App Store Optimization is the process of improving the visibility of your app within a mobile app store. Besides high rankings in the app store, the basic principles of ASO are the focus on click-through rate.
This means you have to convince people actually to click on your app once they find it. You can do so by optimizing your App Name, Title, Logo, Screenshots and App Rating. But it doesn’t end there.
Once people click on your app and are on your App Landing Page, you have to make sure they also download it or make a purchase. This part of In-App Store Optimization is also known as CRO.