Mobile Marketing Mobile App Marketing (ASO) 2 — Questions and Answers
Question 1: Which app store metric most directly influences an app's conversion rate from store listing page visits to installs?
- Number of screenshots
- Icon design and first impression (Correct answer)
- App size in megabytes
- Number of in-app purchases
Correct answer: Icon design and first impression
The icon is typically the first visual element users see and has the greatest impact on whether they tap to view the listing or scroll past.
Question 2: In ASO, what is 'keyword density' best described as?
- The number of keywords in the title only
- How frequently relevant keywords appear across all metadata fields (Correct answer)
- The ratio of keyword clicks to impressions
- The number of unique keywords targeting a single app
Correct answer: How frequently relevant keywords appear across all metadata fields
Keyword density in ASO refers to how often relevant terms appear across the title, subtitle, keyword field, and description to signal relevance to store algorithms.
Question 3: A developer notices their app ranks well for branded keywords but poorly for generic category keywords. What ASO strategy should they prioritize?
- Add more branded terms to the keyword field
- Target long-tail generic keywords with lower competition (Correct answer)
- Remove all branded keywords from metadata
- Increase the app's price to signal premium quality
Correct answer: Target long-tail generic keywords with lower competition
Long-tail generic keywords have lower competition and more attainable rankings, helping the app gain visibility beyond its brand audience.
Question 4: What does 'browse' traffic mean in the context of App Store Connect analytics?
- Users who found the app through web search
- Users who discovered the app through editorial features and category charts (Correct answer)
- Users arriving from paid advertising campaigns
- Users who clicked a direct deep link
Correct answer: Users who discovered the app through editorial features and category charts
Browse traffic in App Store Connect represents users who discovered the app through editorial features, top charts, and category browsing within the App Store.
Question 5: Which element of a Google Play Store listing is NOT indexed for keyword search ranking?
- App title
- Short description
- Long description
- Developer name (in most cases) (Correct answer)
Correct answer: Developer name (in most cases)
While the developer name appears on the listing, it generally does not contribute to keyword ranking signals in the same way that title, short description, and long description do.
Question 6: An app's rating drops from 4.7 to 3.9 after a major update. What is the most effective ASO recovery action?
- Immediately change the app's category
- Respond to negative reviews and push a bug-fix update to solicit new ratings (Correct answer)
- Delete all existing reviews and start fresh
- Lower the app price to attract more downloads
Correct answer: Respond to negative reviews and push a bug-fix update to solicit new ratings
Addressing user complaints via responses and a quick bug-fix update encourages satisfied users to leave new positive ratings, gradually restoring the average.
Question 7: What is the primary purpose of A/B testing creative assets (icons, screenshots) in Google Play's Store Listing Experiments?
- To identify which visuals drive the highest install conversion rate (Correct answer)
- To test different pricing models simultaneously
- To compare keyword ranking performance across variants
- To evaluate different app permission requests
Correct answer: To identify which visuals drive the highest install conversion rate
Store Listing Experiments allow developers to test visual and textual variants against a control to determine which combination converts the most store page visitors into installs.
Mobile Marketing Mobile App Marketing (ASO) 2
Which app store metric most directly influences an app's conversion rate from store listing page visits to installs?