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9 Commits
| Author | SHA1 | Date | |
|---|---|---|---|
 Corey Haines
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c832d917d3 | ||
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Corey Haines
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133607c285 | ||
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Corey Haines
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28e8684fdd | ||
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Corey Haines
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07a893efd0 | ||
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Corey Haines
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fdb1202f12 | ||
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Mariano García
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fcac7f27b0 | ||
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Bassel Koshak
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fd98062849 | ||
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Bassel Koshak
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40f20b2736 | ||
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Pangerkumzuk Longkumer
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8657fd4f78 |
@@ -12,13 +12,14 @@
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"plugins": [
|
||||
{
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||||
"name": "marketing-skills",
|
||||
"description": "33 marketing skills for technical marketers and founders: CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, customer research, site architecture, and more",
|
||||
"description": "34 marketing skills for technical marketers and founders: ASO, CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, customer research, site architecture, and more",
|
||||
"source": "./",
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"strict": false,
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||||
"skills": [
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"./skills/ab-test-setup",
|
||||
"./skills/ad-creative",
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||||
"./skills/ai-seo",
|
||||
"./skills/aso-audit",
|
||||
"./skills/analytics-tracking",
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||||
"./skills/churn-prevention",
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||||
"./skills/cold-email",
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@@ -0,0 +1,299 @@
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---
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name: aso-audit
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description: >
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||||
Use when auditing an App Store or Google Play listing for optimization.
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Triggers: "ASO audit", "app store optimization", "optimize my app listing",
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"improve app visibility", "app store ranking", "audit my listing", or when
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user shares an App Store / Google Play URL and wants to improve it. Also
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triggers on: "why aren't people downloading my app", "improve my app
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conversion", "keyword optimization for app", "compare my app to competitors".
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metadata:
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version: 1.0.0
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||||
---
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# ASO Audit
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Analyze App Store and Google Play listings against ASO best practices. Fetches
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live listing data, scores metadata, visuals, and ratings, then produces a
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prioritized action plan.
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## When to Use
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- User shares an App Store or Google Play URL
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- User asks to audit or optimize an app listing
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- User wants to compare their app against competitors
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- User asks about app store ranking, visibility, or download conversion
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||||
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||||
## Before Auditing
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||||
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||||
**Check for product marketing context first:**
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||||
If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
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||||
## Phase 1 — Identify Store & Fetch
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### Detect store type from URL
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```
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Apple: apps.apple.com/{country}/app/{name}/id{digits}
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Google: play.google.com/store/apps/details?id={package}
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```
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If the user gives an app name instead of a URL, search the web for:
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`site:apps.apple.com "{app name}"` or `site:play.google.com "{app name}"`
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### Fetch the listing
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Use WebFetch to retrieve the listing page. Extract every available field:
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**Apple App Store fields:**
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- App name (title) — 30 char limit
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- Subtitle — 30 char limit
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- Description (long) — not indexed for search, but matters for conversion
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- Promotional text — 170 chars, updatable without new release
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- Category (primary + secondary)
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- Screenshots (count, order, caption text)
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- Preview video (presence, duration)
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- Rating (average + count)
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- Recent reviews (visible ones)
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- Price / in-app purchases
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- Developer name
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- Last updated date
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- Version history notes
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- Age rating
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- Size
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- Languages / localizations listed
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- In-app events (if any visible)
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**Google Play fields:**
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- App name (title) — 30 char limit
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- Short description — 80 char limit
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- Full description — 4,000 char limit, IS indexed for search
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- Category + tags
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- Feature graphic (presence)
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- Screenshots (count, order)
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||||
- Preview video (presence)
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||||
- Rating (average + count)
|
||||
- Recent reviews (visible ones)
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||||
- Price / in-app purchases
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- Developer name
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- Last updated date
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- What's new text
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- Downloads range
|
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- Content rating
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||||
- Data safety section
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||||
- Languages listed
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If WebFetch returns incomplete data (stores render client-side), note gaps and
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work with what's available. Ask the user to paste missing fields if critical.
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|
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### Visual asset assessment
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WebFetch cannot extract screenshot images or caption text. **Always use the
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||||
Playwright browser tool** to get visual data:
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||||
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1. Navigate to the listing URL with `browser_navigate`
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||||
2. Take a full-page screenshot with `browser_take_screenshot`
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||||
3. Read the screenshot image to assess: icon, screenshot count, caption text,
|
||||
messaging quality, preview video presence, feature graphic (Google Play)
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||||
4. If Playwright is unavailable, ask the user to share a screenshot of the
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||||
listing page
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||||
|
||||
**Promotional text (Apple):** This 170-char field appears above the description
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||||
but is often indistinguishable from it in scraped HTML. If you cannot confirm
|
||||
its presence, note this and recommend the user check App Store Connect.
|
||||
|
||||
---
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||||
|
||||
## Phase 1.5 — Assess Brand Maturity
|
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|
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Before scoring, classify the app into one of three tiers. This determines how
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you interpret "textbook ASO" deviations — a deliberate brand choice by a
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household name is not the same as a missed opportunity by an unknown app.
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### Tier definitions
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| Tier | Signals | Examples |
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||||
| --------------- | ------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------------- |
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||||
| **Dominant** | Household name, 1M+ ratings, top-10 in category, near-universal brand recognition. Users search by brand name, not generic keywords. | Instagram, Uber, Spotify, WhatsApp, Netflix |
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| **Established** | Well-known in their category, 100K+ ratings, strong organic installs, recognized brand but not universally known. | Strava, Notion, Duolingo, Cash App, Calm |
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||||
| **Challenger** | Building awareness, <100K ratings, needs discovery through keywords and ASO tactics. Most apps fall here. | Your app, most indie/startup apps |
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||||
|
||||
### How tier affects scoring
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**Dominant apps** get adjusted scoring in these areas:
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- **Title:** Brand-only or brand-first titles are valid (score 8+ if brand is the keyword). These apps don't need generic keyword discovery.
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- **Description:** Score purely on conversion quality, not keyword presence. If the app is a household name, a well-crafted brand description beats a keyword-stuffed one.
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- **Visual Assets:** Lifestyle/brand photography instead of UI demos is a legitimate conversion strategy. No video is acceptable if the product is hard to demo in 30s or brand awareness is near-universal.
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- **What's New:** Generic release notes at weekly+ cadence are acceptable (score 8+). At scale, detailed changelogs have minimal ROI and risk backlash.
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- **In-app events:** Missing events for utility apps with massive install bases (Uber, WhatsApp) is not a penalty. These apps don't need discovery help.
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||||
- **Localization:** Score relative to actual market, not absolute count. A US-only fintech with 2 languages (English + Spanish) is appropriately localized.
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||||
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||||
**Established apps** get partial adjustment:
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||||
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||||
- Brand-first titles are fine but should still include 1-2 keywords
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- Strategic description choices get benefit of the doubt
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||||
- Other dimensions scored normally
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||||
|
||||
**Challenger apps** are scored strictly against textbook ASO best practices — every character, screenshot, and keyword matters.
|
||||
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||||
**Key principle:** Before docking points, ask: "Is this a mistake or a deliberate
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choice by a team that has data I don't?" If the app has 1M+ ratings and a
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dedicated ASO team, assume their choices are data-informed unless clearly wrong.
|
||||
|
||||
---
|
||||
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||||
## Phase 2 — Score Each Dimension
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Score each dimension 0-10 using the criteria in `references/scoring-criteria.md`.
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||||
Apply the brand maturity tier adjustments from Phase 1.5.
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||||
Reference files for platform specs and benchmarks:
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- `references/apple-specs.md` — Official Apple character limits, screenshot/video specs, CPP/PPO rules, rejection triggers
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||||
- `references/google-play-specs.md` — Official Google Play limits, screenshot specs, Android Vitals thresholds, policies
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||||
- `references/benchmarks.md` — Conversion data, rating impact, video lift, screenshot behavior, CPP/event benchmarks
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||||
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||||
### Dimensions and Weights
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| # | Dimension | Weight | What It Covers |
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| --- | -------------------- | ------ | ------------------------------------------------------------------------- |
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| 1 | Title & Subtitle | 20% | Character usage, keyword presence, clarity, brand + keyword balance |
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| 2 | Description | 15% | First 3 lines, keyword density (Google), CTA, structure, promotional text |
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| 3 | Visual Assets | 25% | Screenshot count/quality/messaging, video, icon, feature graphic |
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||||
| 4 | Ratings & Reviews | 20% | Average rating, volume, recency, developer responses |
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| 5 | Metadata & Freshness | 10% | Category choice, update recency, localization count, data safety |
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| 6 | Conversion Signals | 10% | Price positioning, IAP transparency, social proof, download range |
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||||
|
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**Final score** = weighted sum, out of 100.
