ASO Checklist
You’ve built a great app. You’ve tested it. You’ve launched it.
And now… crickets.
If your app isn’t getting downloads, the problem probably isn’t your app. It’s your App Store Optimization (ASO).
ASO is how people find your app in the app stores. Get it right, and you’ll see steady growth. Get it wrong, and your app stays invisible—no matter how good it is.
This checklist covers the 15 most important ASO steps you need to take in 2026. Follow them in order, and you’ll see results.
Let’s dive in.
Step 1: Research High-Volume, Low-Competition Keywords
Before you optimize anything, you need to know what people are actually searching for.
Most developers make the same mistake: they optimize for keywords they think are relevant, not keywords people actually use.
What to do:
- Use ASO tools like App Radar, Sensor Tower, or Mobile Action
- Search for keywords related to your app’s core function
- Look for keywords with high search volume (10,000+ monthly searches)
- Check the competition level (aim for difficulty score under 40)
- Prioritize 2-3 primary keywords and 5-7 secondary keywords
Pro tip:
Don’t just copy your competitors’ keywords. Find gaps—keywords they’re not targeting but should be.
Step 2: Optimize Your App Title with Primary Keywords
Your app title is the single most important ranking factor in ASO.
Apple gives you 30 characters. Google Play gives you 50. Every character counts.
What to do:
- Include your primary keyword in the title
- Keep it clear and descriptive (not clever)
- Format: [App Name] – [Primary Keyword]
- Example: ‘TaskFlow – Team Productivity App’
What NOT to do:
- Keyword stuffing (‘Best Productivity Task Manager Team Collaboration App’)
- Using special characters or emojis (looks spammy)
- Making it too vague (‘The Ultimate App’)
Step 3: Write a Compelling Subtitle (iOS) or Short Description (Android)
This is your elevator pitch. You have one sentence to convince someone to keep reading.
What to do:
- iOS: 30 characters for subtitle
- Android: 80 characters for short description
- Include a secondary keyword
- Focus on the main benefit, not features
- Example: ‘Manage tasks, collaborate in real-time’
Step 4: Design an Icon That Stands Out
Your icon is the first thing people see. If it doesn’t grab attention in 0.3 seconds, you’ve lost them.
What to do:
- Use bold, contrasting colors
- Keep it simple (one clear symbol or letter)
- Make sure it’s recognizable at small sizes
- Test it against competitors (search your category and see if yours stands out)
- Avoid gradients and complex designs
A/B test your icon:
Both Apple and Google allow icon testing. A better icon can increase conversion rates by 20-30%.
Step 5: Create Screenshots That Tell a Story
Most people don’t read your description. They scroll through screenshots and decide in 10 seconds.
What to do:
- Use the first 3 screenshots to show your core value proposition
- Add text overlays explaining each feature
- Show benefits, not just interface
- Use real data or examples (not lorem ipsum)
- Keep text large and readable
Screenshot structure:
- Screenshot 1: Main benefit (‘Manage all your tasks in one place’)
- Screenshot 2: Key feature (‘Real-time team collaboration’)
- Screenshot 3: Integration or unique selling point (‘Works with Slack, Trello, Asana’)
- 4-5. Additional features or social proof
Step 6: Write a Benefit-Focused Description
Your description should answer one question: ‘What’s in it for me?’
What to do:
- Start with a hook (the problem you solve)
- List 3-5 key benefits (not features)
- Include keywords naturally (don’t stuff)
- Use bullet points for readability
- End with a clear call-to-action
Structure:
Paragraph 1: The problem
Paragraph 2: How your app solves it
Paragraph 3: Key benefits (bullet points)
Paragraph 4: Social proof (users, ratings, awards)
Paragraph 5: CTA (‘Download now and start…’)
Step 7: Use All Available Keyword Fields (iOS)
Apple gives you 100 characters for keywords in the backend. Use every single one.
What to do:
- Don’t repeat keywords from your title or subtitle
- Separate keywords with commas (no spaces)
- Use singular forms only (Apple indexes plurals automatically)
- Avoid articles (a, an, the)
- Test and update keywords every 2-3 months
Example:
productivity,task,manager,team,collaboration,remote,work,organize,project,calendar
Step 8: Localize for Multiple Markets
English isn’t the only language. If you want global downloads, you need localization.
