ASO Glossary
Every term you need to speak ASO fluently.
- A/B Testing
- Comparing two versions of an asset (screenshots, icons, descriptions) to see which performs better.
- ASO
- App Store Optimization. The practice of improving your app's visibility and conversion rate in app stores.
- Conversion Rate (CR)
- The percentage of store page visitors who install your app.
- Impressions
- The number of times your app appears in search results, browse sections, or featured placements.
- Keyword Optimization
- Researching and placing high-value search terms in your app title, subtitle, and keyword field.
- Localization
- Adapting your app listing — screenshots, descriptions, and metadata — for different languages and markets.
- Product Page Optimization (PPO)
- Apple's native A/B testing tool for testing screenshots, icons, and app preview videos.
- Screenshots
- The 3–10 images displayed on your app store listing. Often the primary driver of conversion.
- Store Listing Experiments
- Google Play's native A/B testing tool for screenshots, descriptions, and icons.
- Tap-Through Rate (TTR)
- The percentage of users who tap your app after seeing it in search results or browse.
- App Preview Video
- A 15–30 second autoplay video on your App Store listing. Optional but can boost conversion.
- Feature Graphic
- A banner image at the top of your Google Play listing. Required for Android.
- Primary Screenshot
- The first screenshot in your listing. Drives 60–70% of tap-through decisions.
- Device Frame
- The phone or tablet bezel placed around your screenshot to show it in context.
- Alpha Channel
- Transparency in PNG images. Apple rejects screenshots with transparency.