Mastering ASO (app store optimization) is both an art and a science. It requires deep research, constant iteration, and seamless collaboration with user acquisition efforts. We asked Marina Roglic, the ASO queen herself, for insights. Read her learnings, frameworks, and advice for those looking to master the art
A framework for mastering ASO
For those wondering about a structured approach to ASO, here’s Marina’s framework that starts with good research.
“Check what’s good on the stores. Will there be a pattern to tickle your fancy? Maybe a competitor from your vertical is doing something extra and you think it might suit your cause? Even if you don’t find a trail to follow, you might get a spark that will ignite your blaze.”
The next step is to build hypotheses around elements to test. “While the whole is greater than the sum of its parts, that doesn’t help when you’re testing your next great recipe for success. Test your focal element, leave the background alone. Test different textures, but don’t disturb anything else. Test the pose, the scale, the orientation, temperature…all of that builds up. It may be slow, but it will all be well worth it in the end.”
In a crunch? Marina suggests focusing on a limited number of elements: “Run experiments for at least 5-7 days and build it up. Big and bold is the way to go!”
Additionally, keyword optimization should be a regular practice. “Optimize keywords at least once per quarter, don’t underestimate the power of seasonal terms (‘will you be my Valentine?’), revamp your subtitle and short description with the best, and keep a watchful eye on ranks.”
After that, it’s rinse and repeat.
The most overlooked aspect of ASO
“Oh, that’s a good question,” Marina remarked when asked about an overlooked aspect of ASO. While it’s hard to pinpoint just one, she noted that “people underestimate how big changes in asset variants can make a world of a difference in experimentation. If you really want to be safe, pre-post analysis will back your decision.”
How to make paid UA and ASO work together
“A mandatory three-legged race” she joked.
On a serious note, she brought up the importance of showing the UA team how their budget impacts organic performance and vice versa. “Listening in to their syncs and sharing your reports with them will encourage this relationship.”
Marina shared an example: “Whenever I’d apply an icon with a best-performing element from UA creatives, their KPIs would improve. Just keep doing that and everyone will be happy.”
Advice for ASO professionals looking to stay ahead
For mastering ASO, her powerful piece of advice is this: “Courses and academies will feed you for a month, but the community will feed your entire career.”
Marina also highlighted the importance of networking and staying engaged: “Networking doesn’t just happen at live events; join as many growth communities as you can, be active in your participation (even if you might be wrong!) and keep an eye out for stuff going down.”
From structured frameworks to the importance of collaboration and community, these insights highlight what it takes to succeed in ASO. Whether you’re refining your optimization strategies or looking to deepen your industry connections, the key takeaway is clear: never stop learning and experimenting.
A favorite ASO project? Too hard to pick one!
When asked if she has a single ASO project she is particularly proud of, Marina compared it to choosing a favorite child. “Honestly, I don’t think I can name one particular project that I’m more proud of than any of the others. In my native tongue we have a saying that roughly translates to “every mountain has its own weight”. And just like that, each one of the projects I’ve worked on have brought me pleasure and have made me proud to work on them.” she says.
Each project has brought unique challenges and rewards. From keyword research on Super Stylist—”still the best fashion game of the vertical”, to the ASO strategy for Scavenger Hunt, which she described as “a juggernaut while I was working on it.” Currently, she has been working with the team at Tap Nation, where “we complement each other so well that it was really easy to build synergies.”
