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App Store Optimization

In this region most people discover apps inside Google Play, not on a desktop landing page. We treat store listings as landing pages: titles and short descriptions that match how people search, screenshots that still read on a small, data-sensitive screen, and localization for the countries you actually ship to.

Request an ASO reviewHow we work
Smartphone showing a grid of mobile apps
Play
Industry pattern across most African markets: Google Play carries the majority of smartphone app installs. iOS share is higher in affluent South African segments.
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Apple has publicly stated that a majority of App Store visits begin with search. Treat that as an Apple industry figure, not an Accerstus conversion rate.
Icon
Industry listing research consistently finds the icon and the first two screenshots do most of the work before a tap. We design that fold for 5-inch screens.
Data
Store screenshots that look like 4K trailers waste megabytes. Industry practice for emerging markets is compressed preview assets and captions that work with sound off.

Industry benchmarks, not Accerstus client results. Verify before citing.

We treat the store listing as the highest-intent page you will ship.

FRAMEWORK APPROACH

ASO is conversion rate optimization for a page you do not fully control. Metadata, creative, ratings response and localization have to work inside Play Console and App Store Connect rules, in the languages and payment methods your users already have.

Research the queries people type in-store.

Play and App Store search is shorter and more brand-led than Google. We map category terms, local payment names and competitor listings before we rewrite a title.

Build the listing fold.

Icon, subtitle, first screenshots and preview video sized for Play and iOS. Captions explain EcoCash, M-Pesa, cards or delivery in one glance.

Localize where you have users.

Country availability, screenshots and descriptions for South Africa, Kenya, Nigeria-adjacent diaspora traffic if relevant, and Zimbabwe when the app is actually offered there.

OUR PHILOSOPHY

Play first, iOS with eyes open

Budget follows install share. We do not run an iOS-only ASO programme in a market that lives on Android unless the product is truly iOS-led.

Keywords are not stuffing

Play's short description and Apple's keyword field have character limits and policies. We write for humans scanning a list, then for the store's retrieval system.

Ratings are part of ASO

Prompting a review at a success moment, and answering public feedback, moves conversion. Fake reviews are a policy and a trust failure.

The product must match the listing

A store page that promises M-Pesa checkout and ships a USD-only paywall will be one-starred. Creative and product have to tell the same story.

Store listing
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FRAMEWORK EXECUTION

Listings that get found, understood and installed.

  • Title, subtitle and short-description tests
  • Screenshot and preview-video systems
  • Localization for target country stores
  • Ratings and review-response workflow
  • Custom store listings and audience pages where available

PLATFORMS THAT WE WORK WITH

Google Play ConsoleApp Store ConnectFirebaseGA4Anthropic

Frequently Asked Questions

App store optimization is the practice of improving an app's visibility and conversion inside Google Play and Apple's App Store. It covers metadata, creative, localization, ratings and in-store search, not paid user acquisition.
Paid user acquisition is a separate service under paid search and paid social. ASO is the organic listing. The two should share query research so ads and the store page do not contradict each other.
No. Category charts are driven by the stores' ranking systems and by competitor velocity. We improve the listing quality you control and report listing metrics, not a promised chart position.
Only if the product UI and support can keep that promise. A translated store page over an English-only app creates one-star reviews. We localize when the app is ready to back it.

Ready to earn installs from the store?

Talk to us about ASO