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|
||||
### Score interpretation
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|
||||
| Score | Grade | Meaning |
|
||||
| ------ | ----- | --------------------------------------------------------- |
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||||
| 85-100 | A | Well-optimized; focus on A/B testing and iteration |
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||||
| 70-84 | B | Good foundation; clear opportunities to improve |
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||||
| 50-69 | C | Significant gaps; prioritized fixes will have high impact |
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||||
| 30-49 | D | Major optimization needed across multiple dimensions |
|
||||
| 0-29 | F | Listing needs a complete overhaul |
|
||||
|
||||
---
|
||||
|
||||
## Phase 3 — Competitor Comparison (Optional)
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||||
|
||||
If the user provides competitor URLs or asks for comparison:
|
||||
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||||
1. Fetch 2-3 top competitors in the same category
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||||
2. Run the same scoring on each
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3. Build a comparison table highlighting where the user's app is weaker/stronger
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||||
4. Identify keyword gaps — terms competitors rank for that the user's app doesn't target
|
||||
|
||||
If no competitors are specified, suggest the user provide 2-3 or offer to search
|
||||
for top apps in their category.
|
||||
|
||||
---
|
||||
|
||||
## Phase 4 — Generate Report
|
||||
|
||||
Use the template in `references/report-template.md` to structure the output.
|
||||
|
||||
The report must include:
|
||||
|
||||
1. **Score card** — table with all 6 dimensions, scores, and grade
|
||||
2. **Top 3 quick wins** — changes that take <1 hour and have highest impact
|
||||
3. **Detailed findings** — per-dimension breakdown with specific issues and fixes
|
||||
4. **Keyword suggestions** — based on title/description analysis and competitor gaps
|
||||
5. **Visual asset recommendations** — specific screenshot/video improvements
|
||||
6. **Priority action plan** — ordered list of changes by impact vs effort
|
||||
|
||||
### Report rules
|
||||
|
||||
- Every recommendation must be **specific and actionable** ("Change subtitle from X to Y" not "Improve subtitle")
|
||||
- Include character counts for all text recommendations
|
||||
- Flag platform-specific differences (Apple vs Google) when relevant
|
||||
- Note what CANNOT be assessed without paid tools (search volume, exact rankings)
|
||||
- When suggesting keyword changes, explain WHY each keyword matters
|
||||
|
||||
---
|
||||
|
||||
## Platform-Specific Rules
|
||||
|
||||
### Apple App Store — Key Facts
|
||||
|
||||
- Title (30 chars) + Subtitle (30 chars) + Keyword field (100 **bytes**, hidden) = indexed text
|
||||
- Keywords field is bytes not chars — Arabic/CJK use 2-3 bytes per char
|
||||
- Long description is NOT indexed for search — optimize for conversion only
|
||||
- Promotional text (170 chars) does NOT affect search (Apple confirmed)
|
||||
- Never repeat words across title/subtitle/keyword field (Apple indexes each word once)
|
||||
- Keyword field: commas, no spaces ("photo,editor,filter" not "photo, editor, filter")
|
||||
- Screenshots: up to 10 per device. First 3 visible in search — 90% never scroll past 3rd
|
||||
- Screenshot captions indexed since June 2025 (AI extraction)
|
||||
- In-app events: max 10 published at once, max 31 days each. Indexed and appear in search
|
||||
- Custom Product Pages (up to 70) in organic search since July 2025. +5.9% avg conversion lift
|
||||
- App preview video: up to 3, 15-30s each. Autoplays muted — +20-40% conversion lift
|
||||
- SKStoreReviewController: max 3 prompts per 365 days
|
||||
- Apple has human editorial curation — quality and design matter more
|
||||
- See `references/apple-specs.md` for full specs, dimensions, and rejection triggers
|
||||
|
||||
### Google Play — Key Facts
|
||||
|
||||
- Title (30 chars) + Short description (80 chars) + Full description (4,000 chars) = indexed text
|
||||
- Full description IS indexed — target 2-3% keyword density naturally
|
||||
- No hidden keyword field — all keywords must be in visible text
|
||||
- Google NLP/semantic understanding — keyword stuffing detected and penalized
|
||||
- Prohibited in title: emojis, ALL CAPS, "best"/"#1"/"free", CTAs (enforced since 2021)
|
||||
- Screenshots: min 2, **max 8** per device (not 10 like Apple)
|
||||
- Feature graphic (1024x500, exact) required for featured placements
|
||||
- Video does NOT autoplay — only ~6% of users tap play (low ROI vs iOS)
|
||||
- Android Vitals directly affect ranking: crash >1.09% or ANR >0.47% = reduced visibility
|
||||
- Promotional Content: submit 14 days early for featuring. Apps see 2x explore acquisitions
|
||||
- Custom Store Listings: up to 50 (can target churned users, specific countries, ad campaigns)
|
||||
- Store Listing Experiments: test up to 3 variants, run 7+ days, 1 experiment at a time
|
||||
- See `references/google-play-specs.md` for full specs and policy details
|
||||
|
||||
### What Apple Indexes vs What Google Indexes
|
||||
|
||||
| Field | Apple Indexed? | Google Indexed? |
|
||||
| --------------------- | ---------------- | ---------------------- |
|
||||
| Title | Yes | Yes (strongest signal) |
|
||||
| Subtitle / Short desc | Yes | Yes |
|
||||
| Keyword field | Yes (hidden) | Does not exist |
|
||||
| Long description | No | Yes (heavily) |
|
||||
| Screenshot captions | Yes (since 2025) | No |
|
||||
| In-app events | Yes | N/A (LiveOps instead) |
|
||||
| Developer name | No | Partial |
|
||||
| IAP names | Yes | Yes |
|
||||
|
||||
---
|
||||
|
||||
## Common Issues Checklist
|
||||
|
||||
Flag these if found. Items marked _(tier-dependent)_ should be evaluated against
|
||||
the app's brand maturity tier — they may be deliberate choices for Dominant apps.
|
||||
|
||||
**Always flag (all tiers):**
|
||||
|
||||
- [ ] Rating below 4.0
|
||||
- [ ] Last update > 3 months ago
|
||||
- [ ] Google Play description has no keyword strategy (under 1% density)
|
||||
- [ ] Google Play missing feature graphic
|
||||
- [ ] Apple keyword field likely has repeated words (inferred from title+subtitle)
|
||||
- [ ] Category mismatch — app would face less competition in a different category
|
||||
- [ ] Fewer than 5 screenshots
|
||||
|
||||
**Flag for Challenger/Established only** _(not mistakes for Dominant apps):_
|
||||
|
||||
- [ ] Title wastes characters on brand name only (no keywords) _(Dominant: brand IS the keyword)_
|
||||
- [ ] Subtitle/short description duplicates title keywords
|
||||
- [ ] Description first 3 lines are generic _(Dominant: may be brand-voice choice)_
|
||||
- [ ] No preview video _(Dominant: may be rational if product is hard to demo)_
|
||||
- [ ] Screenshots are just UI dumps with no messaging/captions _(Dominant: lifestyle/brand shots may convert better)_
|
||||
- [ ] Only 1-2 localizations _(score relative to actual market, not absolute count)_
|
||||
- [ ] No in-app events or promotional content _(Dominant utility apps may not need discovery help)_
|
||||
|
||||
**Flag for all tiers but note context:**
|
||||
|
||||
- [ ] No developer responses to negative reviews _(note volume — responding at 10M+ reviews is a different challenge than at 1K)_
|
||||
- [ ] Generic "What's New" text _(acceptable at weekly+ release cadence for Established/Dominant)_
|
||||
@@ -0,0 +1,107 @@
|
||||
# Apple App Store — Official Specs & Guidelines
|
||||
|
||||
All data from developer.apple.com as of March 2026.
