If you’re part of a team behind a million-dollar app, you may have heard this before:
“We don’t even do ASO.”
It sounds wild—but it’s true. Many top-grossing apps still overlook App Store Optimization because their user acquisition (UA) funnels are working just fine.
But here’s the truth:
👉 Even the biggest apps are leaving downloads and revenue on the table by skipping ASO.
In this final part of our ASO series, we’re diving into:
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Why enterprise-scale apps still need ASO
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How to sell ASO internally to skeptical execs
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Overlooked tactics like featured placements and in-app optimization
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Real-world numbers that prove 5% gains = thousands of dollars saved
Let’s go.
🧠 “We Already Have a Working UA Strategy” — So Why Bother?
It’s true—when you’re a major player, your paid acquisition machine is humming. But here’s what often gets missed:
Why ASO Still Matters for Big Apps:
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Paid UA has unlimited budget caps, but ASO has a fixed ceiling: the number of users in the app store.
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Most major apps rank high organically—but often without intentional metadata.
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Even a 5% improvement in conversion can lead to millions in additional installs annually.
“Just a 5% conversion boost on 1M daily impressions = 1 million extra installs a year.” – David Margrion
📈 How to Sell ASO to Your Boss (With Real Numbers)
Two ways to convince leadership:
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Use data to prove ROI:
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Do a basic ASO audit and show how competitors are optimizing.
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Calculate potential gains from small improvements.
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Example: 3,000 more installs/month at $2 CPI = $6,000 in savings.
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Just start optimizing:
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If you’re authorized, run small tests.
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Once results show, leadership will ask how they can do more.
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🧠 Pro Tip: Speak their language—cost-per-install, conversion rate, and lifetime value will win you more support than vague ASO benefits.
🧩 The Most Overlooked ASO Opportunities for Big Apps
Once your title, subtitle, and graphics are solid, what’s next? Here’s what most million-dollar apps still ignore:
🌟 1. Getting Featured (Still a Big Deal!)
Being featured by the App Store or Google Play can give you a massive spike in visibility. But here’s what most apps miss:
How to Maximize Featured Placement:
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Submit your app for featuring after a big update.
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Localize both your store listing and in-app UI.
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Use new tech like LiveOps (Google Play) or Dark Mode (Apple).
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Ensure app stability—a featured app that crashes will get buried in 1-star reviews.
📉 Warning: Featuring can hurt your conversion rate if your app isn’t ready for broad exposure—especially on Google Play, where low conversion directly impacts your rankings.
🧾 2. In-App Purchase (IAP) Optimization
This is one of the most underutilized ASO strategies in the Apple ecosystem.
Benefits of IAP Optimization:
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You can create up to 20 IAPs per app.
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These IAPs show in search results, product pages, and keyword rankings.
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If your app ranks #1 for a keyword, your IAP can rank #2—dominating visibility.
“Imagine owning the top two results for a competitive keyword. That’s the power of IAP optimization.” – David
🎯 Action Tip: Include relevant keywords, high-converting graphics, and clear CTAs in your IAP listings.
💬 Bonus: Apple Story Features and ASO Impact
If your app gets a story feature by Apple, guess what?
Those story features are indexed in search results—and they follow your keyword updates.
So:
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Update your metadata
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Watch your story feature start ranking for new terms
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Get bonus visibility without spending a dime
📊 Tools and Resources to Scale ASO for Big Apps
Why We Love CheckASO.io:
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View competitor in-app keywords and ranking data.
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Discover which IAPs are being indexed and which keywords they dominate.
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Great for enterprise-level apps that need deep ASO intelligence.
🎥 Also check out their YouTube Channel, available in English and Russian.
✅ TL;DR: ASO for Million-Dollar Apps
Even if your UA engine is crushing it, ASO gives you:
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✅ More free installs (lower overall CPIs)
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✅ Improved conversion rates across store traffic
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✅ Opportunities to dominate search results
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✅ A defensible edge against competitors
🔑 Final Takeaways for ASO-Driven Growth
Whether you’re justifying ASO to executives or quietly optimizing in the background, here’s what works:
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💡 Small gains add up—a 5% boost = millions in installs or savings.
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🛠️ Optimize more than just keywords—focus on graphics, in-apps, and conversion flows.
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🎯 Use featured placements and IAPs to stretch your app’s visibility.
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🚫 Don’t assume success = perfection. Big apps can still be out-optimized.
Ready to Level Up Your ASO?
Go to CheckASO.io – the tool I trust for everything from beginner basics to million-dollar insights.
Want more help with ASO audits, training, or strategy? Hit me up at AppMasters.com or connect with David on LinkedIn for collaborations.
Learn more about CheckASO.io
