First split the funnel
Before rewriting everything, separate visibility from conversion. Visibility means impressions and product-page views. Conversion means the percentage of visitors who tap Get, download, subscribe, or buy.
If impressions are low, metadata and keyword targeting are the first suspects. If impressions are decent but installs are weak, the issue is more likely positioning, screenshots, subtitle clarity, ratings, price, or trust.
Visibility problems look like this
A visibility problem usually means the app is not ranking for realistic terms, is targeting terms dominated by established apps, or has metadata that does not map cleanly to how users search.
- Title is mostly brand name with no category keyword.
- Subtitle repeats title words instead of adding new search coverage.
- Keyword field uses generic head terms that the app cannot win.
- No localization for markets where the app could compete.
Conversion problems look like this
A conversion problem appears when people do reach the product page but do not install. The page may be unclear, screenshots may not show outcomes, ratings may create doubt, or the description may fail to answer the buyer's real objection.
- First screenshot shows UI without a clear promise.
- Subtitle is vague or generic.
- Description opens with company-centric copy.
- Ratings or review recency create trust friction.
- Pricing model is unclear before download.
The order to fix things
Start with metadata if nobody sees the app. Start with screenshots and positioning if people see it but do not act. For many indie apps, the fastest win is not more keywords; it is making the first five seconds of the product page easier to understand.