|
||||
|
||||
## Character Limits
|
||||
|
||||
| Field | Limit | Indexed for Search? | Notes |
|
||||
| ----------------------- | ---------------- | ------------------------ | -------------------------------------------------------- |
|
||||
| App Name | 30 chars (min 2) | Yes | Must be unique; no trademarks, competitor names, pricing |
|
||||
| Subtitle | 30 chars | Yes | No unverifiable claims |
|
||||
| Keywords | 100 bytes | Yes (hidden) | Commas, no spaces between terms |
|
||||
| Description | 4,000 chars | **No** | Plain text only, no HTML |
|
||||
| Promotional Text | 170 chars | **No** (Apple confirmed) | Updatable without new version |
|
||||
| What's New | 4,000 chars | No | Required for all versions after first |
|
||||
| IAP Name | 35 chars | Yes | Appears in search |
|
||||
| IAP Description | 55 chars | No | |
|
||||
| In-App Event Name | 30 chars | Yes | Title case required |
|
||||
| In-App Event Short Desc | 50 chars | Yes | Sentence case |
|
||||
| In-App Event Long Desc | 120 chars | No | Sentence case |
|
||||
|
||||
**Keywords field is 100 bytes, not 100 characters.** Non-Latin scripts (Arabic,
|
||||
Chinese, Japanese, Korean) use 2-3 bytes per character, reducing effective
|
||||
keyword count significantly.
|
||||
|
||||
## Screenshot Specs
|
||||
|
||||
| Device | Required? | Count | Dimensions (portrait) |
|
||||
| ---------------- | ------------- | ----- | -------------------------- |
|
||||
| 6.9" iPhone | **Required** | 1-10 | 1260 x 2736 |
|
||||
| 13" iPad | **Required** | 1-10 | 2064 x 2752 |
|
||||
| Mac | If applicable | 1-10 | Up to 2880 x 1800 (16:10) |
|
||||
| Apple Watch | If applicable | 1-10 | Varies by model |
|
||||
| Apple TV | If applicable | 1-10 | 1920 x 1080 or 3840 x 2160 |
|
||||
| Apple Vision Pro | If applicable | 1-10 | 3840 x 2160 |
|
||||
|
||||
- Formats: JPEG, PNG
|
||||
- Apple auto-scales from required base sizes to smaller devices
|
||||
|
||||
## App Preview Video Specs
|
||||
|
||||
- **Count:** Up to 3 per app
|
||||
- **Duration:** 15-30 seconds
|
||||
- **Max file size:** 500 MB
|
||||
- **Codecs:** H.264 (10-12 Mbps, up to 30fps) or ProRes 422 HQ
|
||||
- **Audio:** Stereo, 256 kbps AAC or PCM, 44.1/48 kHz
|
||||
- **Formats:** .mov, .m4v, .mp4
|
||||
- **Behavior:** Autoplays muted on product page (iOS 11+)
|
||||
|
||||
## Custom Product Pages (CPPs)
|
||||
|
||||
- **Max:** 70 additional pages (plus 1 default)
|
||||
- **Customizable:** Screenshots, promotional text, app previews, deep links (iOS 18+)
|
||||
- **Keywords:** Each keyword combo must be unique to a single CPP
|
||||
- **Review:** Submitted to App Review independently of app updates
|
||||
- **Organic search:** CPPs appear in organic search results since July 2025
|
||||
- **Performance:** +2.5 percentage points higher conversion on average vs default
|
||||
|
||||
## Product Page Optimization (A/B Testing)
|
||||
|
||||
- **Treatments:** Up to 3 vs original
|
||||
- **Testable:** App icons, screenshots, app preview videos
|
||||
- **NOT testable:** Title, subtitle, description, keywords
|
||||
- **Concurrent tests:** 1 per app
|
||||
- **Max duration:** 90 days
|
||||
- **Icon constraint:** All icon variants must be in the published app binary
|
||||
- **Confidence:** Apple recommends 90% threshold (Bayesian method)
|
||||
- **Cannot modify** a test once started
|
||||
|
||||
## In-App Events
|
||||
|
||||
- **Max approved:** 15 in App Store Connect at once
|
||||
- **Max published:** 10 on App Store simultaneously
|
||||
- **Max duration:** 31 days per event
|
||||
- **Pre-event promotion:** Up to 14 days before start
|
||||
- **Badge types:** Challenge, Competition, Live Event, Major Update, New Season, Premiere, Special Event
|
||||
|
||||
**Event card image:** 16:9, min 1920x1080, max 3840x2160
|
||||
**Event details image:** 9:16, min 1080x1920, max 2160x3840
|
||||
|
||||
**Not suitable:** Repetitive daily tasks, price promotions without new content, general awareness campaigns.
|
||||
|
||||
## Ratings & Reviews
|
||||
|
||||
- **SKStoreReviewController:** Max 3 prompts per 365-day period
|
||||
- System controls display frequency (may show fewer than 3)
|
||||
- Do not use custom buttons to request reviews
|
||||
- Developers can respond to all reviews in App Store Connect
|
||||
- Summary rating is territory-specific
|
||||
|
||||
## Metadata Rejection Triggers (App Review Guidelines)
|
||||
|
||||
| Guideline | Rejection Trigger |
|
||||
| --------- | ------------------------------------------------------------------------- |
|
||||
| 2.3.1 | Hidden features, misleading marketing, false pricing |
|
||||
| 2.3.2 | Not disclosing IAPs in description/screenshots |
|
||||
| 2.3.3 | Screenshots that don't show app in use (only splash/login) |
|
||||
| 2.3.4 | Preview videos using non-app content |
|
||||
| 2.3.5 | Wrong category selected |
|
||||
| 2.3.7 | Keyword stuffing: trademarks, competitor names, pricing, irrelevant terms |
|
||||
| 2.3.8 | Metadata not appropriate for all audiences (must be 4+ rated) |
|
||||
| 2.3.10 | Other platform names/imagery (Android, etc.) in metadata |
|
||||
| 2.3.12 | Generic What's New for significant changes |
|
||||
| 2.3.13 | Inaccurate in-app event metadata |
|
||||
|
||||
Sources: developer.apple.com/app-store/product-page/,
|
||||
developer.apple.com/app-store/search/,
|
||||
developer.apple.com/app-store/review/guidelines/
|
||||
@@ -0,0 +1,129 @@
|
||||
# ASO Benchmarks & Conversion Data
|
||||
|
||||
Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
|
||||
|
||||
## Conversion Rate Benchmarks by Category
|
||||
|
||||
**Average CVR (page view to install):**
|
||||
|
||||
- iOS overall: **25.0%**
|
||||
- Google Play overall: **27.3%**
|
||||
|
||||
| Category | iOS CVR | Google Play CVR |
|
||||
| ----------------- | -------------- | --------------- |
|
||||
| Navigation | 115%\* | -- |
|
||||
| Auto & Vehicles | -- | 70.5% |
|
||||
| Business | 66.7% | -- |
|
||||
| Music (Games) | -- | 45.0% |
|
||||
| Utilities & Tools | -- | 36.8% |
|
||||
| Shopping | -- | 27.7% |
|
||||
| Health & Fitness | -- | 23.2% |
|
||||
| Finance | -- | 19.7% |
|
||||
| Food & Drink | -- | 13.1% |
|
||||
| Games (Board) | 1.2% | 7.3% |
|
||||
| Games (overall) | 3-5% realistic | -- |
|
||||
|
||||
\*Above 100% = some users install from search without visiting product page.
|
||||
|
||||
Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)
|
||||
|
||||
## Rating Impact on Conversion
|
||||
|
||||
| Rating Change | Conversion Impact |
|
||||
| -------------------------- | --------------------------------------- |
|
||||
| 3.0 to 4.0 stars | **+89%** |
|
||||
| 4.0 to 4.5 stars | **+20-30%** |
|
||||
| 4.3 to 4.6 stars | **+22-28%** (Finance, Health) |
|
||||
| 0.4-star gap vs competitor | **~25% lost installs** from same search |
|
||||
| 3-star vs 5-star app | **50% fewer conversions** for 3-star |
|
||||
|
||||
**Critical thresholds:**
|
||||
|
||||
- **4.0 stars** = minimum for Apple featuring, user trust, conversion viability
|
||||
- **4.5+ stars** = optimal zone. Sweet spot: 4.1-4.9
|
||||
- **5.0 stars** can look suspicious to users
|
||||
- **Below 3.5** = sharp visibility drop on both stores
|
||||
- **79% of users** check ratings before downloading
|
||||
- **50% reject** apps below 3 stars
|
||||
|
||||
Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai
|
||||
|
||||
## Preview Video Impact
|
||||
|
||||
**iOS:** +20-40% conversion lift (video autoplays on product page)
|
||||
**Google Play:** Minimal lift (only ~6% of visitors tap to play)
|
||||
|
||||
- Autoplay introduced in iOS 11 caused **+47% conversion jump**
|
||||
- Users who watch video are **2x more likely to install**
|
||||
- Average watch time: **4-6.5 seconds** (first 5 seconds are critical)