What to do:
- Start with high-value markets (US, UK, Germany, France, Japan)
- Translate your title, subtitle, description, and keywords
- Use native speakers (not Google Translate)
- Research local keywords (they’re different in every language)
- Update screenshots with localized text
Impact:
Apps with localization see 30-50% more downloads in international markets.
Step 9: Get Reviews (The Right Way)
Reviews are social proof. Apps with 500+ reviews get 5x more downloads than apps with 50 reviews.
What to do:
- Use in-app prompts (after a positive action)
- Time it right (after 3-5 uses, not immediately)
- Make it easy (one tap to review)
- Respond to every review (positive and negative)
- Fix issues mentioned in negative reviews
What NOT to do:
- Buy fake reviews (you’ll get banned)
- Incentivize reviews with rewards (against store policies)
- Ask too early (users haven’t experienced value yet)
- Step 10: Maintain a High Rating (4.5+ Stars)
Your rating is visible everywhere. A 4.2 rating vs 4.7 can mean the difference between 1,000 and 10,000 downloads.
Step 10: Maintain a High Rating (4.5+ Stars)
What to do:
- Monitor reviews daily
- Respond to negative reviews within 24 hours
- Fix bugs immediately (crashes kill ratings)
- Ask happy users to update old reviews
- Use app updates to reset ratings (if needed)
Pro tip:
When you release a major update, Apple and Google show the ‘current version’ rating separately. Use this to recover from old negative reviews.
Step 11: Update Your App Regularly
App stores favor active apps. Regular updates signal that your app is maintained and improving.
What to do:
- Release updates every 2-4 weeks
- Include ‘What’s New’ notes with each update
- Fix bugs and add features based on user feedback
- Use updates to test new keywords and screenshots
Impact:
Apps that update regularly rank 20-30% higher than apps that haven’t updated in months.
Step 12: Drive External Traffic to Your App Listing
ASO isn’t just about optimizing your listing. It’s also about driving traffic to it.
What to do:
- Create blog content targeting app-related searches
- Get featured in app roundups (‘Best productivity apps 2026’)
- Run social media campaigns linking to your app
- Use paid ads (Apple Search Ads, Google App Campaigns)
- Build backlinks to your app store listing
Why this matters:
External traffic signals to the app stores that your app is popular, which boosts your organic rankings.
Step 13: Track Your ASO Metrics
You can’t improve what you don’t measure.
Key metrics to track:
- Keyword rankings (where you rank for target keywords)
- Impressions (how many people see your app)
- Conversion rate (impressions → downloads)
- Retention rate (how many users keep using your app)
- Reviews and ratings (volume and average)
Tools to use:
- Apple App Analytics (free)
- Google Play Console (free)
- Sensor Tower, App Annie, or Mobile Action (paid)
Step 14: A/B Test Everything
What works for one app might not work for yours. Test everything.
What to test:
- App icon (biggest impact)
- Screenshots (order and design)
- App title and subtitle
- Description copy
- Keywords
How to test:
- Apple: Use Product Page Optimization (built-in A/B testing)
- Google: Use Store Listing Experiments
- Run tests for at least 2 weeks (need statistical significance)
- Test one element at a time
Expected results:
A winning icon can increase downloads by 20-30%. Better screenshots can add another 15-20%.
Step 15: Monitor Competitors and Adapt
ASO isn’t a one-time task. Your competitors are optimizing too.
What to do:
- Check your top 5 competitors every month
- See what keywords they’re ranking for
- Analyze their screenshots and descriptions
- Look for gaps you can exploit
- Adapt your strategy based on what’s working
Pro tip:
Set up alerts for when competitors update their listings. This gives you insights into their strategy.
Final Thoughts
ASO isn’t complicated, but it does require consistency.
Most developers optimize once at launch and never touch it again. That’s a mistake.
The apps that succeed are the ones that treat ASO as an ongoing process—testing, measuring, and improving every month.
Follow this 15-step checklist, and you’ll be ahead of 90% of apps in your category.
Start with the basics (keywords, title, icon, screenshots). Then move to the advanced tactics (localization, A/B testing, external traffic).
And remember: ASO works best when combined with SEO. Drive traffic from Google to your app listing, and you’ll see exponential growth.
Need Help with ASO?
At Crowds Wire, we specialize in App Store Optimization and digital marketing strategies that drive real results.
Whether you’re launching a new app or trying to boost downloads for an existing one, we can help.