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A Practical Guide to Buying App Store Optimisation

ASO is the only acquisition channel where the asset you improve keeps working after you stop paying. A listing that ranks for the right terms and converts the impressions it gets will still be doing that next quarter. The difficulty is that the work splits into three quite different skills — research, copy and creative — and most buyers commission all three from one person and then cannot tell which part failed.

Start From Your Own Store Data

Before you brief anyone, export the numbers each store already gives you: impressions, product-page views, the conversion rate between them, installs, and the same figures for your top few source types. Impressions tell you whether you are being found. The impression-to-page-view rate tells you whether the search result itself is appealing. The page-view-to-install rate tells you whether the creative and the description close the deal. Almost every ASO brief that goes wrong goes wrong because nobody looked at which of those three numbers was actually the problem.

Keyword Research, Done Twice

Ask for the two stores to be researched separately, because they index text differently and reward different signals. A useful deliverable is a working spreadsheet with the term, an estimated volume, an estimated difficulty, a relevance judgement in the Zinner’s own words, and a column saying where the term will be placed. Long, precise phrases usually beat single generic words: they are less contested, they attract searchers who already know what they want, and they convert better once they land.

Ask the Zinner to tell you which competitors they analysed and what they took from each. A teardown of the top ten apps in your category is often the single most useful artefact in the whole engagement, and it is easy to review even if you know nothing about ASO.

Metadata That Reads Like a Human Wrote It

Keyword-stuffed titles get rejected, and even when they slip through they convert badly because they look like spam to a person. The good version uses your priority term once, in a phrase that makes sense read aloud, and puts the rest of the terms where the store will still see them. The description should open with the benefit, not the feature list, and should survive being truncated after the first two lines, because that is all most people read.

Screenshots, Icon and Preview Video

Store creative is a conversion asset, not a gallery. The first two frames should carry a plain-language benefit caption each; device framing and colour should be consistent; and text should be large enough to read at thumbnail size. Ask for editable source files and export presets for every device size you need, so the next update does not mean commissioning the whole set again. If you also need brand work around the app, the social media design marketplace and the logo design marketplace cover the assets that sit alongside the listing.

Localisation Is Research, Not Translation

Translating your English keywords is the standard mistake. The terms people search for in Japanese, German or Portuguese are frequently not the translations of the English ones, and the cultural read of a screenshot caption changes too. A proper localisation deliverable researches each market on its own and hands back per-market metadata and per-market caption layers. Zinn Hub is available in 45 languages and you can be messaged in 12 more, so briefing a Zinner in your own language is straightforward.

Ratings, Reviews and the Prompt You Have Not Tuned

Ratings feed both ranking and conversion, and most apps ask for them at the wrong moment. The work here is unglamorous: move the prompt to a point of genuine success in the product, cap how often it fires, and write review responses that are useful to the next reader rather than defensive. It is cheap work with a long tail, and it is easy to check.

Experiments, and Changing One Thing at a Time

Both stores offer ways to test listing variants against a control. Use them. Where you cannot, at least sequence your changes: ship the metadata, wait, read the impressions; then ship the creative, wait, read the conversion rate. Shipping everything at once feels efficient and tells you nothing. Agree in the brief which metric is the target, how long the reading window is, and what would count as a failed test worth reverting.

Buying It Safely on Zinn Hub

Buy in the order your data points to: audit first if you are unsure, then keywords and metadata, then creative, then localisation. Test a Zinner with a fixed-price $20 Micro Zinn before a larger engagement, agree source files and revision rounds in writing, and keep the whole conversation on the platform. Zinners are verified with government-issued photo ID and evidence of their skills and past work, reviews require a confirmed purchase, and choosing a Platform Protected Zinner means your payment is held by Zinn Hub until the order completes, with any refund credited to your Zinn Wallet in USD. If your app also needs product work, the AI video marketplace and the mobile app development marketplace sit alongside this one. First-time buyers get their first order free, with the full amount returned on completion.