ASO Checklist: 15 Things Before You Hit Submit [Free PDF]

You're about to hit "Submit for Review" on your app. Hold on.

That button is not undo-able in the ways that matter. Your first 48 hours determine your algorithmic fate. Your initial keyword choices lock you out of pivots for weeks. Your screenshots become your permanent first impression to 90% of potential users.

I've seen developers lose 6 months of momentum because they skipped basic ASO prep. Don't be one of them.

This is the definitive pre-submission ASO checklist—15 things that must be perfect before you launch.

Why Pre-Launch ASO Matters More Than Ever

The app stores have gotten brutal:

• Apple App Store: 1.1M+ apps submitted in 2025
• Google Play: 1.8M+ apps submitted in 2025
• Average time to rank: 4-6 months (up from 2-3 in 2023)
• Apps that fail to gain traction in week 1: 73% never recover

You get ONE first impression. Make it count.

The 15-Item Pre-Launch ASO Checklist

☑️ 1. Keyword Research Is COMPLETE (Not "Good Enough")

Most developers spend 30 minutes on keywords. Winners spend 30 hours.

What complete looks like:

✅ Analyzed top 20 competitors for keyword usage ✅ Identified 100+ relevant keywords with search volume data ✅ Mapped keywords to difficulty/opportunity matrix ✅ Prioritized keywords by:

• Search volume (at least 5,000/month)
• Competition level (avoid impossible battles)
• Relevance to your actual app (don't be misleading)
• Conversion intent ("best free" vs "how to")

iOS-specific:

• Have you used all 100 characters in the keywords field?
• Are you avoiding repeating words from title/subtitle?
• Did you separate with commas (no spaces)?
• Have you checked for common misspellings that have search volume?

Android-specific:

• Does your description include primary keywords 4-6 times naturally?
• Have you incorporated semantic variations?
• Are keywords front-loaded in the first 250 characters?

🚨 Common mistake: Targeting "app" or overly broad terms ("games," "social"). Focus on specific, winnable keywords.

Tools to use:

• Sensor Tower
• App Annie / data.ai
• Mobile Action
• AppTweak
• Apple Search Ads (best source for iOS data)

Time investment: 8-12 hours minimum

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☑️ 2. App Name/Title is Optimized for Discovery AND Branding

Your app name is your most powerful SEO field. But it's also your brand.

The formula that works:

[Brand Name] - [Primary Keyword/Benefit]

Examples:

✅ Good: "Calm - Sleep & Meditation"

• Brand: Calm (memorable, distinctive)
• Keyword: Sleep, Meditation (high volume)
• Clear value proposition

❌ Bad: "MeditationPro Sleep Relax Mindfulness Yoga"

• Keyword stuffing (actually penalized now)
• No memorable brand
• Looks desperate

Character limits:

• iOS: 30 characters
• Google Play: 30 characters (50 for some regions)

Pre-launch checks:

✅ Includes your primary keyword naturally ✅ Sounds like a real brand (not SEO spam) ✅ Is readable on small screens ✅ Doesn't infringe on trademarks ✅ Tested with 5+ people who immediately "get it" ✅ Available as matching domain/social handles (optional but smart)

🚨 Red flag: If you're embarrassed to tell someone your app name because it sounds like keyword soup, fix it.

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☑️ 3. Subtitle (iOS) / Short Description (Android) Hooks Immediately

This is your second-most powerful SEO field and your primary conversion tool.

iOS Subtitle (30 characters):

Your goal: Include secondary keyword + clear benefit

Examples:

✅ "Focus Timer & Productivity" (app: Focus Keeper) ✅ "Budget Tracker & Planner" (app: YNAB) ✅ "Photo Editor & Filters" (app: VSCO)

❌ "The best app for you!" ❌ "Download now and enjoy"

Android Short Description (80 characters):

Your goal: Hook + keyword + curiosity

Examples:

✅ "Reclaim 2hrs/day with AI-powered task management. Smart to-do lists that adapt to you." ✅ "Edit photos like a pro in seconds. 500+ filters, AI enhancement, no subscription."

