affects conversions

Tag Appears as a similar app

Category 2 categories. Affects category ranking 1 category. Affects category ranking

Developer Name Affects visibility Affects visibility

Icon Affects conversions Affects conversions

Screenshot Max 10 screenshots. Affects conversions Max 8 screenshots. Affects conversions

Preview Video Max 3 videos. Affects conversions 1 video. Affects conversions

Feature Graphic Affects conversions

 Meta Keyword
Bespoke
Marketing & Creative Optimization
(MKO)
 META KEYWORD OPTIMIZATION

Apple App Store and Google Play Store use complex algorithms to determine search rankings.
Keywords in titles, subtitles, and descriptions are known to affect the algorithms.

Meta Keyword Optimization (MKO) is a measure to optimize the keywords used in these metadata components to raise
the search rankings. Our MKO is not only about researching keywords but also localizing the app so it can be adapted to
the target market.
 HOW TO SELECT RIGHT KEYWORD ?

The process of meta keyword optimization is iterative, and continuous modification of the app’s metadata is essential to success.
Using keywords related to the app will increase the chances of raising it to a high search ranking. It is ideal to be ranked in the
keywords where large search volumes are amassed, but there are many competitors, so it may not be as effective.

The four steps of the MKO cycle include：

① Keyword Research
② Select Keywords
③ Generate & Apply (Including Localization)
④ Analyze and Improve (A/B Test)
Keyword Research

The first step to keyword research is to make a list of keywords that best represent the features and characteristics of the app.

The next step is to find the keywords the competing apps used and gather up as many words as possible that are likely to show
along with the keywords. Then, refer to the search suggestions that Apple App Store and Google Play Store provide and make a
list of various keyword combinations, including kanji, hiragana, katakana, and typos of the keywords of target language which
users could use for their search.

Finding keywords from user reviews is also a good way to search keywords.
Keyword Select

To discover keywords that will affect the search ranking, it is important to analyze the characteristics of each keyword that has
been gathered from the keyword research. Even if the app is ranked first for a particular keyword, it is not enough if its search
volume is low. On the other hand, keywords with too much search volume have the disadvantage of being difficult to achieve high
rankings. When selecting keywords, it is necessary to consider the following data to find the best keywords for the app.

・Search volume
・Competitor’s Keywords
・Probability of getting a high ranking for a keyword
・Ranked Keywords
・Relevancy
・Trend keyword
・Suggestion Keyword
Generate & Apply

The most vital aspect of Meta Keyword Optimization (MKO) is how to apply the searched keywords. The keywords will have
different effects depending on which metadata they are used in.

Be careful not to use too many keywords or repeat them, as this will be treated as spam, and the app may be penalized by the
store. The app title and subtitle, in particular, affect conversions, so it is important to express the features of the app in an
attractive and concise manner while incorporating the selected keywords. Be aware of how to lead the user to download the app
and create text that interests users.
Analyze & Optimize

Generally, it takes a long time and requires continuous monitoring to find out how effective MKO is. Changes in app store
rankings and downloads should be checked on a monthly basis, and the keywords should be modified for optimization.

It is also a good idea to change the initially selected keywords according to feature updates and events. As user trends change, the
effective keywords also change, so MKO strategies need to be implemented and modified continuously.

MKO measures are optimized by modifying & updating metadata once a month and repeating it three times. (It takes about 3
months for optimization)
 Conversion Rate
Bespoke
Marketing & Creative Optimization
(CRO)
 CONVERSION RATE OPTIMIZATION

A/B/C test VS

CRO (Conversion Rate Optimization) is a measure to convert simple visitors to the product page into users who download the app.
Improving icons and screenshots and optimizing the product page will increase the CVR.

aix Inc. can help you to meet local expectations and reach the target audience in Japan and Korea.
CRO will increase the app’s overall advertisement efficiency and the number of organic users.
 A/B TESTING

Old Icon A (Lose) B (Won) For Holiday

*Reference: Amazon’s Icon A/B testing

The major part of CRO is A/B testing, which is the process of modifying and improving the elements that affect
conversions by observing users' responses. There are many ways to do this, such as changing app icons and
screenshots to match updates and events or adding influential and senseful taglines to screenshots.

