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The name of an app in a Google Play app listing is called the app title, and plays a big role in how Google indexes an app for appearing in search results. Other components of a Google Play app store listing that impact how an app ranks and for which app store searches include the short description and the full description.
Before a potential user sees an app's description, screenshots, video or ratings, users see an app's icon. Used as sort of an app logo - the app icon's primary role in app store optimization for Google Play is in conversion. There are many theories on app icon design, from which colors to use to the use of text vs no text. Generally, the goal should be to efficiently communicate the app's main features or otherwise align to them. "Efficient" app icon design in this case means "simple". Because of the impact of the App Icon design on app conversion, we we recommend asking potential users, via a
UPDATE: Google Play Screenshot best practices have changed over the years. Read our updated post in the Google Play Screenshot best practices for 2020. Those following along with our other posts on Google Play app store optimization will know that many elements of an app listing, the metadata like the Google Play app name and descriptions, are directed by which features are most sought after and differentiate an app. Creating an app listing that targets specific searches from a specific audience even impacts creative elements including app icon design and Google Play screenshots.
Update: See how Google Play Short Description best practices have changed since this article was written. Using the pyramid analogy from our post on naming an app, the short description has limited space and as such, carries more weight in the indexing of an app on Google Play when compared to the bigger "full description" field. Those familiar with SEO might equate the short description to a combination of the indexation benefits of using headers (H1, H2 etc..) and the conversion benefits of the meta-description field. Number 2 below shows where the short description is displayed in the Google Play app listing from a mobile device. 
The Google Play description, or more specifically, the full
Simply, app store screenshots are a tool for conversion and an important part of Apple app store ASO. Found on an app's store listing page, app screenshots should reinforce the features mentioned in the app name and description, and address the expectations of potential users arriving from
When a user is scrolling through a list of mobile apps, one of the first elements of an app listing users see is the app's icon. To optimize an app for Apple, an app icon that converts is key. App icon design comes down to aligning what the app does with what prospective users would expect to see in an app icon. Said another way, the icon should help communicate or reinforce what the app does, per the expectation of a viewer. In the app store sections or tabs "Featured Apps", on any of the free, paid and grossing lists and when exploring categories - users see only the app icon and a shortened app title. If an app icon doesn't draw a user's interest immediately (under 3 seconds) - they
Apple App Store ASO, or app store optimization, is the process of optimizing a mobile app's App Store listing for maximum discovery and conversion from a targeted and relevant audience.
Marketing your app via the new mobile channels
Apple recently announced there are 1.5 million apps in their app store, Google Play has 1.4 million. Mobile app discovery continues to be a hot topic among mobile app marketers and publishers. From the broad perspective of all search, discovery and marketing , to specific discovery challenges in the app stores - standing out in the app store is becoming more challenging. Recent changes to Apple's App Store make it even harder for apps to gain an initial traction previously found with a listing on the "new to the app store" section.
In 2011, Marc Andreessen released an essay in the Wall Street Journal proclaiming "Software is eating the world". The "internet bubble" had occurred 10 years prior and Andreessen was trying point out that the market hadn't recovered emotionally as many tech stocks were widely undervalued. Andreessen is one of only 6 people in the World Wide Web Hall of Fame, the creator of the first
When we see mobile ad spend charts like this from the annual Internet Trends report from Kleiner-Perkins: The data is clear - digital consumption has caught up with traditional media. Mobile and "internet" or desktop are about even with 24% of the consumption share - adding up to 48% of media share. And while the desktop internet advertising spend almost matches what would be expected based on usage, print is way over represented and mobile is extremely underrepresented. Why aren't more ad budgets being allocated to mobile? Well, mobile ad spend in 2015 doubled from last year - and is still not keeping pace with mobile usage. Check out last year's Internet Trends report. Digital media consumption grew overall from 2013, from 45% share to 48%, but mobile actually took share from desktop internet. In 2013, mobile ad spend was around $7 billion, or 4% of total ad spend. In 2014, mobile ad spend doubled to $13 billion, or 8% of total ad spend, while mobile accounted for 4% more share of media consumption. The ad spend doubles and still can't keep up with the demand. Part of the gap between ad spend and where