Discovery and conversion are different problems
Keywords help a product become eligible for discovery; icons, screenshots, video, ratings and product-market fit convert that attention. Effective ASO measures impressions, product-page views, conversion rate and downstream user quality.
Test in a disciplined sequence
- Establish a stable baseline.
- Test one major hypothesis at a time.
- Segment results by market and traffic source.
- Track retention and value after conversion.
- Localize the proposition—not only the words.