ASO copywriting that actually converts

Your store listing is a landing page with brutal character limits. Here's how to make every character count.

Lead with the outcome, not the feature "Track habits with streaks and reminders" is a feature. "Never break a good habit again" is an outcome. Outcomes convert because they answer the only question a browsing user asks: what's in it for me?

Front-load your keywords The App Store weights your title and subtitle heavily for search. Put your single most important keyword phrase in the title (within the 30-character limit), and use the subtitle for the second. Don't waste the keywords field on words already in your title — Apple indexes both.

Screenshot captions are copy too The first two screenshots are visible without scrolling and drive most installs. Each should carry one benefit-led headline of seven words or fewer. Concrete beats clever: "Split any bill in two taps" outperforms "Bill-splitting, reimagined."

Write three, test one Generate a benefit-led, a feature-led, and a playful variant, then A/B test in the stores' native experiment tools. MoonStart's AI writes all three from one description, with live character counting so nothing overflows.