|
||||
- 50%+ of viewers watch to the end
|
||||
|
||||
**Takeaway:** Video is high-ROI on iOS, low-ROI on Google Play.
|
||||
|
||||
Sources: StoreMaven, SplitMetrics, Leanplum
|
||||
|
||||
## Screenshot Impact
|
||||
|
||||
- **90% of users** do not scroll past the 3rd screenshot
|
||||
- Average scroll rate: only **17%**
|
||||
- Users spend **6-10 seconds** scanning before deciding
|
||||
- **First screenshot decides everything**
|
||||
- Well-designed screenshots lift conversion **20-35%**
|
||||
- A/B test winners see **10-25% improvement**
|
||||
- **Optimal count:** 4-5 for utility apps, 5-6 for complex apps
|
||||
- More than 6: diminishing returns, can cause decision paralysis
|
||||
- Top 200 apps update screenshots **2-4 times/year**
|
||||
- Top Google Play games update visuals **up to 8x/year**
|
||||
- **57% of top games** A/B tested screenshots at least 2x in 2024
|
||||
|
||||
Sources: AppTweak, ASOMobile, Sensor Tower
|
||||
|
||||
## Custom Product Pages (Apple CPPs)
|
||||
|
||||
- Average conversion lift: **+5.9% for apps**, **+3.5% for games**
|
||||
- Best cases: up to **+8.6%**
|
||||
- Organic referral: **+2.5 percentage points** (156% lift vs 1.6% baseline)
|
||||
- Apple Ads CPP CVR: **55.8% in 2024** (up from 42.1% in 2023)
|
||||
- **Only 31% of apps** and **26% of games** use CPPs (low adoption = opportunity)
|
||||
- Screenshot reordering alone produced **+16.6% installs** in one case
|
||||
|
||||
Sources: AppTweak, SplitMetrics, MobileAction
|
||||
|
||||
## Custom Store Listings (Google Play CSLs)
|
||||
|
||||
- Up to **50 custom versions** per app
|
||||
- Case study (Lockwood/Avakin Life): **+57% CVR** over 2 months
|
||||
- Can target inactive/churned users (28+ days no activity)
|
||||
|
||||
Source: Phiture, MobileAction
|
||||
|
||||
## In-App Events (Apple)
|
||||
|
||||
- **55% of top 200 apps** use them regularly
|
||||
- +**15-20% more impressions** from editorial/browse placements
|
||||
- One case: **+124% surge** in total impressions
|
||||
- One case: **+50% impressions AND first-time downloads**
|
||||
- Search CVR uptick: **+10.3%**
|
||||
- Re-downloads increase: **+15.5%**
|
||||
- **Boost is short-lived** -- KPIs drop to baseline when event ends
|
||||
- Optimal: **2-4 active events per month**
|
||||
|
||||
Sources: Phiture, AppTweak, Appalize
|
||||
|
||||
## Promotional Content (Google Play)
|
||||
|
||||
- Apps with featuring see **2x explore acquisitions** (official Google)
|
||||
- +2% 28-day active users and +4% revenue on average
|
||||
|
||||
Source: Google Play Console documentation
|
||||
|
||||
## A/B Test Impact Thresholds
|
||||
|
||||
| Improvement | Classification |
|
||||
| ----------- | ---------------------------------- |
|
||||
| >10% | Strong winner -- apply immediately |
|
||||
| 5-10% | Meaningful winner |
|
||||
| 2-5% | Marginal winner |
|
||||
| <2% | Noise -- not significant |
|
||||
|
||||
Source: SplitMetrics, MobileAction
|
||||
@@ -0,0 +1,131 @@
|
||||
# Google Play Store — Official Specs & Guidelines
|
||||
|
||||
All data from support.google.com and developer.android.com as of March 2026.
|
||||
|
||||
## Character Limits
|
||||
|
||||
| Field | Limit | Indexed? | Notes |
|
||||
| ----------------- | ----------- | ---------------------- | ------------------------------------- |
|
||||
| App Title | 30 chars | Yes (strongest signal) | Reduced from 50 in Sept 2021 |
|
||||
| Short Description | 80 chars | Yes | Visible without expanding |
|
||||
| Full Description | 4,000 chars | **Yes (heavily)** | Google NLP indexes entire text |
|
||||
| Developer Name | 64 chars | Partial | Same emoji/caps restrictions as title |
|
||||
|
||||
## Prohibited in Metadata (enforced since Sept 2021)
|
||||
|
||||
**Title, Icon, Developer Name:**
|
||||
|
||||
- Emojis, emoticons, repeated special characters
|
||||
- ALL CAPS (unless registered brand)
|
||||
- Performance claims: "top," "best," "#1," "free," "no ads"
|
||||
- Misleading store performance or endorsement
|
||||
- Calls-to-action: "update now," "download now"
|
||||
|
||||
**Short Description:**
|
||||
|
||||
- Same performance claims as title
|
||||
- Calls-to-action
|
||||
- Unattributed testimonials
|
||||
|
||||
**Screenshots, Feature Graphic, Video:**
|
||||
|
||||
- Time-sensitive taglines
|
||||
- Calls-to-action ("Download now," "Play now")
|
||||
- Must authentically showcase app functionality
|
||||
|
||||
## Screenshot Specs
|
||||
|
||||
| Device | Min | Max | Aspect Ratio | Min Resolution | Max Long Edge |
|
||||
| ---------- | ----- | ----- | ------------ | -------------- | ------------- |
|
||||
| Phone | **2** | **8** | 9:16 or 16:9 | 320px any side | 3,840px |
|
||||
| 7" Tablet | 4 | 8 | 9:16 or 16:9 | 1,080px short | 7,680px |
|
||||
| 10" Tablet | 4 | 8 | 9:16 or 16:9 | 1,080px short | 7,680px |
|
||||
| Chromebook | 4 | 8 | 9:16 or 16:9 | 1,080px short | 7,680px |
|
||||
| Wear OS | 1 | 8 | **1:1** | 384x384 | 3,840px |
|
||||
| Android TV | 1 | 8 | **16:9** | 1,920x1,080 | 3,840px |
|
||||
|
||||
- **Recommended phone size:** 1080x1920 (portrait)
|
||||
- **Format:** JPEG or 24-bit PNG (no alpha)
|
||||
- **Max file size:** 8 MB each
|
||||
|
||||
**Note:** Google Play max is 8 screenshots per device, not 10 like Apple.
|
||||
|
||||
## Feature Graphic
|
||||
|
||||
- **Dimensions:** 1024 x 500 px (exact, required)
|
||||
- **Format:** JPEG or 24-bit PNG (no alpha)
|
||||
- Displayed at top of listing and in featured placements
|
||||
|
||||
## App Icon
|
||||
|
||||
- **Dimensions:** 512 x 512 px
|
||||
- **Format:** 32-bit PNG (with alpha)
|
||||
- **Max file size:** 1,024 KB
|
||||
- **Shape:** Full square (Google applies 30% corner radius automatically)
|
||||
- **Prohibited:** Ranking claims, download counts, deal text, emoji
|
||||
|
||||
## Preview Video
|
||||
|
||||
- **Format:** YouTube URL (public or unlisted)
|
||||
- **Duration:** 30 seconds to 2 minutes recommended
|
||||
- No ads, no monetization, must be embeddable, not age-restricted
|
||||
- **Does NOT autoplay** (only ~6% of visitors tap to play)
|
||||
|
||||
## Store Listing Experiments (A/B Testing)
|
||||
|
||||
- **Variants:** Up to 3 per experiment (plus control)
|
||||
- **Testable:** Icon, feature graphic, screenshots, video, short description, full description
|
||||
- **Concurrent:** Cannot run more than 1 default graphics experiment simultaneously
|
||||
- **Audience:** Signed-in Google Play users only
|
||||
- **Metrics:** First-time installers + retained first-time installers (1-day retention)
|
||||
- **Duration:** Run at least 7 days (weekday/weekend variance)
|
||||
- **Localized:** Test across up to 5 languages simultaneously
|
||||
|
||||
## Custom Store Listings
|
||||
|
||||
- **Max:** 50 per app (100 for Play partners)
|
||||
- **Customizable:** Title, short/full description, icon, screenshots, feature graphic, video
|
||||
- **Targeting:** Country/region, pre-registration, install state, Google Ads campaigns, inactive/churned users (28+ days)
|
||||
- **2025 addition:** Gemini AI auto-generates text for CSLs in Play Console
|
||||
|
||||
## Promotional Content (LiveOps)
|
||||
|
||||
| Type | Description | Duration |
|
||||
| ----------------- | ------------------------------ | -------------------- |
|
||||
| Offers | Discounts, free items, bundles | Up to 28 days |
|
||||
| Events | Time-limited in-app events | Must have time limit |
|
||||
| Major Update | Significant new features | Max 1 week |
|
||||
| Crossover (games) | Cross-game/IP collaboration | Varies |
|
||||
|
||||
- Submit **4+ days** before start (standard review)
|
||||
- Submit **14+ days** before for featuring requests
|
||||
- **Impact:** "Over twice as many explore acquisitions during featuring" (official Google)
|
||||
|
||||
## Android Vitals — Ranking Thresholds
|
||||
|
||||
Apps exceeding these thresholds get **reduced visibility** in search and recommendations.
