App Store Optimisation (ASO) Part 2: Design assets that drive downloads

App Store Optimisation (ASO) Part 2: Design assets that drive downloads

Welcome back to our ASO series, where we're delving into the intricacies of boosting your app's visibility and success in the overcrowded app marketplace. In Part 1, we explored the importance of crafting an irresistible app listing through strategic choices in title, keywords, and description. Now, in Part 2, we're turning our attention to another critical aspect of ASO: design assets.

Your app's visual presentation plays a pivotal role in capturing users' attention and conveying its value proposition at a glance. Let's explore the key design assets that can drive downloads and engagement:

App icon

Your app icon is the first impression users have of your app, so it needs to make a statement. Design an eye-catching icon that reflects your brand identity and stands out amidst a sea of competitors. Keep it simple yet distinctive, ensuring it's recognisable even at smaller sizes.

Consider incorporating elements that convey the purpose or functionality of your app to provide visual cues to potential users. Pay attention to colour schemes, typography, and iconography to create a cohesive and memorable icon that entices users to click and explore further.


Screenshots are invaluable tools for showcasing your app's key features and functionalities. Choose screenshots that effectively communicate the benefits of your app and highlight its unique selling points. Opt for high-resolution images that capture the essence of your app and provide users with a compelling glimpse into its user experience.

Utilise all available screenshot slots to showcase different aspects of your app, such as its interface, functionality, and content.

But be aware, that each app store has a specific set of guidelines on the format of those screenshots. These guidelines are available both on the Google Play Store and the App Store info pages. To successfully publish your app, you will need to be compliant with both store’s prerequests.

Preview video

A preview video offers users a dynamic and engaging preview of your app's features and functionalities. It provides an opportunity to showcase your app in action, allowing users to see firsthand how it works and what sets it apart from competitors.

When creating your preview video, focus on highlighting the most compelling aspects of your app's user experience. Keep the video concise yet informative, providing a clear overview of your app's key features and benefits.

In conclusion

By leveraging design elements effectively, you can create a visually compelling app listing that grabs users' attention and drives downloads. It also allows familiarity with the app once the users start engaging with it, which will boost their user experience. 

Stay tuned for Part 3, where we'll explore the importance of app reviews and ratings in ASO.

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