Pre-launch checks:

✅ Keyword naturally included ✅ Clear benefit stated ✅ Creates curiosity or urgency ✅ No wasted words ("the," "an," "very") ✅ Tested on actual device (looks good on small screens?)

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☑️ 4. Full Description Converts (Not Just Informs)

Your description is a sales page, not a feature list.

Pre-launch audit:

✅ Hook (first 3 lines): Does it grab attention? ✅ Social proof: Included within first 6 lines? ✅ Benefits: Are they outcome-focused, not feature-focused? ✅ Formatting: Line breaks, bullets, visual hierarchy? ✅ Call-to-action: Crystal clear what happens after install? ✅ Length: 800-1200 chars (iOS), 1500-2500 chars (Android)

✅ For Google Play specifically:

• Primary keyword appears 4-6 times naturally
• Semantic variations included
• First 250 characters are SEO-packed but readable

✅ The skim test passed: Someone skimming gets the value in 5 seconds

🚨 Warning signs:

• Starts with "This app is..."
• Lists only features, no benefits
• No line breaks (wall of text)
• Generic claims ("best," "revolutionary") without proof
• Unclear pricing/monetization

Read these guides:

• How to Write App Store Descriptions That Convert
• Complete Keyword Guide

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☑️ 5. Icon Tests Well (The Most Underrated ASO Element)

Your icon determines whether users even READ your description.

Data point: Icon redesigns have improved conversion by up to 500% (yes, really).

Pre-launch icon audit:

✅ Distinctive: Stands out next to competitor icons ✅ Simple: Recognizable at 29x29 pixels ✅ No text: (illegible at small sizes) ✅ Bold colors: Visible in both light/dark mode ✅ On-brand: Reflects your app's purpose/personality ✅ Tested: Shown to 20+ target users, compared to competitors

Testing method:

1. Screenshot your category's top 20 apps
2. Insert your icon among them
3. Show to target users for 3 seconds
4. Ask: Which caught your eye? Which would you try?

If your icon doesn't stand out, redesign before launch.

🎨 Design tips:

• Use 2-3 colors max
• Avoid gradients (dated, hard to distinguish)
• Consider cultural meanings (colors vary by region)
• Test in grayscale (ensures contrast is right)

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☑️ 6. Screenshots Tell a Story (Not Just Show Screens)

Your screenshots are your silent salesperson. 85% of users look at them before deciding.

The screenshot story structure:

Screenshot 1: The hook/primary benefit Screenshot 2: How it works (reduce cognitive load) Screenshot 3: Key feature #1 Screenshot 4: Key feature #2 Screenshot 5: Social proof or advanced feature

Pre-launch checks:

✅ Captions included: Benefit-focused, large enough to read ✅ Device mockups: Show the app in context (hand holding phone, realistic backgrounds) ✅ Hierarchy: Most important info is top 1/3 (visible in search results) ✅ Contrast: Screenshots pop on both light/dark backgrounds ✅ Consistency: Color scheme, font, style is cohesive ✅ Localized: At least for your top 3 markets

Platform requirements met:

iOS:

• 6.7" display (iPhone 15 Pro Max) required
• Up to 10 screenshots per device size
• Additional iPad screenshots if universal app

Google Play:

• Minimum 2, up to 8 screenshots
• 16:9 aspect ratio recommended
• Feature graphic (1024x500) created

🚨 Mistakes to avoid:

• Empty states (showing UI with no content)
• Text too small to read
• Feature screenshots without context
• Inconsistent aspect ratios (looks amateurish)

Tools:

• Figma / Sketch (design)
• Placeit / Previewed (mockups)
• AppLaunchpad (templates)

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☑️ 7. Preview Video Shows Value in 15 Seconds

Users watch an average of 8-12 seconds. Make them count.