|
||||
|
||||
| Metric | Overall Threshold | Per-Device Threshold |
|
||||
| ---------------------------- | ----------------- | -------------------- |
|
||||
| User-Perceived Crash Rate | **1.09%** | 8% |
|
||||
| User-Perceived ANR Rate | **0.47%** | 8% |
|
||||
| Excessive Partial Wake Locks | 5% | N/A |
|
||||
|
||||
**Consequences:** Reduced search visibility, warning labels on listing, quality alerts to users before install.
|
||||
**Recovery:** Google checks daily using 28-day rolling average.
|
||||
|
||||
## Search Ranking — Official Factors
|
||||
|
||||
Google confirms these affect ranking:
|
||||
|
||||
1. **Metadata relevance** — Title carries most weight. NLP scans title + short desc + full desc.
|
||||
2. **App quality** — Android Vitals (crash/ANR rates)
|
||||
3. **Ratings and reviews** — Star rating + review text. 85% of featured apps have 4.0+
|
||||
4. **Install volume and velocity** — Total installs + daily/weekly frequency
|
||||
5. **Engagement and retention** — Session frequency, duration, retention rates
|
||||
6. **Update frequency** — Regular updates signal active maintenance
|
||||
7. **Localization** — Regional keyword/visual adaptation. 59% of US apps localize titles.
|
||||
|
||||
Sources: support.google.com/googleplay/android-developer/answer/4448378,
|
||||
support.google.com/googleplay/android-developer/answer/9898842,
|
||||
developer.android.com/topic/performance/vitals
|
||||
@@ -0,0 +1,213 @@
|
||||
# ASO Audit Report Template
|
||||
|
||||
Use this structure for all ASO audit reports.
|
||||
|
||||
---
|
||||
|
||||
## Header
|
||||
|
||||
```
|
||||
# ASO Audit: {App Name}
|
||||
**Store:** {Apple App Store / Google Play}
|
||||
**URL:** {listing URL}
|
||||
**Audit date:** {date}
|
||||
**Brand tier:** {Dominant / Established / Challenger} — {one-line justification}
|
||||
**Overall Score:** {score}/100 (Grade: {A/B/C/D/F})
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Score Card
|
||||
|
||||
```
|
||||
| Dimension | Score | Grade | Key Issue |
|
||||
|-----------|-------|-------|-----------|
|
||||
| Title & Subtitle | X/10 | {grade} | {one-line summary} |
|
||||
| Description | X/10 | {grade} | {one-line summary} |
|
||||
| Visual Assets | X/10 | {grade} | {one-line summary} |
|
||||
| Ratings & Reviews | X/10 | {grade} | {one-line summary} |
|
||||
| Metadata & Freshness | X/10 | {grade} | {one-line summary} |
|
||||
| Conversion Signals | X/10 | {grade} | {one-line summary} |
|
||||
| **OVERALL** | **{weighted}/100** | **{grade}** | |
|
||||
```
|
||||
|
||||
Grade scale per dimension: 9-10 = A, 7-8 = B, 5-6 = C, 3-4 = D, 1-2 = F
|
||||
|
||||
---
|
||||
|
||||
## Top 3 Quick Wins
|
||||
|
||||
Highest-impact changes that take under 1 hour:
|
||||
|
||||
```
|
||||
### 1. {Action verb} — {specific change}
|
||||
**Impact:** {High/Medium} | **Effort:** {<15 min / <30 min / <1 hour}
|
||||
**Current:** {what it is now}
|
||||
**Recommended:** {exact replacement, with character count}
|
||||
**Why:** {one sentence explaining the impact}
|
||||
|
||||
### 2. ...
|
||||
### 3. ...
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Detailed Findings
|
||||
|
||||
### Title & Subtitle Analysis
|
||||
|
||||
```
|
||||
**Current title:** "{title}" ({X}/30 chars used)
|
||||
**Current subtitle/short desc:** "{subtitle}" ({X}/30 or /80 chars used)
|
||||
|
||||
**Issues found:**
|
||||
- {issue 1}
|
||||
- {issue 2}
|
||||
|
||||
**Recommended title:** "{new title}" ({X}/30 chars) — {rationale}
|
||||
**Recommended subtitle:** "{new subtitle}" ({X}/30 or /80 chars) — {rationale}
|
||||
```
|
||||
|
||||
### Description Analysis
|
||||
|
||||
```
|
||||
**First 3 lines (above fold):**
|
||||
> {quoted text}
|
||||
|
||||
**Issues found:**
|
||||
- {issue 1}
|
||||
- {issue 2}
|
||||
|
||||
**Keyword density (Google Play only):** {X}% — target: 2-3%
|
||||
**Top keywords found:** {keyword1} (Xn), {keyword2} (Xn), ...
|
||||
**Missing high-value keywords:** {keyword1}, {keyword2}, ...
|
||||
|
||||
**Recommended first 3 lines:**
|
||||
> {rewritten text}
|
||||
```
|
||||
|
||||
### Visual Assets Analysis
|
||||
|
||||
```
|
||||
**Screenshots:** {count} ({store} shows first {3/all} in search)
|
||||
**Preview video:** {Yes/No}
|
||||
**Icon assessment:** {description}
|
||||
**Feature graphic (Google Play):** {Yes/No}
|
||||
|
||||
**Screenshot audit:**
|
||||
1. {screenshot 1 description} — {pass/issue}
|
||||
2. {screenshot 2 description} — {pass/issue}
|
||||
...
|
||||
|
||||
**Recommendations:**
|
||||
- {specific visual change 1}
|
||||
- {specific visual change 2}
|
||||
```
|
||||
|
||||
### Ratings & Reviews Analysis
|
||||
|
||||
```
|
||||
**Average rating:** {X.X} stars ({count} ratings)
|
||||
**Recent review sentiment:** {Positive/Mixed/Negative}
|
||||
**Common complaints:** {theme1}, {theme2}
|
||||
**Developer responses:** {Yes, active / Sporadic / None}
|
||||
|
||||
**Recommendations:**
|
||||
- {specific action 1}
|
||||
- {specific action 2}
|
||||
```
|
||||
|
||||
### Metadata & Freshness
|
||||
|
||||
```
|
||||
**Last updated:** {date} ({X days/months ago})
|
||||
**Localizations:** {count} languages
|
||||
**Category:** {current category}
|
||||
**In-app events/LiveOps:** {Yes/No}
|
||||
|
||||
**Recommendations:**
|
||||
- {specific action 1}
|
||||
- {specific action 2}
|
||||
```
|
||||
|
||||
### Conversion Signals
|
||||
|
||||
```
|
||||
**Price model:** {Free / Freemium / Paid}
|
||||
**IAP count:** {count}
|
||||
**Downloads (Google Play):** {range}
|
||||
**Social proof visible:** {awards, press, badges — or "none"}
|
||||
|
||||
**Recommendations:**
|
||||
- {specific action 1}
|
||||
- {specific action 2}
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Keyword Suggestions
|
||||
|
||||
```
|
||||
| Keyword | Rationale | Where to Place | Priority |
|
||||
|---------|-----------|----------------|----------|
|
||||
| {keyword} | {why this keyword} | {title/subtitle/description/keyword field} | {High/Med/Low} |
|
||||
| ... | ... | ... | ... |
|
||||
```
|
||||
|
||||
Note: Without paid ASO tools, exact search volume is unavailable. These
|
||||
suggestions are based on category analysis, competitor metadata, and semantic
|
||||
relevance. Validate with AppTweak, Sensor Tower, or MobileAction for volume data.
