REPLUG ASO Talk 2025 – Key Insights and Data

Questions by Jovana Stanković (Head of Marketing, REPLUG):
- What are the latest trends in ASO that you’ve noticed recently?
- Have you come across any outdated strategies that marketers still rely on despite changes in the ASO market?
- Do clients have any common misconceptions or wrong perceptions about ASO?
- What tactics have been most effective in ASO for large companies vs. small to mid-sized companies?
- How does ASO impact paid user acquisition strategies?
- What three key messages would you give to ASO marketers and companies for the upcoming year?
App Store Optimization (ASO) is constantly changing, and staying ahead requires understanding current trends and identifying outdated practices that no longer yield results. In this article, I’ll share some key insights into emerging ASO strategies, common ASO services misconceptions, and approaches that have proven successful for apps of all sizes.
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1. Emerging Trends and New ASO Discoveries
One of the most effective yet underutilized ASO strategies I’ve encountered involves localization and indexation syncing. This approach highlights how keywords can influence rankings across multiple countries, even if the app isn’t fully localized for those regions.
By strategically placing US-targeted keywords (such as “weather radar”) in app titles or descriptions within smaller, less competitive markets like Croatia or the Czech Republic, I’ve seen significant improvements in keyword rankings in the US.
For example, when working with a weather radar app, the primary keyword was stuck at #24 in the US. After applying this strategy, the app’s ranking improved to the top 10 within a month—without any additional optimization.
This method works because smaller markets often don’t require full localization, making them low-risk and cost-effective for experimentation. It’s a strategy many overlook, but it presents an excellent opportunity to enhance visibility globally by leveraging markets that competitors typically ignore.
Another trend I’ve seen is the growing importance of In-App Events (IAE). While IAEs are well-known, many companies fail to give them the time they need to produce results. One common mistake is pulling IAEs after just a few days if there’s no immediate impact. In reality, IAEs can take up to a month to show noticeable improvements.
I’ve implemented IAEs for apps like Flight Tracker and Calculator, and in one case, downloads increased from 500 to 2,000 within seven days following the launch of a well-executed IAE.
The key is being patient and resisting the urge to cancel events prematurely. Consistent use of IAEs boosts keyword rankings and enhances app visibility over time.
2. Outdated ASO Services Practices and Misconceptions
One misconception that persists in ASO services is the belief that repeating keywords across the app title and subtitle leads to penalization. This isn’t accurate.
While keyword stuffing and poor phrasing can negatively impact rankings, repeating keywords in a natural and grammatically correct way does not trigger penalties.
The issue arises when marketers insert keywords that disrupt readability or create incoherent titles. However, if the keywords fit naturally, there’s no harm in reinforcing them across different parts of the app listing.
Another outdated practice is excessive creative testing. While A/B testing plays a role in refining app store listings, over-testing can waste time and resources. Not every market responds the same way to creative assets.
For example, I’ve found that arcade-style, vibrant creatives work exceptionally well in Japan, while minimalistic designs tend to perform better in Western markets.
Instead of running endless tests, investing in market research upfront can save significant time and effort. Understanding regional preferences before launching creatives often yields better results than blindly testing across all markets.
Related: Boosting Conversions Through App Store Optimization: UI/UX Strategies That Work
3. Common ASO Misconceptions Among Partners
A frequent issue I encounter is the misunderstanding of conversion rates and the expectation of immediate improvements. Many companies assume that conversion rates can increase by 40% or more within a month through ASO alone.
In reality, conversion rates are influenced by multiple factors, including:
- Impressions – The number of users who see the app listing
- Product Page Views – Users who engage further by visiting the product page
- Downloads – The resulting installs after viewing the listing
ASO primarily focuses on organic growth, which often takes at least 4 months to yield noticeable results. This contrasts with paid user acquisition (UA), which can show immediate returns.
Managing expectations and aligning teams with the long-term nature of ASO services is crucial for avoiding frustration.
When working with clients, I often emphasize the importance of patience and treating ASO as an ongoing process rather than expecting quick fixes.
Related: ASO vs SEO: Discover the Differences and Similarities
4. ASO Services for Large vs. Small Companies
The approach to ASO services varies significantly between large enterprises and small-to-mid-sized companies.
Large companies with established apps and strong brand authority have a much easier path. Even minor keyword adjustments can significantly improve rankings due to existing download volumes and app visibility.
The brand recognition alone allows larger companies to quickly rank for competitive keywords with minimal optimization effort.
For smaller companies, the challenge is far greater. Competing for high-traffic keywords often isn’t feasible, and focusing on niche, less competitive keywords becomes essential.
Smaller companies should prioritize categories where competition is lower, allowing them to build momentum gradually.
Organic ASO services alone may not be enough to reach the top rankings in hyper-competitive spaces- like invoice-maker apps. In these cases, paid UA can complement ASO efforts, driving immediate visibility while organic strategies mature.
5. ASO and Paid User Acquisition (PUA)
One misconception I frequently hear is that ASO services and paid user acquisition are closely linked. In reality, they operate independently of each other.
ASO drives long-term, organic traffic, while paid UA delivers short-term, immediate results. Some believe aggressively bidding on keywords through Apple Search Ads will automatically improve organic rankings, but that’s not how the system works.
The only area where these two channels intersect is creative optimization. Optimizing product page creatives for paid ads can also improve conversion rates organically, but beyond that, they remain separate growth levers.
Having both strategies running concurrently for larger companies often yields the best results. Smaller companies, on the other hand, may need to focus on one or the other, depending on their goals and budgets.
6. Key Takeaways for ASO Marketers in 2025
As ASO continues to evolve, three key principles stand out as critical for long-term success:
- Patience is Essential – ASO services are a long-term investment. Unlike paid UA, organic growth takes time. Avoid making hasty decisions or canceling strategies prematurely.
- Innovation Over Imitation – Following competitor strategies too closely can limit growth. Be bold, try new approaches, and look for opportunities others might overlook.
- Realistic Goal-Setting – Understand the limitations of organic ASO. Setting achievable goals and focusing on consistent progress will yield better results than chasing overnight success.
Companies can build more effective ASO strategies that drive sustainable growth and app visibility by considering these principles.
Contact REPLUG today to take your ASO game to the next level.