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How to structure your ASO team

The demand for cellular apps is ever so excessive. With the rising variety of apps within the app shops, competitors on the shops is getting fiercer than ever. The rising value of promoting solely makes it tougher to proceed to draw new customers. That’s when folks began to look extra into App Store Optimization (ASO), which turned an integral a part of consumer acquisition.


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Prior to now few years, there’s been a gentle demand for ASO positions in firms publishing a number of apps. This curiosity gained additional impetus after the newest launch of Apple’s App Tracking Transparency (ATT) and iOS 15.

Many app builders have now begun to rethink their user acquisition (UA) methods, switching from paid promoting ways (similar to social media and different approaches based mostly on digital identifiers) to extra natural approaches that make the very best use of app retailer advertising instruments and natural acquisition. Within the face of such swift adjustments, most app firms at present are confronted with the problem of making an ASO workforce that meets their particular wants and can assist obtain progress.

Redefining App Store Optimization in 2022

The definition of “ASO” has modified in 2022. It goes past extra than simply optimizing key phrases and screenshots. It’s thus essential to rethink the place ASO suits inside your group and construction your workforce accordingly. This 12 months has witnessed main occasions on each the app shops that redefine ASO:

  • With the introduction of iOS 15 in-app occasions and LiveOps on Google Play, app shops have turn out to be locations for builders to advertise particular content material to new, lively, and/or lapsed clients. Due to this fact, ASO has shifted its sole deal with new consumer acquisition to a wider scope encompassing engagement and retargeting.
  • On the identical time, the launch of iOS 15’s customized product pages underlines a big enchancment from the sooner “one app retailer web page for all” to now tailor-made product pages for various customers, additional blurring the strains between ASO and UA.

Apart from, different subjects like consumer overview administration (e.g. how you can encourage customers to go away constructive critiques) or different discovery methods similar to iOS App Clips have evidently expanded the scope of App Retailer Optimization to incorporate capabilities that always lie inside different departments, similar to advertising, knowledge, or product.

How to structure your ASO team: Cross-functional vs. independent

Corporations planning on optimizing their ASO potential ought to take into consideration incorporating ASO of their progress plans and thereby arrange a construction to raised handle it. Right here, we speak about two totally different constructions that will help you outline your selection – cross-functional and unbiased.

Cross-functional ASO structure in each department

In this type of construction, the various sides of ASO are throughout the tasks of various departments. The advertising workforce is answerable for natural and paid consumer acquisition, the product workforce coordinates app releases and executes initiatives to advertise consumer engagement similar to in-app occasions, whereas the design workforce creates and localizes creatives.


  • Lays out clear missions with well-defined KPIs (e.g. consumer acquisition measured by downloads, or consumer engagement measured by retention).
  • The shut involvement of the product workforce gives alternatives to create a greater alignment between the app web page and in-app expertise.


  • Initiatives transfer at a slower tempo when many alternative folks or departments are concerned.
  • Out-of-the field initiatives is likely to be past the ASO scope of every pod and depart alternatives for progress on the desk.

An unbiased workforce devoted to ASO

This construction represents a full workforce fully answerable for all issues ASO, and who would personal all tasks associated to the app shops. Such a workforce would operate independently of the opposite departments with workers coming from various backgrounds and experiences, every bringing their prowess to ASO tasks.


  • Consolidating tasks in a single workforce permits for stronger collaboration and speedier implementation of tasks.
  • Clear possession permits for extra experimentation with new app retailer options and adjustments.


  • To seek out the appropriate folks with a various skillset to handle all issues ASO.
  • Smaller, extra agile ASO groups may conflict with established product groups that handle a good launch schedule (e.g. ASO groups must watch for the product launch schedule to execute their plans and replace app retailer pages).

What abilities do you want in an ASO workforce

When your organization adopts a selected construction, it has an impression on the profiles you select to move your ASO tasks. Your necessities rely not simply in your company-wide technique, but additionally whether or not you wish to hold a number of folks on the helm of ASO or practice a number of workers throughout the corporate in particular ASO-related duties. Due to this fact, what’s extra important is to search for folks with particular abilities and never essentially with particular experiences.

Let’s check out the skillset frequent inside robust ASO groups:

Knowledge mining and evaluation

One important talent encompassing all areas of ASO is knowledge evaluation. It helps establish and outline the info factors to tell your ASO technique. ASO managers must decide the place to extract sure knowledge from and perceive the measurement strategies of retailer consoles and third-party instruments. ASO groups are often additionally tasked with reporting on app retailer efficiency, therefore robust analytical abilities are a should.

Advertising and design

ASO groups want robust advertising abilities. A superb understanding of key phrase analysis and design ideas are the foundations of ASO. Robust communication abilities and copywriting are essential to craft the appropriate product web page that persuades customers to obtain. Proficiency in Apple Search Adverts and Google App Campaigns is an enormous plus.

Product and engineering

When the main focus of your ASO technique turns extra in the direction of retention and referral issues, it’s good to have somebody skilled in product administration or engineering to rapidly resolve points with Android vitals, set up priorities amongst consumer overview subjects, carry out a consumer overview immediate on the proper second within the buyer journey, or take a look at App Clips as a brand new acquisition process.

Develop your ASO worth with ASO strategists

Lastly, don’t hesitate to arrange for change whereas constructing an ASO workforce. Certainly, not every OS replace goes to impression ASO considerably, however we can’t ignore the frequent introduction of superior options on each Google Play and the App Retailer lately.

App publishers ought to thus contemplate taking up ASO strategists inside their firm, who can then give priority to the ASO tasks which are probably the most essential to the group’s particular wants. These people may assist acquaint totally different elements of the corporate with new and lesser recognized retailer processes, thus increasing alternatives.

In different phrases, an ASO strategist must be answerable for advancing ASO as a useful resource for different elements of the enterprise, similar to market and consumer analysis. It might assist broaden the scope of ASO past direct retailer optimization by making use of ASO knowledge to tell progress methods. For instance, by analyzing traits within the app shops and amongst opponents, ASO strategists may be the primary ones to find new markets to increase into or new traits to include throughout the app or sport.


Organizations have to be educated in regards to the complexity of ASO and the number of alternatives it might probably present, now greater than ever. Corporations must construct ASO groups that draw on quite a lot of abilities and may be organized as a subset of progress, the place possession is evident (whether or not centralized or distributed).

Each ASO workforce wants a powerful ASO instrument. AppTweak’s main ASO instrument fuels progress for apps and video games and helps cellular leaders improve their natural installs and enhance app efficiency.