|
||||
|
||||
---
|
||||
|
||||
## Competitor Comparison (if applicable)
|
||||
|
||||
```
|
||||
| Metric | {Your App} | {Competitor 1} | {Competitor 2} |
|
||||
|--------|-----------|----------------|----------------|
|
||||
| Title keywords | ... | ... | ... |
|
||||
| Rating | ... | ... | ... |
|
||||
| Screenshots | ... | ... | ... |
|
||||
| Video | ... | ... | ... |
|
||||
| Description keywords | ... | ... | ... |
|
||||
| Last updated | ... | ... | ... |
|
||||
| Overall ASO score | ... | ... | ... |
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Priority Action Plan
|
||||
|
||||
Ordered by impact (high to low), grouped by effort:
|
||||
|
||||
```
|
||||
### Do This Week (Quick Wins)
|
||||
1. {action} — {expected impact}
|
||||
2. {action} — {expected impact}
|
||||
|
||||
### Do This Month (Medium Effort)
|
||||
3. {action} — {expected impact}
|
||||
4. {action} — {expected impact}
|
||||
|
||||
### Plan for Next Quarter (High Effort)
|
||||
5. {action} — {expected impact}
|
||||
6. {action} — {expected impact}
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Limitations
|
||||
|
||||
Always include this section:
|
||||
|
||||
> **What this audit cannot measure without paid ASO tools:**
|
||||
>
|
||||
> - Exact keyword search volume and difficulty scores
|
||||
> - Historical keyword ranking positions
|
||||
> - Download and revenue estimates
|
||||
> - Apple keyword field contents (hidden from public view)
|
||||
> - Install conversion rate data (only available to app owner in console)
|
||||
> - A/B test results from previous experiments
|
||||
>
|
||||
> For these data points, consider using AppTweak ($69/mo), Sensor Tower, or
|
||||
> MobileAction ($69/mo).
|
||||
@@ -0,0 +1,213 @@
|
||||
# ASO Scoring Criteria
|
||||
|
||||
Score each dimension 0-10 using the rubrics below.
|
||||
**Apply brand maturity tier adjustments** from Phase 1.5 of the main skill.
|
||||
|
||||
---
|
||||
|
||||
## Brand Maturity Adjustments (apply to all dimensions)
|
||||
|
||||
Before scoring, determine the app's tier: **Dominant**, **Established**, or **Challenger**.
|
||||
|
||||
**Dominant apps (Instagram, Uber, Spotify, WhatsApp, Netflix):**
|
||||
|
||||
- Brand-only titles score 8+ (the brand IS the keyword)
|
||||
- Lifestyle/brand screenshots score same as captioned UI screenshots
|
||||
- Generic What's New at weekly+ cadence scores 8+
|
||||
- Missing in-app events for utility apps is not a penalty
|
||||
- Description scored on conversion quality only, not keyword presence
|
||||
- Localization scored relative to actual market footprint
|
||||
- Missing preview video is acceptable if brand awareness is near-universal
|
||||
|
||||
**Established apps (Duolingo, Strava, Notion, Calm, Cash App):**
|
||||
|
||||
- Brand-first titles with 1-2 keywords score normally
|
||||
- Strategic description/visual choices get benefit of the doubt
|
||||
- All other dimensions scored normally
|
||||
|
||||
**Challenger apps (most apps):**
|
||||
|
||||
- Scored strictly against textbook ASO — every character and feature matters
|
||||
|
||||
**Key principle:** Before docking points, ask: "Is this a mistake or a data-informed
|
||||
choice by a team with more information than I have?"
|
||||
|
||||
---
|
||||
|
||||
## 1. Title & Subtitle (Weight: 20%)
|
||||
|
||||
**Challenger rubric:**
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
|
||||
| 9-10 | Brand + high-value keyword in title, complementary keywords in subtitle, no word repetition across fields, near max character usage, instantly communicates app purpose |
|
||||
| 7-8 | Good keyword presence, minor character waste (5+ unused chars), clear purpose |
|
||||
| 5-6 | Has keywords but poor placement, some repetition between fields, purpose somewhat clear |
|
||||
| 3-4 | Title is brand-only or generic, subtitle missing or weak, poor character usage |
|
||||
| 1-2 | No keyword strategy, title doesn't communicate purpose, major character waste |
|
||||
| 0 | Cannot assess (data unavailable) |
|
||||
|
||||
**Dominant/Established adjustment:** Brand-only titles (e.g., "Instagram") are
|
||||
valid if the brand has high search volume. Score 8+ for Dominant apps where
|
||||
brand recognition eliminates the need for generic keywords. Evaluate whether
|
||||
unused characters represent waste or intentional simplicity.
|
||||
|
||||
**Check for:**
|
||||
|
||||
- Characters used vs limit (title: 30, subtitle/short desc: 30/80). "Near max" = within 3 chars of the limit (27+/30, 77+/80)
|
||||
- Primary keyword in title
|
||||
- Keyword duplication between title and subtitle
|
||||
- Whether app purpose is immediately clear
|
||||
- Unnecessary words (articles, prepositions) consuming space
|
||||
- Special characters or claims ("#1", "best") that risk rejection (Apple)
|
||||
|
||||
---
|
||||
|
||||
## 2. Description (Weight: 15%)
|
||||
|
||||
### Apple App Store
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | ------------------------------------------------------------------------------------------------------------------------------------------------------ |
|
||||
| 9-10 | First 3 lines hook with clear value prop, structured with features/benefits/social proof/CTA, promotional text actively used, compelling and scannable |
|
||||
| 7-8 | Good opening, decent structure, could improve scannability or CTA |
|
||||
| 5-6 | Generic opening ("Welcome to..."), some structure, missing CTA or social proof |
|
||||
| 3-4 | Wall of text, no clear value prop above fold, no promotional text |
|
||||
| 1-2 | Minimal or boilerplate description, no effort |
|
||||
| 0 | Cannot assess |
|
||||
|
||||
### Google Play
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | -------------------------------------------------------------------------------------------------------------------------------------------- |
|
||||
| 9-10 | Keywords in first 3 sentences, 2-3% natural density throughout, HTML formatting used, structured sections, strong CTA, keywords feel natural |
|
||||
| 7-8 | Good keyword presence, some structure, density slightly off (1-2% or 3-4%) |
|
||||
| 5-6 | Keywords present but sparse (<1%) or stuffed (>5%), weak structure |
|
||||
| 3-4 | No keyword strategy visible, poor formatting, wall of text |
|
||||
| 1-2 | Minimal description, no keywords, no structure |
|
||||
| 0 | Cannot assess |
|
||||
|
||||
**Check for:**
|
||||
|
||||
- First 3 lines quality (visible before "Read More")
|
||||
- Feature-benefit framing (not just feature lists)
|
||||
- Social proof (downloads, awards, press mentions)
|
||||
- Call to action
|
||||
- Keyword density (Google Play only - count target keywords / total words)
|
||||
- HTML formatting usage (Google Play)
|
||||
- Promotional text presence and quality (Apple)
|
||||
|
||||
---
|
||||
|
||||
## 3. Visual Assets (Weight: 25%)
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
|
||||
| 9-10 | 8-10 screenshots with clear messaging/captions, preview video present, screenshots tell a story in sequence, each communicates one benefit, icon is distinctive and memorable |
|
||||
| 7-8 | 6-7 screenshots with captions, good icon, no video OR good video but some screenshot messaging unclear |
|
||||
| 5-6 | 5+ screenshots but weak/no captions, basic icon, no video, screenshots are UI dumps |
|
||||
| 3-4 | 3-4 screenshots, no captions, generic icon, no storytelling |
|
||||
| 1-2 | Fewer than 3 screenshots, or screenshots are raw unedited UI, poor icon |
|
||||
| 0 | Cannot assess |
|
||||
|
||||
**Check for:**
|
||||
|
||||
- Screenshot count (minimum 5, ideal 8-10)
|
||||
- Caption/overlay text on screenshots (one message per screen, 5-7 words max)
|
||||
- First 3 screenshots (highest conversion impact on Apple)
|
||||
- Preview video presence and quality
|
||||
- Icon distinctiveness (no text in icon, bold shapes, stands out)
|
||||
- Feature graphic presence (Google Play - mandatory for featured placements)
|
||||
- Screenshot storytelling flow (do they tell a coherent story?)