The winning video formula:

0-3 seconds: Hook (problem or transformation) 3-10 seconds: Solution (how the app helps) 10-15 seconds: Proof (show it working)

Pre-launch video checklist:

✅ Hook in first 3 seconds: Grabs attention immediately ✅ Actual app footage: Not animation or stock video ✅ Captions included: 80% watch without sound ✅ Under 30 seconds: Attention span is finite ✅ High quality: Smooth frame rate, clear recording ✅ Shows real value: Not just UI tour

Platform specs:

iOS App Preview:

• 15-30 seconds optimal
• Poster frame (the freeze-frame before play) is compelling
• Separate videos for different device sizes

Android Promo Video:

• YouTube video link
• 30 seconds to 2 minutes (but shorter = better)

💡 Pro tip: Your poster frame (the still image) is seen by 100% of users. The video? Only those who tap play. Design the poster frame as a standalone asset.

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☑️ 8. Category Selection is Strategic (Not Obvious)

Don't just pick the "correct" category. Pick the strategic one.

The strategic approach:

1. Research competition level in each relevant category
2. Check top charts - Can you realistically break into top 200?
3. Consider secondary category (iOS) for additional discovery

Example:

Say you built a meditation app with sleep sounds:

• Obvious: Health & Fitness → Insanely competitive
• Strategic: Lifestyle → Less competition, still relevant
• Secondary: Health & Fitness → Get presence in both

Pre-launch category audit:

✅ Primary category: Where you can realistically rank ✅ Secondary category (iOS): Expands discovery without hurting main category ✅ Researched top 100: Understand what it takes to rank ✅ Checked downloads of #200 app: Is that achievable in your first month?

🚨 Warning: Choosing an irrelevant category to avoid competition will get you poor conversion and potential rejection.

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☑️ 9. Localization Covers Your Top Markets

Even basic localization can boost downloads by 30-50% in non-English markets.

Minimum viable localization:

✅ App name: Translated (or kept English if that's more recognizable) ✅ Description: Professionally translated, not Google Translate ✅ Screenshots: At minimum, captions translated ✅ Keywords: Researched in target language

Priority markets by revenue:

1. 🇺🇸 United States (English)
2. 🇨🇳 China (Simplified Chinese)
3. 🇯🇵 Japan (Japanese)
4. 🇰🇷 South Korea (Korean)
5. 🇬🇧 UK (English)
6. 🇩🇪 Germany (German)
7. 🇫🇷 France (French)
8. 🇧🇷 Brazil (Portuguese)

Budget approach:

If you can only afford 3 languages, do: English, Spanish, and one of (Chinese, Japanese, or German) based on your app category.

Pre-launch localization checks:

✅ Hired native speakers (not just translators) ✅ Tested translations with target users ✅ Adapted imagery for cultural relevance ✅ Researched local competitors for keyword insights ✅ Understood local payment preferences (affects monetization strategy)

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☑️ 10. Pricing & Monetization is Crystal Clear

Confusion kills conversion. Be transparent.

Pre-launch pricing audit:

✅ In description: Is pricing mentioned clearly? ✅ Free tier: If you have one, is it prominent? ✅ Trial period: Clearly stated (duration, what happens after) ✅ Refund policy: Mentioned (builds trust) ✅ Comparison: Free vs. Premium features are clear

Monetization model options:

| Model | Best For | Conversion Tip | |-------|----------|----------------| | Free + IAP | SaaS, productivity | Clarify what's free forever | | Free + Ads | Games, content apps | Mention "ad-free with Premium" | | Paid upfront | Premium tools, no free alternative | Offer refund period prominently | | Subscription | Ongoing value/content | Show monthly AND annual (savings) |

🚨 Major mistake: Hiding that your app is subscription-based until after download. This destroys ratings.

