Optimize App Store product pages for search visibility and conversion. Use for App Store Optimization (ASO), keyword research, app name/subtitle/keyword-field strategy, conversion-focused descriptions and promotional text, screenshot captions and ordering, Custom Product Pages with assigned search k

App Store Optimization (ASO) Search visibility and conversion optimization for App Store product pages. This skill covers strategic metadata decisions which keywords to target, how to structure descriptions for conversion, and how to use Custom Product Pages and in app events for discoverability. For metadata compliance rules (character limits, screenshot device requirements, rejection triggers), see the app store review skill. Contents [Workflow and Boundaries]( workflow and boundaries) [Title and Subtitle Strategy]( title and subtitle strategy) [Keyword Field Strategy]( keyword field strategy) [Description Structure]( description structure) [Promotional Text]( promotional text) [Screenshot and Preview Optimization]( screenshot and preview optimization) [In App Review Prompts]( in app review prompts) [Custom Product Pages]( custom product pages) [In App Events]( in app events) [Product Page Optimization]( product page optimization) [Ratings and Review Management]( ratings and review management) [Localized Metadata Optimization]( localized metadata optimization) [Common Mistakes]( common mistakes) [Review Checklist]( review checklist) [References]( references) Workflow and Boundaries 1. Split recommendations into Visibility (indexed metadata, localization, ratings, events) and Conversion (message, assets, variants, experiments). 2. Name the evidence, owner, target metric, and validation checkpoint for each. 3. Apply the [Review Checklist]( review checklist). Work Owner Listing, keyword/message fit, assets, page variants, localization, events, ratings strategy This skill Submission compliance, privacy manifest/labels, ATT wording, rejection risk app store review Purchases, paywalls, entitlements, subscription mechanics storekit Title and Subtitle Strategy Apple indexes the app name and subtitle for search. Together they provide 60 characters (30 + 30) of indexed, high visibility keyword real estate. Positioning framework Use Brand Keyword when the brand already has recognition, Keyword Brand when a new app must compete on category terms, and a blended name when the brand naturally contains a relevant keyword. Rules Do not repeat words between the name and subtitle Apple indexes both, so duplicates waste characters. Front load the highest value keyword in whichever field has more room. Avoid generic filler words ("the", "best", "app") they consume space without search value. The subtitle should communicate the primary value proposition, not a tagline. Keyword Field Strategy App Store Connect accepts up to 100 UTF 8 bytes in the keyword field (some Apple overview pages summarize this as 100 characters). Use comma separated terms with no spaces after commas; each term must be longer than two characters. Prioritization Rank candidate keywords by three factors: Factor Weight Signal Relevance Highest Does the keyword describe what the app actually does? Search volume Medium Are users actually searching for this term? Competition Lower How many apps target this keyword? Prioritize user intent and metadata fit. Account for the primary category alongside the app name, subtitle, and keyword field; do not repeat it. Tactical rules Deduplicate against title and subtitle Apple already indexes those words. Do not include both singular and plural forms of the same term; Apple treats them as duplicates. Omit the category name Apple adds the app's primary category to search automatically. Omit spaces after commas they count against the 100 character limit. Consider abbreviations and common misspellings if they are genuine search terms. Reserve space for the most relevant, highest intent terms; do not spend characters on terms that only weakly describe the app. See: [references/keyword research methodology.md](references/keyword research methodology.md) for the full research process, scoring framework, and indexing details. Validation checkpoint: Render the final name, subtitle, and keyword field together. Count its UTF 8 bytes, split it on commas, reject blank, space prefixed, or two character or shorter tokens, compare normalized words across the three indexed fields and primary category, and require a relevance or demand signal for every retained term. Revise the field and repeat the check until every token earns its space. Description Structure Apple's search guidance centers text relevance on the app name, subtitle, keywords, and primary category, plus behavior signals such as downloads, ratings, and reviews. Treat the description as conversion copy, not a place to stuff extra search terms: users who expand it are evaluating whether to download. Four part structure 1. Hook (first 1 3 lines) the only text visible before the "more" fold. Lead with the strongest benefit or differentiator. This is the most important copy on the page. 2. Feature highlights 4 6 short feature descriptions. Use Unicode bullet characters (•) since the App Store does not render markdown. Focus on outcomes, not technical details. 3. Social proof awards, press quotes, user count milestones, or notable ratings. One or two lines. 