Ratings also have a significant impact on CV, so it is important to take measures to maintain a high rating. Compare the
data before the testing and after the modification and apply the measure that received the best user reaction.
Icon A/B Testing BRANDING & LOCALIZATION

Old Icon New Icon Localized Icon Localized Icon

(JP) (JP) (USA) (Australia)

*Reference: Mercari’s Icon Localization

Mercari, a popular shopping platform where users can buy or sell their items, has strategically implemented icon
localization in its app to cater to different market preferences across Japan, the United States, and Australia. This
approach helps enhance the user experience and brand perception in each target market.

It is important to be adapted its branding to resonate with each target market's cultural preferences. This trial not only
improves app recognition but also enhances user engagement, contributing to the app’s global success.
 PRODUCT PAGE OPTIMIZATION
Organic
Impression

Testable Metadata

・Icons
・Screenshots
・Preview Videos

Apple provides creative testing feature “Product Page Optimization” (PPO) on it’s developer console, App Store Connect.

PPO be able to create up to 3 different creatives for your test in addition to the original page and compare the performance of
each page.

Having multiple product pages allows conducting an A/B/C/D test on product pages with different App Icons, Screenshots, and
App Preview Videos simultaneously for up to 90 days, and it will lead to verifying the most effective set of creative elements. In
addition, it is important to design an attractive page based on user reactions, such as conversion rates and impressions. These
changes can be submitted for review separately from the app update.
 STORE LISTING EXPERIMENT
Organic
Impression
Testable Metadata

・Short Description (Localization Only)

・Long Description (Localization Only)
・Icons
・Screenshots
・Feature Graphic
・Preview Videos

Google provides creative testing feature “Store Listing Experiment” on it’s developer console, Google Play Console.

You can create up to 3 different creatives for your test in addition to the original and compare the performance of each elements.

Having multiple product pages allows conducting an A/B/C/D test on product pages with different App Icons, Screenshots, and
App Preview Videos simultaneously for up to 90 days, and it will lead to verifying the most effective set of creative elements. In
addition, it is important to design an attractive page based on user reactions, such as conversion rates and impressions. These
changes can be submitted for review separately from the app update.
Screenshot A/B Testing

※Emphasis points is just sample case

Tips for A/B testing

・Test different variations of screenshots to identify the most compelling points.
・Focus on clear and visually appealing designs that highlight key features.
・Use attention-grabbing captions or overlay text to convey the value proposition.
・Analyze user engagement data to determine which screenshots drive higher conversion rates.
 CUSTOM PRODUCT PAGE

Editable Elements

・Promotion Text
・Screenshot
・App Preview

… Up to 35 variations

Apple allows you to create customized product pages with Custom Product Pages (CPP). This allows you to highlight specific features or
content within your app, making it possible to appeal to specific demographics.

Up to 35 custom product pages can be published in the App Store at one time for each app.
Each CPP is associated with a unique URL, allowing users to be directed to customized product pages from different advertising channels.

CPPs can create targeted traffic sources with different Promotional Text, Screenshots, and Preview Videos.

They can be set up as search result ads using Apple Search Ads and may also be featured in the "Today," "Games," or "Apps" tabs of the App
Store, increasing the likelihood that a successful CPP will lead to ASO success.
 CUSTOM STORE LISTING

Editable Elements

・App Title
・Icon
・Screenshot
・Preview Video
・Long Description

… Up to 50 variations

Google Play allows for the creation of Custom Store Listings (CSLs) to highlight specific features and content within an app, enabling it to
appeal to specific demographics. Up to 50 custom store listings can be published at one time for each app.

You can customize the App Title, Icon, Long Description, Screenshots, and Preview Video for each custom listing.
A unique URL can also be set for each CSL, allowing for specific targeting.

