[Webinar recap] App Follow and Geeklab Hot Seat: Expert ASO & UA Audit Recap for Mobile Marketers

AppFollow's Yaroslav Rudnitskiy and Geeklab's Jesse Lempiäinen recently ran a live audit of three mobile apps, checking their ASO and User Acquisition strategies. We couldn’t recommend watching the whole thing yourself enough, so if you’d like to do so, here you go!

Here's what you missed if you weren’t there:

The basics: how apps get rated

The session kicked off with AppFollow's App Reputation Index - a 0-100 score that shows how well apps are optimized. Higher than your category average? You're doing something right, but there's always room to improve.

For new apps, especially on Google Play, there's a hard reality: you need about 7,000-10,000 downloads before Google starts taking you seriously in search results. It's a tough spot - you need visibility to get downloads, but you need downloads to get visibility.

App #1: Recolor (Coloring Book App)

First up was Recolor, a coloring book app that scored decently but had clear issues:

What needed work

• No updates in 3-4 months (market standard is updating every 1.5 months)
• Screenshots didn't show what users really want: the satisfaction of finishing a coloring project
• Missing clear before/after visuals that show the payoff of using the app

Proposed fixes:

• Make ad gameplay simpler - use numbered coloring areas and slow down the process (this works for puzzle games)
• Best channels? The experts pointed to Facebook, Instagram, and TikTok for decent users at reasonable costs
• Add seasonal events (like Easter coloring pages) to grab more platform visibility
• Change the app icon slightly for holidays without losing brand recognition

Interestingly, someone in the chat mentioned Recolor previously used Facebook and Google ads plus some TikTok, but now focuses mostly on ASO and Apple Search Ads.

App #2: Township (Farm Game)

Township, a big farm-building game, showed what good ASO and UA look like:

What worked well

• Actively promotes in-app events to both existing and new users
• Much higher search visibility than average apps in its category
• Screenshots clearly show what the game is about (farming and city-building)
• Smart use of different content for new versus returning users

Advanced tactics in play

• Township nails the crucial first screenshot (the biggest factor in conversions)
• Uses custom product pages for different user groups
• Shows videos to returning users instead of static images

Ad strategy insights

The experts broke down Township's ads:

• Many focus on getting former players back into the game
• Show satisfying resource collection (similar to Forex game ads)
• Use cats tapping screens as attention-grabbers (works as well now as it did years ago)
• Cleverly show gameplay "fails" to make users think "I could do better than that"

Jesse suggested Township could push the fantasy angle more in their ads - highlight that players get to be the ruler of their own town.

When asked if videos beat screenshots in store listings, both experts were clear: content quality matters more than format. A bad video hurts conversions; a great video helps. Jesse noted that using successful UA video ads in your store listing often works well, even though Apple technically doesn't allow it.

App #3: Hoku Group AI Dream Planner

The last app reviewed was Hoku: Group AI Dream Planner, a newer app with much lower download numbers than the others. This gave a good look at the challenges facing fresh apps trying to break through.

The problems

• Only around 1,000 downloads on Google Play - way below the crucial 7,000-10,000 needed for Google to care about ranking you
• Good ASO basics but almost zero organic traffic because of low download numbers
• One screenshot still mentioned "New Year's 2021" - immediately signals outdated content

Quick fixes

• Even a small $500 budget on Facebook/Instagram could help hit that download threshold
• Focus on the first screenshot - most users never see anything else
• Use the latest iPhone models in App Store screenshots (and Android devices for Google Play)
• Add timely seasonal elements (Valentine's Day, current events, etc.)
• Don't just translate text - add local landmarks and cultural references for different markets

Jesse stressed that good localization makes visuals connect with users in target markets well. Both Apple and Google reward this approach.

Q&A: Common problems and solutions

The session wrapped up with questions about typical ASO and UA challenges.

The biggest mistake in App Store images

Not testing and updating. Keeping the same creatives too long leads to dropping conversion rates. Jesse compared app stores to supermarket fridges - you need to understand why users end up looking at your product in the first place.

What matters most in screenshots

Yaroslav was blunt: "Based on stats, no one scrolls down. Optimize the first screenshots. The first one is most important, then the second and third."

Optimizing for AI search

When asked about getting visibility on ChatGPT and Google Gemini, both admitted this is still new territory. Jesse has tried "training" ChatGPT about his company but with limited success. They suggested making your data easily readable by web crawlers to potentially help with future AI training.

Fixing poor search visibility

A participant asked how to improve visibility when other metrics look good. The experts didn't sugarcoat it:

• Paid user acquisition is still the most reliable way to boost download numbers
• Alternative options include building buzz on Reddit, Product Hunt, or Twitter/X
• In-app events might trigger featuring opportunities
• Only truly exceptional products occasionally break through organically (they mentioned Vampire Survivors as a rare example)

Videos vs. static images

On whether videos improve conversions, Yaroslav put it simply: "A screenshot is one frame. A video is 100 frames. So you have more opportunities to do things right as well as wrong."

Format matters less than content quality.

How often to update

For keywords and text, update at least every 1.5 months. For images and icons, seasonal updates work well because "people love seasonalities."

Afterword

ASO and UA work together. As Yaroslav said, "We have to work with ASO and user acquisition on the same track - this is how we achieve success."

If you're working with limited money, focus on making an amazing first screenshot, keep content current, and try building communities as an alternative to paid ads when possible.

Visibility requires downloads, and most apps today need some paid user acquisition to reach the threshold where platforms start showing you in organic results. Good ASO ensures you make the most of every user who lands on your page, whether they come through ads or searches.

FAQ

What is the minimum number of downloads needed for Google Play to start ranking my app?

According to ASO experts from AppFollow and Geeklab, Google Play requires approximately 7,000-10,000 downloads before it begins properly ranking new apps in search results. This creates a significant challenge for new developers who need to reach this threshold through paid user acquisition or community building before seeing meaningful organic visibility. Without reaching this critical mass, even perfect ASO implementation won't generate significant traffic on the Google Play Store.

How important are the first screenshots in my app store listing?

The first screenshot is critically important for conversion rates. According to ASO experts, most users won't scroll beyond the first 1-3 screenshots, making these initial visuals your primary conversion opportunity. For optimal results, ensure your first screenshot clearly communicates your app's core value proposition, uses current device frames (latest iPhone for App Store, Android devices for Google Play), and incorporates seasonal elements when relevant. Testing different variations of your first screenshot will typically yield the biggest improvement in conversion rates.

Which user acquisition channels work best for mobile apps with limited budgets?

For apps with limited budgets, experts recommend social networks like Meta's platforms (Facebook/Instagram) and TikTok, which often deliver quality users at reasonable costs. Even a modest investment of $500 can help build initial momentum. Beyond paid acquisition, alternatives include building communities on Reddit, Product Hunt, Hacker News, or Twitter/X, and implementing in-app events that might trigger platform featuring.