4. Call to action a closing line encouraging the download. Keep it short and benefit focused. Formatting notes The App Store does not render markdown, HTML, or rich text. Use plain text with Unicode characters for structure. Short paragraphs with line breaks between them. Walls of text kill conversion. Write per locale translate the structure, not the words. See [Localized Metadata Optimization]( localized metadata optimization). Promotional Text Promotional text appears above the description, is limited to 170 characters, and can be updated at any time without submitting a new app version. Rotation strategy Update promotional text for feature launches, seasonal moments, awards or press, promotions, and in app events. Do not leave it static across releases; if there is nothing timely to promote, rotate between the app's strongest selling points. Screenshot and Preview Optimization Most users never scroll past the first 3 visible screenshots. These slots determine whether a user engages with the full product page or moves on. First 3 screenshots Lead with the primary value proposition the screen that best demonstrates why someone should download. Never place onboarding, splash, or loading screens in the first 3 slots. Each screenshot should demonstrate a different benefit or feature. Caption writing Write benefit oriented captions, not feature labels. "Never miss a deadline" converts better than "Calendar View". Keep captions to 2 5 words above the screenshot and one short line below. Use action verbs: "Track", "Share", "Discover", "Build". Ordering strategy Use slot 1 for the primary value proposition, slot 2 for the core differentiator, slot 3 for the next strongest feature, and later slots for supporting features, social proof, or edge cases. App preview video If a preview video is present, it occupies the first slot. The first frame becomes the poster image when autoplay is disabled choose a frame that works as a standalone screenshot. For screenshot device requirements and compliance rules, see the app store review skill. Validation checkpoint: Preview each localized product page at first fold size. Confirm that the first three visible assets communicate distinct benefits, that captions match the UI and public claims, and that the ordering answers the same intent targeted by the page's metadata. Replace or reorder any asset that fails, then review the first fold again as a set. In App Review Prompts StoreKit provides RequestReviewAction for SwiftUI and AppStore.requestReview(in:) for UIKit. Use this section for timing strategy; for the full StoreKit API surface, see the storekit skill. System behavior The system enforces a maximum of 3 prompts per 365 day period per device for users who have not yet rated the app. The API is a request, not a guarantee StoreKit decides whether to show the prompt. During development, the prompt always appears. In TestFlight, it never appears. Prompt timing Good triggers include completing a meaningful task, achieving a milestone or streak, a positive in app moment, or several active sessions. Bad triggers include first launch, onboarding, errors, crashes, failed transactions, or direct button tap pre screens. Do not gate the prompt behind a "Rate this app?" dialog Apple discourages intercepting the system prompt and may reject apps that pre screen. Persistent review link For a settings screen or "Rate us" option, link directly to the App Store review page using the URL format: This opens the review writing screen directly and is not subject to the 3x/year system limit. Custom Product Pages Custom Product Pages allow up to 70 variant product pages per app. Each variant can have different screenshots, app preview videos, promotional text, and assigned search keywords tailored to a specific audience or acquisition channel. When recommending Custom Product Pages, explicitly mention both the 70 page capacity and assigned keyword search visibility, then map each page to a distinct audience, message, keyword/ad intent, and measurement plan. Use cases Use separate pages for paid search ad groups, social campaigns, feature specific landings, seasonal campaigns, and other acquisition paths where the first screenshot or promotional text should match a distinct user intent. Setup Each Custom Product Page gets a unique App Store URL usable in ad campaigns, deep links, and web pages. Approved pages can also appear in App Store search for assigned keywords from the latest approved app version. Pages can be localized independently. Create pages in App Store Connect under the Custom Product Pages tab. Name pages descriptively for internal tracking (e.g., "Search FitnessTracking", "Social HolidayCampaign"). See: [references/product page variants.md](references/product page variants.md) for setup details, URL structure, and campaign mapping strategy. In App Events In app events surface in App Store search results, on the Today tab, and in personalized recommendations. They increase visibility during the event window and can re engage lapsed users. Event types Choose the Apple event badge that matches the actual in app experience: Challenge, Competition, Live Event, Major Update, New Season, Premiere, or Special Event. Do not manufacture events without real time bound content. Metadata limits Event name is 30 characters, short description 50, long description 120, and the event card image is required at 16:9 (1920x1080 or similar). Strategy Schedule events around feature releases, seasonal moments, or content drops. Write the name and short description for their event card context across the product page, Search, and Today; measure whether a timely card improves taps. Overlap events strategically: end the current event as the next one begins to maintain continuous search visibility. See: [references/product page variants.md](references/product page variants.md) for event scheduling templates. Product Page Optimization App Store Connect provides native testing for product page elements. What can be tested App icon (alternate icons) Screenshots (order, content, captions) App preview video Each test can include up to three treatments against the original product page, which serves as the default baseline. Test design Run tests for a minimum of 7 days to account for day of week variation. Ensure sufficient traffic for statistical significance low traffic apps may need longer test durations. Test one hypothesis at a time as a methodology choice (e.g., screenshot order OR caption copy,

app-store-optimization