Geo-specific Tailoring:
With CSL, you can customize store listing based on geographical location and language preference. E.g., default English listing is published to
the multiple countries like U.S., Australia, and Singapore. You may use American celebrities in the screenshot for the U.S. custom store listing
and focusing on local features for Singapore, enhancing user relevance.
What factors affect algorithm?
What factors affect algorithm?
What factors affect conversions?

Icon
The app icon is one of the most impactful elements on conversions. Even a tiny change in the icon design can increase or
decrease conversions, so it is desirable to implement A/B testing and optimize the icon based on the user reaction. It is also
worth considering how your icons look in dark mode on mobile devices and how they look when placed alongside the competing
apps. It may also be helpful to decorate and test the icon design to match seasonal events.

Screenshots
Screenshots play an essential role in communicating the app’s functions and features with users. It takes only a short time for a
user to decide whether or not to download the app. Therefore, it is important to lay the screenshots that build up a story well
and designs each screenshot in a way that the attractiveness of the app is directly delivered.

Feature Graphic ／ Preview Video

Feature graphics appear as thumbnails in the preview video, and it is an important creative element to attract the user's
attention. The preview video can show the details of the game and how the app works. Since few users watch the preview video
all the way through, it is recommendable to place the most impactful features in the first half of the video.
A Guideline for Creative Elements * Updated on May 2023. Subject to change depending on the guideline of the app store.

스크린샷 Screenshot

iPhone 6.5 inch 1284 x 2778 px (portrait)

2778 x 1284 px (landscape) Aspect ratio 16:9 or 9:16
Height and width od 320 to 3,840 px each
1242 x 2688 px (portrait)
2688 x 1242 px (landscape) Standard Size 1080 x 1920 (vertical)
1920 x 1080 (horizontal)

iPhone 5.5 inch 1242 x 2208 px (portrait)

2208 x 1242 px (landscape)
Screenshots should be in JPG or PNG format (transparent images are not allowed)
Screenshots should be in JPG or PNG format (transparent images are not allowed) and use the RGB color space. No larger than 8MB.
and use the RGB color space.

App Preview Preview Video

iPhone 6.5 inch 1242 x 2688 px（vertical）

Size 1920 x 1080 px（horizontal）
2688 x 1242 px（horizontal）
*9:16 aspect ratio
*19.9 : 9 aspect ratio

iPhone 5.5 inch Length Auto-play for the first 30 seconds

1242 x 2208 px (vertical)
2208 x 1242 px (horizontal)
*16 : 9 aspect ratio
Upload the video on YouTube, make it public or limited public with no age restrictions,
and turn off ads. Make sure the video is in landscape orientation, as it will be displayed
Video should be 15~30 seconds length, in mov or mp4, m4v format
in landscape players.
and less than 500MB.
 Review Score
Bespoke
Marketing & Creative Optimization
(RSO)
 REVIEW SCORE OPTIMIZATION

Review Score Optimization (RSO) is a strategy to increase the number of reviews and raise ratings by the improvement of the
essential components of the app’s service. The purpose of RSO is to improve the service and the UI/UX to provide a satisfying
experience to users.
ASO Review is The Most Important things for app growth
INSIGHT

65.3%
of user refers App Store review to decide downloading the app

60.1%
of user refers Google Play Store review to decide downloading the app

[Base: Japan, Dec-2022, N=271,avg review score effect, % by aix survey]

Store reviews play a crucial role in users' decision-making process when downloading apps.
These reviews provide valuable insights into the app's quality, functionality, and user experience.

Potential users often rely on the collective feedback and ratings provided by other users to assess
the app's reliability and suitability for their needs. Positive reviews instill confidence and increase
the likelihood of app downloads, while negative reviews can deter users from installing the app.
ASO How Rating affects conversion?
INSIGHT

According to Apptentive, 90% of consumers consider star ratings to be an essential part of their
evaluation of a new app. 79% of consumers check ratings and reviews before downloading an app.

