iOS ASO for discovery and conversion.

Example: keyword research becomes a listing brief

Fictional example for PantryWeek, a meal-planning app with weekly plans and grocery lists. These candidate terms and drafts illustrate the work; they are not validated search-volume findings, client assets or ranking results.

User need → keyword candidates

For “plan dinners for the week”, investigate meal planner and weekly meals. For “remember what to buy”, investigate grocery list. Verify relevance in the target storefront before prioritising terms.

App name and subtitle draft

App name: “PantryWeek: Meal Planner”. Subtitle: “Weekly meals and grocery lists”. The draft makes the core use cases visible; review it against the actual product, brand and current metadata requirements.

Keyword-field research

Investigate additional relevant terms such as menu, recipes and shopping only if the app supports them. Avoid repeating words already covered by the app name or other applicable fields, and exclude unrelated or competing brand terms.

Research handoff

Provide the candidate term, user intent, target locale, proposed field, evidence source and reason for inclusion. Mark tool estimates and unvalidated candidates clearly.

Apple: metadata and keyword guidance

Example: a screenshot and testing brief

For the same fictional app, the creative brief turns the product promise into a sequence a prospective user can understand. It demonstrates a hypothesis, not a predicted conversion increase.

Screenshot one: the main benefit

Show the real weekly-plan screen with a concise message such as “Plan your week’s meals”. Use actual product functionality; do not create a feature the app lacks.

Supporting screenshots

Follow with generating a grocery list and adjusting a meal plan. Each image should answer a different product question using readable UI and copy.

Experiment hypothesis

Test whether leading with the weekly-plan benefit helps more eligible visitors choose the app than the current first screenshot. Keep the proposed change specific enough to interpret.

Evaluation brief

Name the product page optimisation metric, intended audience and observation window. Review the platform’s confidence information and traffic sufficiency, and record concurrent release or campaign changes.

Apple product page optimisation

Choose recommendations, production or implementation

A listing review produces a different handoff from a finished creative package. Your proposal should state which deliverables are included before work begins.

Research and metadata

Request a keyword map, metadata drafts for the agreed locales and a rationale for each change. A focused review can stop at this handoff if your team handles execution.

Creative production

Screenshot strategy and copy briefs can guide your designer. Finished screenshots, additional device formats and localisation production must be expressly included if required.

Publishing and release coordination

Assign ownership of App Store Connect changes, approvals and release dependencies. Access and a prepared draft do not automatically mean publishing is included.

Ongoing evaluation

Request a baseline, change log and review of discovery and conversion using consistent source and locale definitions. Rank tracking, creative testing and further revisions should have an agreed cadence.