|
||||
- Localized visual assets (for non-English markets)
|
||||
- Caption keywords (Apple - indexed since June 2025)
|
||||
|
||||
---
|
||||
|
||||
## 4. Ratings & Reviews (Weight: 20%)
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | ------------------------------------------------------------------------------------------------------ |
|
||||
| 9-10 | 4.5+ stars, 10K+ ratings, recent reviews positive, developer responds to negatives, steady review flow |
|
||||
| 7-8 | 4.0-4.4 stars, 1K+ ratings, mostly positive recent reviews, some developer responses |
|
||||
| 5-6 | 3.5-3.9 stars, 500+ ratings, mixed recent reviews, no developer responses |
|
||||
| 3-4 | 3.0-3.4 stars, <500 ratings, negative themes in recent reviews |
|
||||
| 1-2 | Below 3.0 stars, few ratings, no developer engagement, visible complaints |
|
||||
| 0 | No ratings yet or cannot assess |
|
||||
|
||||
**Check for:**
|
||||
|
||||
- Average rating (target: 4.0+ minimum, 4.5+ ideal)
|
||||
- Total rating count
|
||||
- Recent review sentiment (last 5-10 visible reviews)
|
||||
- Common complaint themes (bugs, crashes, pricing, UX)
|
||||
- Developer response presence and quality
|
||||
- Rating trend (improving or declining, if visible)
|
||||
- Review recency (fresh reviews signal active user base)
|
||||
|
||||
---
|
||||
|
||||
## 5. Metadata & Freshness (Weight: 10%)
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | ------------------------------------------------------------------------------------------------------------------------- |
|
||||
| 9-10 | Updated within last month, 10+ localizations, optimal category choice, in-app events/LiveOps active, data safety complete |
|
||||
| 7-8 | Updated within 2 months, 5+ localizations, good category, data safety present |
|
||||
| 5-6 | Updated within 3 months, 2-4 localizations, acceptable category |
|
||||
| 3-4 | Updated 3-6 months ago, 1-2 localizations, possibly wrong category |
|
||||
| 1-2 | Not updated in 6+ months, single language, poor category choice |
|
||||
| 0 | Cannot assess |
|
||||
|
||||
**Check for:**
|
||||
|
||||
- Last update date and recency
|
||||
- Number of supported languages/localizations
|
||||
- Category selection (is it the best fit? less competitive alternative?)
|
||||
- In-app events (Apple) or promotional content (Google) presence
|
||||
- Data safety / privacy nutrition label completeness
|
||||
- Age rating appropriateness
|
||||
- Version history quality (do release notes communicate value?)
|
||||
- What's New text quality
|
||||
|
||||
---
|
||||
|
||||
## 6. Conversion Signals (Weight: 10%)
|
||||
|
||||
| Score | Criteria |
|
||||
| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- |
|
||||
| 9-10 | Clear value before download, transparent pricing/IAP, social proof visible (press, awards), download range suggests strong traction, developer credibility strong |
|
||||
| 7-8 | Good value communication, pricing clear, some social proof |
|
||||
| 5-6 | Value prop exists but weak, pricing unclear or IAP heavy, limited social proof |
|
||||
| 3-4 | Unclear what user gets, confusing pricing, no social proof, low downloads visible |
|
||||
| 1-2 | No value communication, suspicious pricing, app looks abandoned |
|
||||
| 0 | Cannot assess |
|
||||
|
||||
**Check for:**
|
||||
|
||||
- Price transparency (free, freemium, paid - is it clear?)
|
||||
- In-app purchase list quality (do IAP names communicate value?)
|
||||
- Download range (Google Play - 10K+, 100K+, 1M+ signals trust)
|
||||
- Developer name/brand recognition
|
||||
- "Editors' Choice" or featured badges
|
||||
- Press mentions or awards in description
|
||||
- Related apps from same developer (portfolio trust signal)
|
||||
- Privacy practices transparency
|
||||
|
||||
---
|
||||
|
||||
## Calculating Final Score
|
||||
|
||||
```
|
||||
Final Score = (Title * 0.20) + (Description * 0.15) + (Visuals * 0.25)
|
||||
+ (Ratings * 0.20) + (Metadata * 0.10) + (Conversion * 0.10)
|
||||
|
||||
Scale to 100: Final Score * 10
|
||||
```
|
||||
|
||||
**Example:** Title: 7, Description: 6, Visuals: 8, Ratings: 9, Metadata: 5, Conversion: 7
|
||||
|
||||
```
|
||||
(7 * 0.20) + (6 * 0.15) + (8 * 0.25) + (9 * 0.20) + (5 * 0.10) + (7 * 0.10)
|
||||
= 1.4 + 0.9 + 2.0 + 1.8 + 0.5 + 0.7
|
||||
= 7.3 → 73/100 → Grade: B
|
||||
```
|
||||
@@ -0,0 +1,163 @@
|
||||
---
|
||||
name: community
|
||||
description: Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: "build a community," "community strategy," "Discord community," "Slack community," "community-led growth," "brand advocates," "user community," "forum strategy," "community engagement," "grow our community," "ambassador program," "community flywheel."
|
||||
metadata:
|
||||
version: 1.0.0
|
||||
---
|
||||
|
||||
# Community Marketing
|
||||
|
||||
You are an expert community builder and community-led growth strategist. Your goal is to help the user design, launch, and grow a community that creates genuine value for members while driving measurable business outcomes.
|
||||
|
||||
## Before You Start
|
||||
|
||||
**Check for product marketing context first:**
|
||||
If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered.
|
||||
|
||||
Understand the situation (ask if not provided):
|
||||
|
||||
1. **What is the product or brand?** — What problem does it solve, who uses it
|
||||
2. **What community platform(s) are in play?** — Discord, Slack, Circle, Reddit, Facebook Groups, forum, etc.
|
||||
3. **What stage is the community at?** — Pre-launch, 0–100 members, 100–1k, scaling, or established
|
||||
4. **What is the primary community goal?** — Retention, activation, word-of-mouth, support deflection, product feedback, revenue
|
||||
5. **Who is the ideal community member?** — Role, motivation, what they hope to get from joining
|
||||
|
||||
Work with whatever context is available. If key details are missing, make reasonable assumptions and flag them.
|
||||
|
||||
---
|
||||
|
||||
## Community Strategy Principles
|
||||
|
||||
### Build around a shared identity, not just a product
|
||||
|
||||
The strongest communities are built around who members *are* or aspire to be — not around your product. Members join because of the product but stay because of the people and identity.
|
||||
|
||||
Examples:
|
||||
- Indie hackers (identity: bootstrapped founders)
|
||||
- r/homelab (identity: tinkerers who self-host)
|
||||
- Figma community (identity: designers who care about craft)
|
||||
|
||||
Always define: **What identity does this community reinforce for its members?**
|
||||
|
||||
### Value must flow to members first
|
||||
|
||||
Every community touchpoint should answer: *What does the member get from this?*
|
||||
|
||||
- Exclusive knowledge or early access
|
||||
- Peer connections they can't get elsewhere
|
||||
- Recognition and status within a group they respect
|
||||
- Direct influence on the product roadmap
|
||||
- Career opportunities, visibility, or credibility
|
||||
|
||||
### The Community Flywheel
|
||||
|
||||
Healthy communities compound over time:
|
||||
|
||||
```
|
||||
Members join → get value → engage → create content/help others
|
||||
↑ ↓
|
||||
←←←←← new members discover the community ←←
|
||||
```
|
||||
|
||||
Design for the flywheel from day one. Every decision should ask: *Does this accelerate the loop or slow it down?*
|
||||
|
||||
---
|
||||
|
||||
## Playbooks by Goal
|
||||
|
||||
### Launching a Community from Zero
|
||||
|
||||
1. **Recruit 20–50 founding members manually** — DM your most engaged users, beta testers, or fans. Don't open publicly until there is baseline activity.
|
||||
2. **Set the culture explicitly** — Write community guidelines that describe the *vibe*, not just the rules. What does great participation look like here?
|
||||
3. **Seed conversations before launch** — Pre-populate channels with 5–10 posts that model the behavior you want. Questions, wins, resources.
|
||||
4. **Do things that don't scale at first** — Reply to every post. Welcome every new member by name. Host a weekly call. You are buying social proof.
|
||||
5. **Define your core loop** — What action do you want members to take weekly? Make it easy and reward it publicly.
|
||||
|
||||
### Growing an Existing Community
|
||||
|
||||
1. **Audit where members drop off** — Are people joining but not posting? Posting once and disappearing? Identify the leaky stage.
|
||||
2. **Create a new member journey** — A pinned welcome post, a #introduce-yourself channel, a DM or email from a community manager, a clear "start here" path.
|
||||
3. **Surface member wins publicly** — Showcase user projects, testimonials, milestones. This reinforces identity and signals that participation has rewards.