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☑️ 11. In-App Purchase Metadata is Optimized

Your IAP names and descriptions appear in search and on your product page.

Pre-launch IAP checks:

✅ IAP names include keywords: "Premium Monthly Subscription" not just "Premium" ✅ Descriptions are benefit-focused: What does the user get? ✅ Pricing is logical: Annual offers clear savings (e.g., 40% off monthly rate) ✅ Screenshots show premium features: If relevant

Example:

❌ Bad IAP name: "Pro Version" ✅ Good IAP name: "TaskFlow Premium - Unlimited Projects"

Why? The good name:

• Includes brand (searchable)
• Includes keyword (Premium)
• States primary benefit (Unlimited Projects)

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☑️ 12. Privacy Policy & App Permissions Are Bulletproof

Privacy is now front-and-center in app stores. Mishandle this, get rejected or worse—bad press.

Pre-launch privacy checklist:

✅ Privacy policy exists: Publicly accessible URL ✅ Data collection declared: Accurately in App Store Connect / Play Console ✅ Permissions justified: Each permission has a clear user-facing reason ✅ GDPR/CCPA compliant: If serving EU/California users ✅ Child safety: COPPA compliant if app targets kids

iOS Privacy Labels:

Apple's nutrition labels are prominent. Users see:

• Data used to track you
• Data linked to you
• Data not linked to you

If you say "No data collected" but your app requires sign-up... that's an immediate rejection.

Android Data Safety:

Similar concept. Must accurately reflect:

• What data is collected
• Why it's collected
• Whether it's shared with third parties

🚨 Critical: Misrepresenting data collection isn't just a rejection—it's potential legal liability.

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☑️ 13. App Size is Optimized (Downloads Over Cellular Matter)

The thresholds that hurt you:

• 200 MB+: Cellular download warning on older iOS versions
• 500 MB+: Significant drop in "install" taps
• 1 GB+: Most users will wait until Wi-Fi

Pre-launch optimization:

✅ Asset compression: Images, audio, video optimized ✅ App thinning enabled: iOS delivers only assets needed for user's device ✅ On-demand resources: Download content as needed, not upfront ✅ Unused code removed: Cleaned up frameworks and dependencies

Check your download size:

• iOS: App Store Connect shows "App size" (varies by device)
• Android: Google Play Console shows size per device configuration

Target sizes:

• Ideal: Under 50 MB
• Acceptable: 50-150 MB
• Problematic: 150-500 MB
• Critical issue: 500 MB+

🎯 Quick wins:

• Compress images with TinyPNG or similar
• Remove unused assets (check with unused resource tools)
• Use vector graphics where possible
• Enable bitcode (iOS) and Android App Bundle

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☑️ 14. Ratings Prompt Strategy is Implemented

You can't launch with ratings, but you WILL get them quickly. Be strategic.

Pre-launch implementation:

✅ Timing is right: Prompt after positive experience, not at launch ✅ Frequency is limited: No more than 3x per year per Apple guidelines ✅ Context is ideal: After user completes a valuable action

When to prompt:

✅ Good times:

• User completes first task/goal
• User returns for 3rd+ session
• User shares/exports something
• User unlocks achievement

❌ Bad times:

• Immediately at launch
• After error or crash
• During onboarding
• When user is mid-task

The code (iOS):

import StoreKit

func requestReview() {
    if let scene = UIApplication.shared.connectedScenes.first as? UIWindowScene {
        SKStoreReviewController.requestReview(in: scene)
    }
}

Android equivalent:

val manager = ReviewManagerFactory.create(context)
val request = manager.requestReviewFlow()
request.addOnCompleteListener { task ->
    if (task.isSuccessful) {
        val reviewInfo = task.result
        manager.launchReviewFlow(activity, reviewInfo)
    }
}

🎯 Pro tip: Track positive in-app actions (e.g., "loved it" button) and prompt those users specifically.

