This article from Sensor Tower's ASO Playbook focuses on conversion rate optimization for App Store and Google Play. On the App Store, developers control icon, name (30 chars), subtitle (30 chars), and a 100-character keyword string (invisible to users). Apple mixes title, subtitle, and keyword string to determine relevancy.
No duplicates allowed between keyword string and title/subtitle. On Google Play, developers control icon, name (30 chars), short description (80 chars), and long description (4000 chars). Keywords have descending importance: title > short description > long description.
Unlike App Store, repetition is allowed. Screenshots are crucial; optimize first three images since most users see only those. Include social proof and calls-to-action.
Localize screenshots for cultural fit. Use A/B testing via Store Listing Experiment (Google Play) or Product Page Optimization (App Store).
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