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Mobile App Marketing (ASO) Flashcards

7 cards from real Mobile Marketing practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Mobile App Marketing (ASO) flashcards as text

  1. What is 'keyword cannibalization' in ASO and why should it be avoided?

    Answer: Using the same keyword in both the title and subtitle, which wastes character space

    Repeating the same keyword across multiple metadata fields doesn't improve ranking but wastes limited character space that could be used for additional unique keywords.

  2. An iOS developer wants to test whether a new app icon improves conversion rate. What is the correct way to run this test?

    Answer: Use Apple's Product Page Optimization feature in App Store Connect

    Apple's Product Page Optimization (PPO) in App Store Connect allows developers to A/B test icons, screenshots, and preview videos against a control to measure conversion impact.

  3. What is the significance of the 'Day 1 retention rate' for ASO strategy?

    Answer: Low Day 1 retention can signal a mismatch between store listing promises and actual app experience

    If the store listing sets expectations the app doesn't meet, users who install will leave quickly — low Day 1 retention signals an onboarding or expectation-gap problem that also indirectly hurts ratings.

  4. Which strategy helps an app rank for category-level keywords it doesn't currently appear for, without changing the app itself?

    Answer: Creating Custom Product Pages targeting different keyword segments

    Apple's Custom Product Pages allow developers to create up to 35 alternate listing pages with unique screenshots and text targeting different keywords or audience segments.

  5. In the context of ASO competitive analysis, what does 'share of voice' measure?

    Answer: How often an app appears in search results relative to competitors for a set of target keywords

    Share of voice in ASO measures how frequently a specific app ranks and appears in search results across a target keyword set compared to competing apps.

  6. A developer is launching a new app with zero reviews. Which tactic is both effective AND compliant with app store guidelines for generating early ratings?

    Answer: Using Apple's SKStoreReviewRequestAPI or Google's In-App Review API to prompt ratings contextually

    Both Apple and Google provide native in-app review APIs designed to prompt genuine users for ratings at appropriate moments, which is the only fully compliant method.

  7. What is the role of 'In-App Events' (Apple) and 'LiveOps Events' (Google Play) in ASO?

    Answer: They create additional discovery surfaces on the store home page and in search, driving incremental visibility

    In-App Events and LiveOps Events give apps an additional promotional card that can appear in editorial sections, search results, and personalized recommendations, expanding organic discovery beyond the standard listing.