App Store Optimisation (ASO)

Ideal fit

• Head of Product or Growth whose iOS downloads have plateaued despite marketing spend.
• CTO or founder who hasn't touched the store listing in 6 months or more (or ever).
• Newly-launched app that needs a proper ASO baseline before scaling paid acquisition.
• Product team planning international expansion and needing a locale-priority map.
• App getting impressions but not installs. The funnel is usually broken at the listing, not the ad.
• App with strong retention and weak discovery. Classic ASO fix.

Scope

Three tasks, available individually or stacked:

• 1. ASO Audit: full diagnostic of the store listing, keyword strategy, creative (icon, screenshots, video preview), localisation posture, category and seasonality fit, conversion funnel where data is available, and competitive benchmarking against 2 or 3 peers. Output is a prioritised plan and a keyword strategy.
• 2. ASO Execution: implement the priority changes from the audit. New metadata, rewritten copy, new screenshot sequence (design direction or final-ready files), new keyword posture, locale rollouts. Changes go out on your release train, not as a separate motion.
• 3. ASO Retainer: ongoing quarterly optimisation. New iOS release updates, seasonal and event-driven refreshes, an A/B test cadence that actually ships, and a quarterly keyword-ranking review. For teams where ASO is a real growth lever, not a once-a-year clean-up.

Deliverables

• From Audit: written ASO audit report with prioritised recommendations (quick-win vs strategic buckets), keyword strategy document, creative direction per screenshot, and a localisation priority list.
• From Execution: shipped store listing changes (copy, metadata, screenshots, localisations), plus a written change log and before-and-after positioning notes.
• From Retainer: quarterly optimisation report, running A/B test log, keyword-ranking movement notes, and a next-quarter plan.
• Report calibrated to your primary reader: deep-technical, cross-technical, or executive. Mixed audiences get a layered write-up with an executive preamble on top and technical detail below.
• 60-minute walkthrough call on every report.

Timeline

Audit: ~1 week from kickoff to final report. Execution: 1 to 3 weeks depending on the scope agreed after the audit. Retainer: monthly, with a quarterly cadence on the deep reviews.