App Store Optimization Checklist

Run this weekly. Keep it boring. Boring compounds.

1) Preparation (10 mins)

• Pick one primary goal for the week: visibility or conversion.
• Choose one hypothesis you can express in one sentence.
• Decide what you will not change this week (so results are interpretable).

2) Visibility (30 mins)

• Review top intent clusters: are you showing up for the queries that actually matter?
• Identify 3–5 “close enough to win” terms (often positions 10–30) where conversion work can lift performance.
• Check competitor adjacency: which brands are you consistently appearing near (and should you)?

3) Conversion (30 mins)

• Audit screenshot #1: does it instantly confirm the promise implied by your top keywords?
• Audit the first three screenshots: do they earn the scroll, or lead with vague branding?
• Check your icon: is it recognisable at small size and high contrast in search results?

Reference: CMA — screenshots that convert.

4) CPPs / segmentation (20 mins)

• List your top 2–3 intent clusters; for each, decide if it warrants a dedicated CPP / custom listing.
• Classify each page as intention-led vs attention-led.
• Make sure the keyword is eligible/assigned (otherwise it’s not a CPP opportunity).

Reference: CMA — CPP opportunities.

5) Trust: ratings & reviews (15 mins)

• Scan the most recent reviews and categorise themes (bugs, pricing, onboarding, missing features).
• Update screenshot headlines to address the top “uncertainty” themes.
• Review your review-ask timing: ask at moments of success, not at random.

6) Measurement (20 mins)

• Track listing conversion rate (views → installs) by market and (where possible) by variant/CPP.
• Validate changes with controlled windows (avoid comparing different seasonality weeks).
• If you run Apple Ads, check message-match: are top paid clusters aligned to the right page?

7) Shipping & documentation (10 mins)

• Ship one change (or launch one test).
• Write a 5-line read-out: hypothesis, change, expected outcome, result, next action.
• Queue next week’s hypothesis while context is fresh.
• Save any evidence (keywords/ranks/screenshots) you used, so next week starts faster.

Practical notes (to avoid wasted weeks)

• Don’t mix intents: keep one change focused on one cluster (otherwise learnings blur).
• Conversion first: if your page doesn’t convert, visibility work will look “ineffective”.
• Keep a backlog: store wins come from a queue of good hypotheses, not inspiration on the day.

If you’re short on time, do just two checks every week: (1) screenshot #1 clarity for top intent, and (2) negatives/query hygiene for Apple Ads.

Common mistakes checklist (quick scan)

• We changed metadata and screenshots at the same time (can’t interpret results).
• We shipped “pretty UI” screenshots that don’t state a promise.
• We created CPPs without keyword eligibility/assignment.
• We scaled spend without validating conversion.

If you have 60 extra minutes: the highest-ROI deep dive

1. Pick your top intent cluster (one).
2. Look at the top 3 ranking apps for that query: what promise do they lead with in screenshot #1?
3. Rewrite your screenshot #1 headline to mirror that intent — but add one sharper proof point.
4. Plan one CPP variant for that cluster (if eligible) and run it as your next test.

This single loop often beats “10 small tweaks” because it aligns the whole story to one high-intent demand pocket.

• Promise examples: “Track sleep automatically”, “Hit your macro target”, “Spend abroad with no hidden fees”.
• Proof examples: “Trusted by X users”, “Backed by science”, “Fast setup”, “Works with Apple Watch”.

This is also the fastest way to write useful editorial posts: pick an intent cluster, then show the promise/proof gap with evidence.

If you only adopt one habit from this checklist, make it the weekly screenshot #1 audit. It pays back everywhere, fast—consistently.

If you’re running paid, repeat the same loop for your top Apple Ads query cluster: build a CPP, then tighten the query set and negatives until you can explain performance.

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Editor: App Store Marketing Editorial Team
Insights informed by practitioner experience and data from ConsultMyApp and APPlyzer.