App Store Optimisation in 2026: a practical guide for founders

Most app installs still start with a store search. App Store Optimisation (ASO) is the craft of showing up for the right searches and converting the people who see you. Across the apps our founding team has shipped, ASO was consistently the cheapest growth lever.

Keywords: find the intent

List what users type when they have the problem you solve, not what you call your product. Check each term's popularity and competition, and prioritise phrases where you can realistically rank in the top ten.

Title and subtitle

• Put your strongest keyword in the title, after the brand name.
• Use the subtitle or short description for the second keyword and a clear benefit.
• On iOS, use the hidden keyword field for the rest; never repeat words already in the title.

Screenshots sell, descriptions explain

Most people never read the description. The first two screenshots should show the outcome, not the menu: a before and after, a result, a feeling. Use short captions in large type and test variations.

Ratings and reviews

Ask for a rating right after a success moment, never on first launch or after an error. Reply to reviews, especially negative ones; it builds trust with everyone reading them.

Experiment continuously

Both stores let you test icons, screenshots and descriptions. Run one experiment at a time, wait for significance, and keep a log of what you learn about your audience.

Localise early

Localised listings for Hindi and other Indian languages, as well as key international markets, often lift conversion more than any design change. Translate the screenshot captions, not just the text.

Our free app launch checklist includes every ASO item we check before a launch. Use it alongside this guide.