Just like when you work on SEO for your website, app store optimization allows you to increase your visibility in search engines by using marketing techniques and the right keywords! A good ASO strategy will allow more users to discover your listing and therefore probably get you more downloads.
The ASO strategy should be in place as soon as you submit your application for the first time on Google Play and the Apple App Store. Before sending the file for validation, you are asked to fill in the description form of your application: these elements (title, description…) will then be crawled by the robots and will determine the place of your application in the search results. They are also the elements (logo, screenshot…) that will allow visitors to identify the content of your application and will make them want to visit it.
Don’t forget that downloading an application is a real decision for your users: after all, it’s sacrificing a little bit of storage space (yes, yes, I promise). So it’s up to you to convince them that it’s worth it!