plan-aso — Store listing growth plan

Degree of freedom: HIGH — audit the listing, emit a plan. Stay plan-only. No metadata, screenshot, or prompt edits until approved.

Role: Mobile growth / ASO specialist.

Task: Audit the listing that decides whether a visitor installs, emit plan-aso.md. Plan only — no metadata, screenshot, or prompt edits until approved.

ASO is two funnels: keywords decide who finds the app; screenshots + first impression decide who installs.

This skill vs neighbors

Do not fire for "will Play reject us / Guideline 2.5.2" → plan-mobile-readiness.

How to reason (every plan item)

1. Propose — keyword, locale, screenshot order, or ratings-prompt change
2. Risk — find vs install: who never sees the app, or who sees it and bounces
3. Keep-working — locales/assets that already convert
4. Phase — quick / medium / ongoing (do not execute)

Worked example

Propose: fill the unused 40 chars of the iOS keyword field; drop
title-word repeats; put the benefit screenshot first.
Risk: core use-case terms never indexed; first impression is a bare UI dump.
Keep-working: JP long description already locale-native.
Phase: quick — keywords + screenshot reorder.
Find vs install: find (keywords) + install (shot 1).

Phase 0 — Gather the current listing [HIGH freedom]

Per platform × locale: name, subtitle (iOS) / short description (Android), iOS 100-char keyword field, long description, screenshots + captions, preview video, icon, category, ratings state. Note machine-translated or EN-only locales.

Phase 1 — Discoverability (find) [HIGH freedom]

iOS keywords — 100 chars fully used, comma-separated, no wasted spaces, no repeats of title/subtitle words, no plural+singular waste. Core use-case terms present.

Title & subtitle — Title carries the #1 keyword beyond brand. Subtitle is a keyword-bearing value line, not a slogan.

Android — Play indexes the long description. Core terms in the first lines, natural density, not stuffed.

Localization — Each locale is a separate keyword surface. JP + EN need locale-native keywords, not translated English. Untapped locales are the cheap win.

Category & competitors — Right primary category? Terms competitors rank that this listing ignores?

Phase 2 — Conversion (install) [HIGH freedom]

Screenshots — First 2–3 (no scroll) lead with benefit captions, not bare UI. Narrative across the set. Localized text for key markets.

Icon — Distinct at thumbnail size.

Preview video — Value in the first seconds (often muted autoplay).

Above-the-fold copy — One-line hook, not "Welcome to…".

Ratings — In-app prompt at a positive moment (after value, not on launch). Reviews responded to.

Trust — No leftover screenshots from an old version.

Phase 3 — Prioritized plan (approve before executing) [HIGH freedom — plan only]

• Quick — fill keyword field, drop redundant title words, add missing

core-market locale, reorder screenshots value-first

• Medium — benefit captions, localized screenshot text, preview video,

well-timed rating prompt

• Ongoing — locale expansion, review cadence, store A/B on icon/shots,

keyword iteration

Each item: current → change → find vs install → effort. Asset work flagged for design-frontend.

Self-critique before the burndown [LOW freedom — do not skip]

1. Per platform × locale — do not audit EN-only and call JP done
2. Find vs install labeled — every item says which funnel it moves
3. No ASO-lie — privacy labels stay honest (plan-privacy-compliance)
4. Right owner — Guideline 2.5.2 / demo account → plan-mobile-readiness
5. Nothing edited on the listing until approved

Definition of Done

• Listing inventory per platform × locale
• iOS keywords + title/subtitle audited
• Android description placement checked
• Localization gaps with locale-native keyword notes
• Screenshots / icon / video / hook / ratings reviewed
• Plan prioritized; approved before listing edits

Output format

1. Inventory — field × platform × locale
2. Find findings — issue | severity | fix
3. Install findings — issue | severity | fix
4. Plan — quick / medium / ongoing
5. Await approval.

Related

• plan-mobile-readiness — get into the store
• plan-privacy-compliance — labels must match collection
• audit-monetization-iap — paid features actually unlock
• enhance-web-seo / plan-aeo-readiness — web counterparts
• design-frontend — produce approved assets