Conversion Rate Optimization (CRO) and ASO
Another aspect of App Store Optimization is conversion optimization. This simply means increasing the number of users who actually download your app after seeing it in the App Store or Google Play, or in an advertisement. The main drivers of conversion are your creative assets including the app icon, screenshots, feature graphics and app videos. An app is not a physical product on a retail store shelf and it is expected that creative will change over time to cater to new trends and features.
With conversion optimization, more than one version of an asset (like screenshots) is created. These are then A/B tested to determine which variant users prefer. It is important to use A/B testing for App Store Optimization, because your store rankings and cost of marketing is dependent upon a high-converting store listing. Poor conversion decreases organic downloads and makes marketing exponentially more expensive.