App store optimization course

Lesson 1 • What ASO Is and Why It Matters

Defines ASO and its impact on organic downloads and revenue. Establishes the business case that motivates every subsequent optimisation decision.

Lesson 2 • Setting Measurable ASO Goals

Introduces KPIs such as keyword rank, conversion rate, and organic installs. Connects goal-setting to iterative optimisation cycles covered in later chapters.

Lesson 3 • How App Store Algorithms Work

Explains ranking signals used by major app stores to surface apps. Provides the algorithmic mental model students apply throughout the course.

Lesson 1 • Localising Keywords for Global Markets

Addresses language, cultural nuance, and regional search behaviour in keyword selection. Prepares students to scale ASO strategies across multiple locales.

Lesson 2 • Building a Keyword Priority Matrix

Guides students through scoring and ranking keywords using volume, difficulty, and relevance. Produces the prioritised keyword list used in metadata optimisation.

Lesson 3 • Competitor Keyword Analysis

Teaches systematic reverse-engineering of competitor keyword sets to find gaps and opportunities. Directly feeds the keyword prioritisation framework in the next section.

Lesson 4 • Research Tools and Data Sources

Surveys ASO-specific keyword tools and how to extract actionable data from each. Students learn to triangulate data across sources for reliable estimates.

Lesson 1 • App Title and Subtitle Optimisation

Covers character limits, keyword placement rules, and brand-keyword balance in titles. Title optimisation has the highest ranking weight of any metadata field.

Lesson 2 • Keyword Field and Short Description

Explains how hidden keyword fields and short descriptions are indexed differently per store. Students learn deduplication rules and field-specific best practices.

Lesson 3 • Metadata Compliance and Policy Rules

Reviews store content policies that restrict metadata practices and can trigger rejection. Ensures students write optimised metadata that passes review without violations.

Lesson 4 • Developer Name and URL Optimisation

Reveals how developer name and app URL slug contribute to indexing and brand authority. Often overlooked fields that provide incremental ranking gains.

Lesson 1 • App Icon Design Principles

Covers visual hierarchy, colour psychology, and recognisability in icon design. The icon is the highest-impact visual element for first-impression conversion.

Lesson 2 • Screenshot Strategy and Storytelling

Teaches how to sequence screenshots to communicate value and drive install decisions. Connects visual narrative to the user's core motivation for downloading.

Lesson 3 • Feature Graphic and Promotional Assets

Addresses banner and feature graphic requirements that appear in editorial placements. Optimised promotional assets increase visibility during featuring opportunities.

Lesson 4 • Preview Video Production Guidelines

Explains store-specific video specs, autoplay behaviour, and optimal content structure. Video assets can significantly lift conversion when properly executed.

Lesson 1 • Sentiment Analysis and Review Mining

Applies text analysis to extract product insights and keyword opportunities from reviews. Review data informs both product roadmap and metadata optimisation decisions.

Lesson 2 • Responding to User Reviews Effectively

Teaches response frameworks for negative, neutral, and positive reviews. Thoughtful responses improve public perception and can convert detractors into advocates.

Lesson 3 • In-App Review Prompt Strategy

Covers timing, trigger logic, and store policy compliance for native review prompts. Proper prompt strategy maximises positive reviews without violating platform rules.

Lesson 1 • Designing and Running A/B Tests

Covers experiment design, variant creation, and traffic allocation for store listing tests. Builds on visual asset testing skills to include all listing elements.

Lesson 2 • Analysing CRO Test Results

Teaches statistical interpretation of A/B test outcomes to make confident optimisation decisions. Prevents common errors like stopping tests early or misreading significance.

Lesson 3 • Custom Store Pages and Audience Targeting

Explores platform features that allow tailored store pages for different traffic sources. Advanced CRO technique that personalises the listing experience per audience segment.

Lesson 4 • Understanding the App Store Conversion Funnel

Maps the visitor journey from impression to install and identifies drop-off points. Provides the analytical framework for all CRO experiments in this chapter.

Lesson 1 • Reporting ASO Results to Stakeholders

Teaches how to translate ASO data into business-impact narratives for non-technical audiences. Effective reporting secures ongoing investment and organisational buy-in.

Lesson 2 • Diagnosing Performance Drops

Provides a structured troubleshooting framework for sudden ranking or conversion declines. Students learn to isolate algorithm changes, competitor moves, and internal causes.

Lesson 3 • Setting Up an ASO Dashboard

Guides students through selecting and arranging KPIs into a functional reporting dashboard. A well-structured dashboard enables fast weekly and monthly performance reviews.

Lesson 4 • Core ASO Metrics and Data Sources

Catalogues the essential metrics available in store analytics consoles and third-party tools. Establishes a shared measurement vocabulary used throughout this chapter.

Lesson 1 • Integrating ASO with Paid User Acquisition

Shows how paid campaign data enriches keyword research and how ASO improves paid ad quality scores. Unified organic and paid strategy reduces blended cost per install.

Lesson 2 • Building a Long-Term ASO Roadmap

Structures a quarterly ASO roadmap that balances quick wins with strategic experiments. Provides the planning framework students use to sustain and grow organic performance.

Lesson 3 • Seasonal and Event-Based ASO Campaigns

Plans keyword and visual asset updates around seasonal trends and cultural events. Timely ASO campaigns capture demand spikes that competitors miss.

Lesson 4 • ASO for App Portfolio Management

Addresses keyword cannibalisation, cross-promotion, and resource allocation across multiple apps. Students apply portfolio-level thinking to maximise total organic installs.