Therefore, improved review ratings can have a significant impact on conversion rates. For example,
jumping an app's rating from 2.0 to 3.0 can increase the conversion rate by up to 280%, and
increasing the rating from 3.0 to 4.0 raise the conversion rate by about 90%.
ASO How Rating affects conversion?
INSIGHT

Although earning one more ★ can increase conversion rates, apps with a rating of less than 4.0
have less than half the chance of being downloaded compared to apps with a rating of 4.0 or
higher.

In addition, the Google Play Store has a feature that filters out apps with a rating of less than 4.0,
so a low review rating decreases the chances of being discovered. Therefore, it is ideal to maintain
at least a 4.0 rating for your app.

https://go.apptentive.com/Ratings-and-Reviews.html
 HOW TO REQUEST A REVIEW

In iOS, it is possible to request people to submit feedback directly from in-app. While this pop-up feature is helpful, when to use it
is critical. It is also important to use more friendly phrases rather than using the standard phrase, “Please rate us!” for it raises the
chance of getting a high rate.

AOS cannot be rated from in-app, but just like iOS, it is possible to provide a simple pop-up questionnaire and direct users with
high ratings to the Google Play Store to write a review. On the other hand, users with a low rating can be directed to the contact
form in the app to respond instead of having them to write a negative review.

Please use the Net Promoter Score concepts and Solution.

What factors affect algorithm?

Ratings
The rating is one of the important factors in the algorithms that determine search rankings in the Apple App Store and Google
Play Store. It also affects conversions. Google Play Store has filters by review average score(4.0/4.5). Apple App Store/Google Play
store Ratings are country specific. In order to be recommended or featured in each store, an app must have a rating of at least
4.3.

Number of Reviews
The number of reviews does not directly affect the algorithm, but it does affect conversions. The rating average and the number
of reviews can instantly determine the reputation of the app. Thus, more reviews mean more trustworthy ratings.

Reviews
The Apple App Store allows to reset the app’s rating
average when the app is updated. This is useful when
the previous version of the app had a low rating due to
an issue, but be aware that the rating reset can reduce
the app’s overall influence and value as it resets the
number of reviews, too. Request for reviews can be sent
to users up to three times a year.
Reviews
The Google Play Store calculates the rating average by
giving more weight to ratings for recent updates.
Therefore, it is not possible to reset the rating for each
update. A user can only rate an app once. In addition, the
keywords in the review posted on Google Play Store will
affect the search ranking.
 User Data
Bespoke
Marketing & Creative Optimization
(UDO)
 USER DATA OPTIMIZATION

User data is another factor that affects the app store algorithm, and it cannot be changed directly by the provider. Various user
activities, from impressions and downloads to reviews and ratings, are factors that determine the user-based algorithm.

To optimize this user data, it is necessary to understand our users, respond to their requests, and undertake various marketing
strategies. Using the user data concurrently with metadata optimization can have a synergy effect.
ASO How user data affects ASO ?
INSIGHT

The number of downloads is one of the most crucial factors affecting the app store algorithm.
As the number of downloads increases, so does the ranking in search results.

Regardless of being organic or paid, all the downloads affect the algorithms. Category rankings will
increase based on the number of downloads that produce a fast download frequency or the
number of downloads that occur in a day.
What factors affect algorithm?

Downloads
The number of downloads will be the most influential factor in the app store algorithm. Regardless of whether it is an organic or
ad-supported download, getting a large number of downloads leads to the chance of raising the search rankings.

It is also known that the download frequency also affects the algorithm. An increase in the number of downloads in a short time,
such as through campaigns or going viral on SNS, makes it easier to appear on the top search positions. The main measures to
increase the number of downloads include Search Ads, SNS advertising and PR, promotion from owned media, in-app
marketing campaigns, features in the App Store, and publishing in-App events.

Impression
The impression is another factor that affects the algorithm. Adding ads in the app store or generating traffic from websites can
increase the number of impressions.

Requesting the app store to make the app to be featured in the store can be another strategy, for being on the top page of the
app store can bring a robust increase of the app's visibility. To make the strategy even better, try to submit such a request along
with the major updates or events in the app. To be featured, however, the app must have a high rating, 4.3 or higher.
What factors affect algorithm?