|
||||
4. **Run recurring community rituals** — Weekly threads (e.g., "What are you working on?"), monthly AMAs, seasonal challenges. Rituals create habit.
|
||||
5. **Identify and invest in power users** — 1% of members generate 90% of value. Give them recognition, early access, moderator roles, or direct product input.
|
||||
|
||||
### Building a Brand Ambassador / Advocate Program
|
||||
|
||||
1. **Identify candidates** — Look for people who already recommend you unprompted. Check reviews, social mentions, community posts.
|
||||
2. **Make the ask personal** — Don't send a generic form. Reach out 1:1 and explain why you chose them specifically.
|
||||
3. **Offer meaningful benefits** — Exclusive access, swag, revenue share, or public recognition — not just "early access to features."
|
||||
4. **Give them tools and content** — Referral links, shareable assets, key talking points, a private Slack channel.
|
||||
5. **Measure and iterate** — Track referral traffic, signups, and engagement driven by advocates. Double down on what works.
|
||||
|
||||
### Community-Led Support (Deflection + Retention)
|
||||
|
||||
1. **Create a searchable knowledge base** from top community questions
|
||||
2. **Recognize members who help others** — "Community Expert" badges, leaderboards, shoutouts
|
||||
3. **Close the loop with product** — When community feedback drives a change, announce it publicly and credit the members who raised it
|
||||
4. **Monitor sentiment weekly** — Look for patterns in complaints or confusion before they become churn signals
|
||||
|
||||
---
|
||||
|
||||
## Platform Selection Guide
|
||||
|
||||
| Platform | Best For | Watch Out For |
|
||||
|----------|----------|---------------|
|
||||
| Discord | Developer, gaming, creator communities; real-time chat | High noise, hard to search, onboarding friction |
|
||||
| Slack | B2B / professional communities; familiar to SaaS buyers | Free tier limits history; feels like work |
|
||||
| Circle | Creator or course-based communities; clean UX | Less organic discovery; requires driving traffic |
|
||||
| Reddit | High-volume public communities; SEO benefit | You don't own it; moderation is hard |
|
||||
| Facebook Groups | Consumer brands; older demographics | Declining organic reach; algorithm dependent |
|
||||
| Forum (Discourse) | Long-form technical communities; SEO-rich | Slower velocity; higher effort to post |
|
||||
|
||||
---
|
||||
|
||||
## Community Health Metrics
|
||||
|
||||
Track these signals weekly:
|
||||
|
||||
- **DAU/MAU ratio** — Stickiness. Above 20% is healthy for most communities.
|
||||
- **New member post rate** — % of new members who post within 7 days of joining
|
||||
- **Thread reply rate** — % of posts that receive at least one reply
|
||||
- **Churn / lurker ratio** — Members who joined but haven't posted in 30+ days
|
||||
- **Content created by non-staff** — % of posts not written by the company team
|
||||
|
||||
**Warning signs:**
|
||||
- Most posts are from the company team, not members
|
||||
- Questions go unanswered for >24 hours
|
||||
- The same 5 people account for 80%+ of engagement
|
||||
- New members stop posting after their intro message
|
||||
|
||||
---
|
||||
|
||||
## Output Formats
|
||||
|
||||
Depending on what the user needs, produce one of:
|
||||
|
||||
- **Community Strategy Doc** — Platform choice, identity definition, core loop, 90-day launch plan
|
||||
- **Channel Architecture** — Recommended channels/categories with purpose and posting guidelines for each
|
||||
- **New Member Journey** — Welcome sequence: pinned post, DM template, first-week prompts
|
||||
- **Community Ritual Calendar** — Weekly/monthly recurring events and threads
|
||||
- **Ambassador Program Brief** — Criteria, benefits, outreach template, tracking plan
|
||||
- **Health Audit Report** — Current metrics, diagnosis, top 3 priorities to fix
|
||||
|
||||
Always be specific. Generic advice ("be consistent," "provide value") is not useful. Give the user something they can act on today.
|
||||
|
||||
---
|
||||
|
||||
## Task-Specific Questions
|
||||
|
||||
1. What platform are you building on (or considering)?
|
||||
2. What stage is the community at? (Pre-launch, early, growing, established)
|
||||
3. What's the primary business goal? (Retention, activation, word-of-mouth, support deflection)
|
||||
4. Who is the ideal community member and what motivates them?
|
||||
5. Do you have existing users or customers to seed from?
|
||||
6. How much time can you dedicate to community management weekly?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **referral-program**: For structured referral and ambassador incentive programs
|
||||
- **churn-prevention**: For retention strategies that complement community engagement
|
||||
- **social-content**: For content creation across social platforms
|
||||
- **customer-research**: For understanding your community members' needs and language
|
||||
@@ -49,6 +49,7 @@ Gather this context (ask if not provided):
|
||||
| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |
|
||||
|
||||
**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)
|
||||
**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)
|
||||
|
||||
---
|
||||
|
||||
|
||||
@@ -0,0 +1,110 @@
|
||||
# Platform Limits Reference
|
||||
|
||||
Quick reference for hashtag limits, character counts, and visible text thresholds on each major social platform.
|
||||
|
||||
---
|
||||
|
||||
## Instagram
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | 5 (official limit) |
|
||||
| Recommended hashtags | 3 – 5 |
|
||||
| Max caption chars | 2,200 |
|
||||
| Visible before "more" | ~125 chars |
|
||||
|
||||
---
|
||||
|
||||
## Facebook
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | No official limit |
|
||||
| Recommended hashtags | 1 – 2 |
|
||||
| Max post chars | 63,206 |
|
||||
| Ideal for engagement | 40 – 80 chars |
|
||||
|
||||
---
|
||||
|
||||
## TikTok
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | 5 (since August 2025) |
|
||||
| Recommended hashtags | 3 – 5 |
|
||||
| Max caption chars | 4,000 |
|
||||
| Visible before "more" | ~150 chars |
|
||||
|
||||
---
|
||||
|
||||
## LinkedIn
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | No official limit |
|
||||
| Recommended hashtags | 3 – 5 |
|
||||
| Max post chars | 3,000 |
|
||||
| Visible before "more" | ~210 chars |
|
||||
|
||||
---
|
||||
|
||||
## Twitter/X
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | No official limit |
|
||||
| Recommended hashtags | 1 – 2 |
|
||||
| Max tweet chars | 280 (standard) / 25,000 (Premium+) |
|
||||
| Visible before "more" | Full tweet (280 standard) |
|
||||
|
||||
---
|
||||
|
||||
## YouTube
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | 15 (exceeding this causes YouTube to ignore ALL hashtags) |
|
||||
| Recommended hashtags | 3 – 5 |
|
||||
| Max title chars | 100 (visible before truncation: ~70) |
|
||||
| Max description chars | 5,000 |
|
||||
| Visible before "Show more" | ~100 chars |
|
||||
|
||||
> The first 3 hashtags in the description automatically appear above the title as clickable links. For Shorts, use 1 – 5 hashtags.
|
||||
|
||||
---
|
||||
|
||||
## Pinterest
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | 20 per pin |
|
||||
| Recommended hashtags | 2 – 5 |
|
||||
| Max pin title chars | 100 |
|
||||
| Max description chars | 500 |
|
||||
| Visible before "More" | ~50 chars (desktop) |
|
||||
|
||||
> Pinterest has deprioritized hashtags. Focus on keywords as natural sentences within the description for better SEO instead of relying on hashtags.
|
||||
|
||||
---
|
||||
|
||||
## Threads (Meta)
|
||||
|
||||
| Element | Limit |
|
||||
|---------|-------|
|
||||
| Max hashtags | 1 per post (topic tag) |
|
||||
| Recommended hashtags | 1 |
|
||||
| Max post chars | 500 |
|
||||
| Max with text attachment | 10,500 (500 + 10,000 expandable) |
|
||||
| Visible without expanding | First ~1 – 2 lines |
|
||||
|
||||
> Threads limits topic tags to one per post. The platform is not hashtag-driven — the algorithm prioritizes content from followed accounts mixed with recommendations.
|
||||
|
||||
---
|
||||
|
||||
## Usage Tips
|
||||
|
||||
- **Hashtags count against character limits** on all platforms
|
||||
- **Front-load your message** before the "more" truncation point
|
||||
- On Instagram and TikTok, fewer hashtags now outperform hashtag-stuffing
|
||||
- On LinkedIn, hashtags at the end of the post perform better than inline
|
||||
- On Facebook, hashtags have minimal impact on reach — use sparingly
|
||||
Reference in New Issue
Block a user