Metadata with restraint
Title: brand + primary job when length allows. Subtitle: secondary job or differentiator. Keyword field: real search phrases you can defend with screenshots — not a dump of competitors’ brand names.
Localization beats inventing English synonyms. One strong locale ships more installs than ten mediocre translations.
Creative that converts
Show the UI users will actually open on day one. Feature graphic storytelling helps, but fake “5.0 ★” badges in screenshots age poorly when ratings disagree.
Test the first three screenshots like homepage heroes — they carry most of the browse-to-install decision.
Measure, don’t mythologize
Pair ASO experiments with listing audits and competitor screenshots over time. AuditHQ keeps that history next to scores so you know which creative change correlated with rating or peer movement.