Retention Rate
User behavior after downloading an app affects the algorithm. Retention rate means the percentage of users who continue to
use an app after downloading it. Even if the number of downloads is not that high, an app with a high retention rate is
considered high quality and is more likely to appear at the top of search results.

The key to increasing the retention rate is to improve the quality of the service and deliver satisfaction to the users. Improving
UI/UX, updating new features, and applying strategies to bring users to the app every day all add up to the increase of its
retention rate, but turning users into fans by creating a user-friendly, empathic app is the most effective strategy.

Uninstallation Rate
Increasing the number of downloads is not the only goal of ASO. The uninstall rate is also a critical factor in determining search
rankings. It is vital to maintain the function of the app on a level where users’ expectations can be met.

A high uninstall rate is dangerous because it represents the deficiency of the actual content (app quality) compared to its
appearance (product page and ads). In addition, users who have a hard time learning how to use an app because it is too
complicated may uninstall the app, so it is important to prepare tutorials and onboardings that show the best of the app upon its
first release.
 Bespoke
Marketing & Creative Case Study
 CLIENT REFERENCE

ASO : Point Income (Japan #1 Point Platform)

KPI
Increase impression and keyword ranking on app
stores

STRATEGY
Compose optimized metadata before release
Maximize impression with optimized keywords
Create copywritings and screenshots that fit the
needs of local users
Update metadata and creatives regularly
Keyword Ranking

TOP 1
SOLUTIONS
・Keyword analysis and market research
・Monitoring user reaction and data
Two Keywords for each market
Ranked at TOP 1
Before ASO After ASO
 CLIENT REFERENCE

MKO : Hellobot - Entertainment

KPI
Increase impression on app stores

STRATEGY
Maximize impression by optimized metadata
Increase CVR by creatives optimization

SOLUTIONS
・Keyword analysis and market research
・Localize existing creatives and copies
Impression went up by
・Revise creatives so they show USP and fit the

1,046%
Before & After ASO
local trends

in ASO Search impression

Before ASO After ASO
 CLIENT REFERENCE

MKO & CRO : Video Monster

KPI
Increase DL and Ad efficiency

STRATEGY
Enhance LTV by keyword optimization
Design creatives, befitting local trends
Maximize efficiency by operating ASO & Ad
simultaneously

Ad efficiency went up by SOLUTIONS

・Keyword analysis and market research

380%
Before & After ASO
・Design creatives that emphasize USP and satisfy
local trends
・Simultaneous ASO and Ad
ad conversion rate
Before ASO After ASO
 CLIENT REFERENCE

MKO & CRO : Between-SNS

KPI
Increase organic downloads

STRATEGY
Maximize impression by optimized metadata
Increase CVR by creatives optimization

SOLUTIONS
・Keyword analysis and market research
・Localize existing creatives and copies
Impressions went up by
・A/B test of the creatives so they show USP

48%
Before & After ASO
and fit the local trends

in App Store impression

Before ASO After ASO
 CLIENT REFERENCE
MKO & CRO : Exos Heroes-Game
Organic installs went up by
142%
Before & After ASO
in iOS installs
Before ASO After ASO
KPI
Enhance Store Visitors’ CVR
STRATEGY
Creatives optimization based on social listening
and user reaction leads to increase in CVR
SOLUTIONS
・Analysis of competing and similar games’
creatives
・Optimize localization in App Store and Play
Store
・Design creatives and develop copies that
emphasize USP and satisfy local trends
 Bespoke
Marketing & Creative Our Service
CONSULTING SERVICE
ASO Data Driven ASO Experience Easily!
INDEX

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・ASO Status
・ASO Simulator
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ASO index for all app developer or marketer looking to improve their app's visibility and increase downloads.
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 OUR PROCESS
Data-Driven Bespoke Marketing with us

www.aixinc.io
 BESPOKE
MARKETING & CREATIVE

Name
aix Inc.

Location
27-14, Motoyoyogicho, Shibuya-ku
Tokyo, Japan
〒151-0062

Contact
mkt@aixinc.io