Research app store keywords using search suggestion data, competitor listings and category browsing behaviour.
Marketing & Sales
App Store Optimisation for Mobile App Growth
Learn app store optimisation techniques that improve organic app visibility and conversion, covering keyword research, creative testing and rating management across app stores.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Paid user acquisition costs keep climbing while app stores still reward listings that rank and convert organically, yet many app marketers treat the store page as a formality rather than a conversion surface with its own keyword and creative testing discipline. This course covers app store optimisation as a repeatable process: researching keywords from search suggestion data and competitor listings, optimising titles, subtitles and backend metadata within each store's character limits, and testing icons, screenshots and preview videos for their effect on listing conversion rate. You will localise store listings for priority markets by researching market-specific keywords rather than translating a home-market list, build a ratings and review prompt strategy tied to moments of demonstrated satisfaction, and read app store analytics well enough to separate keyword-driven, browse and referral installs. The course finishes by aligning app store optimisation with paid user acquisition, so creative and keyword signals reinforce each other instead of contradicting.
Expected Learning Outcomes
Optimise app title, subtitle and metadata fields within each app store's character limits and indexing rules.
Design and test app icons, screenshots and preview videos to improve store listing conversion rate.
Localise app store listings for priority markets, adapting keywords and creative rather than translating literally.
Build a rating and review prompt strategy that requests feedback at moments of demonstrated user satisfaction.
Interpret app store analytics to separate keyword-driven, browse and referral traffic sources.
Coordinate app store optimisation testing with paid user acquisition campaigns to avoid conflicting creative signals.
Who Should Attend
Mobile app marketing managers responsible for organic install growth.
Growth marketers running app store experiments alongside paid user acquisition campaigns.
Product marketers preparing store listing content for a new app launch or major update.
User acquisition specialists who need organic and paid app store performance to work together.
Startup founders managing app marketing without a dedicated ASO specialist.
App store optimisation analysts tasked with keyword and creative testing programmes.
Course Modules
Select any module to see its sessions and points.
01Keyword Research and Metadata Optimisation
2 sessions · 8 points
Session 1Researching App Store Keywords
- Mine search suggestion and autocomplete data from app stores to find how users phrase category searches.
- Analyse competitor listings to identify keywords they rank for that a target app is currently missing.
- Assess keyword difficulty and search volume trade-offs to prioritise terms an app can realistically rank for.
- Map keywords to user intent stages, distinguishing category-discovery searches from branded or feature-specific searches.
Session 2Optimising Titles, Subtitles and Backend Fields
- Write app titles and subtitles that fit character limits while front-loading the highest-priority keywords.
- Populate backend keyword fields without repeating terms already covered in the visible title and subtitle.
- Update metadata iteratively based on ranking changes observed after each app store submission.
- Distinguish indexing rules and character limits between different app stores when adapting metadata for each platform.
02Creative Testing for Listing Conversion
2 sessions · 8 points
Session 1Icon and Screenshot Testing
- Design icon variations that test colour, symbol and background contrast against store browsing conditions.
- Sequence screenshots to lead with the strongest value proposition before secondary features.
- Run A/B or traffic-split tests on icons and screenshots using platform experimentation tools or third-party services.
- Interpret test results for statistical reliability before rolling a winning creative out to the full listing.
Session 2Preview Videos and Feature Graphics
- Script preview videos that demonstrate core app functionality within the first few seconds of autoplay.
- Design feature graphics and promotional art that align with icon and screenshot creative for a consistent listing.
- Test video against static screenshot-only listings to measure incremental conversion rate impact.
- Update creative assets around major app updates or seasonal campaigns to keep the listing current.
03Localisation and Market Expansion
2 sessions · 8 points
Session 1Adapting Listings for Priority Markets
- Research market-specific keywords rather than translating a home-market keyword list directly.
- Adapt screenshots and preview videos to reflect local language, currency and cultural context.
- Prioritise localisation markets based on existing organic traffic, app store country ranking and market size.
- Coordinate localisation timing with in-app language support so store promises match the actual app experience.
Session 2Managing Multi-Market ASO Performance
- Track keyword ranking and conversion rate separately for each localised market rather than a single global average.
- Identify markets where competitor density requires a different keyword or creative strategy than the home market.
- Resolve conflicting priorities when limited localisation resource must be allocated across several markets.
- Review localisation performance quarterly to decide which markets justify further creative investment.
04Ratings, Reviews and Integration With Paid Growth
2 sessions · 8 points
Session 1Building a Ratings and Review Strategy
- Design in-app prompts that request a rating after a moment of demonstrated user satisfaction rather than on first launch.
- Segment review prompts to route dissatisfied users to support channels instead of the public app store review flow.
- Respond to public reviews in a way that demonstrates active support without violating store review guidelines.
- Track rating trends after each release to catch update-related quality issues early.
Session 2Aligning ASO With Paid User Acquisition
- Share winning ASO creative concepts with paid user acquisition teams to keep store and ad creative consistent.
- Analyse how paid traffic volume affects organic ranking through increased overall download velocity.
- Avoid keyword or creative conflicts where paid campaign messaging contradicts the organic store listing.
- Build a combined reporting view that separates organic, paid and cross-influenced install sources.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
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