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☑️ 15. Launch Day Plan is Ready

ASO doesn't end at submission. Your first 48 hours are critical.

Pre-launch day-one checklist:

✅ Press kit ready: If reaching out to press/influencers ✅ Social posts scheduled: Announcement across channels ✅ Email list ready: Notify beta users/waitlist ✅ Product Hunt submission ready: If launching there ✅ Community posts planned: Reddit, forums, Slack groups (see our Reddit plan template) ✅ Support channels ready: Email/chat to handle user questions ✅ Analytics configured: Track install sources, engagement, crashes

The first 48-hour goal:

Get enough downloads to trigger the algorithm:

• iOS: ~50-100 downloads in first day signals traction
• Android: ~200-500 downloads triggers initial ranking

Velocity matters: 50 downloads in first hour > 50 downloads over first week.

Launch tactics that work:

1. Email your list: Personal note, not marketing blast
2. Post in relevant communities: Share your journey, not just a link
3. Reach out to beta users: Ask for reviews (honest ones)
4. Product Hunt: Can drive hundreds to thousands of installs
5. Share on social: Personal story, behind-the-scenes

🚨 What NOT to do:

• Buy installs or downloads
• Incentivize ratings
• Spam communities with "check out my app"
• Use click farms (you'll get banned)

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The Final Pre-Submission Checklist

Print this. Check every box before hitting submit.

App Store Metadata

• [ ] App name optimized (brand + keyword, under 30 chars)
• [ ] Subtitle/short description hooks + keywords
• [ ] Full description converts (not just informs)
• [ ] Keywords field maxed out (iOS, 100 chars, no spaces)
• [ ] Description includes keywords naturally (Android)

Visual Assets

• [ ] Icon tested against competitors
• [ ] 5-10 screenshots tell a story with captions
• [ ] Preview video shows value in first 15 seconds
• [ ] All assets meet platform specs

Strategic Decisions

• [ ] Category chosen strategically (not just logically)
• [ ] Pricing clearly stated in description
• [ ] Localization for top 3 markets (minimum)
• [ ] IAP names include keywords + benefits

Technical & Legal

• [ ] App size under 150 MB (ideally under 50 MB)
• [ ] Privacy policy published and accurate
• [ ] Data collection accurately declared
• [ ] Ratings prompt implemented smartly

Launch Prep

• [ ] Day-one plan ready (email, social, communities)
• [ ] Support channels configured
• [ ] Analytics tracking configured
• [ ] Press kit ready (if relevant)

Final Gut Checks

• [ ] The competitor test: Does your listing stand out or blend in?
• [ ] The mom test: Can a non-technical person understand your app's value in 10 seconds?
• [ ] The pride test: Are you proud to share this listing with other developers?

If you checked every box, you're ready. Hit submit.

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After Submission: The Waiting Game

While your app is in review:

Week 1: Monitor

• Watch for approval/rejection
• Prepare responses to potential rejections
• Finalize launch day tactics

Week 2: Launch

• Execute day-one plan
• Respond to every review (positive and negative)
• Monitor crash reports religiously

Week 3-4: Iterate

• Track keyword rankings
• Analyze which screenshots get most engagement
• Prepare first update based on user feedback

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Conclusion: Perfect Your Foundation

Most app marketing advice focuses on paid ads, influencer deals, and viral growth tactics.

But all of that is built on your foundation: your app store listing.

A poor listing with a $10K ad budget = wasted money. A great listing with zero budget = organic growth.

These 15 items aren't optional. They're the difference between:

• 2% conversion rate (industry average)
• 15-30% conversion rate (optimized listings)

That's a 7-15x improvement. Same app. Better presentation.

Don't rush to launch. Rush to launch well.

Ready to nail your app store optimization? Try AppStoreCopy free and generate your entire ASO foundation in minutes—keyword-optimized descriptions, subtitle suggestions, and more. No credit card required.