ASO terminology and definition
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App Store Subtitle
App Store Subtitle is a critical metadata element in ASO (App Store Optimization), appearing below the app’s main title on the App Store product page. Here’s a professional breakdown of its role and optimization strategies:
Core Functions
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Keyword Reinforcement
Subtitles are crawled by App Store algorithms and contribute to keyword rankings, serving as the second-most influential keyword weight area after the title.
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Conversion Rate Boost
Highlight core features, unique selling points, or user benefits to quickly communicate value and drive download intent.
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Brand Clarity
Complement the main title to reinforce brand positioning (e.g., title = brand name, subtitle = functional description).
Optimization Rules & Tips
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Character Limits
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iOS: Up to 30 characters (≈15 Chinese characters or 15 English words, accounting for spaces).
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Prioritize concise, high-impact messaging.
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Keyword Strategy
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Prioritize high-search, low-competition keywords to form a "keyword matrix" with the title.
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Integrate keywords naturally (e.g., "Social Chat & Friend Finder" vs. "Chat & Connect with Ease").
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User-Centric Focus
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Address explicit user needs:✅ Productivity apps: "Focus Timer & To-Do List"✅ Games: "Open-World Adventure RPG"
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Differentiation
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Emphasize unique features or scenarios not covered by competitors (e.g., "4K Video Editing Support" or "Offline Translation Tool").
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A/B Testing
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Use Apple’s Custom Product Pages or third-party ASO tools to test subtitle variations for conversion impact.
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Pitfalls to Avoid
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❌ Duplicating title content (wastes keyword weight).
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❌ Using promotional terms like "Free" or "Best" (may violate App Store guidelines).
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❌ Vague descriptions (e.g., "Improve Your Life" lacks specificity).
Conclusion
The subtitle is a high-ROI ASO lever. Balance keyword placement with user-centric messaging, and iterate based on competitor analysis, keyword research, and A/B testing to maximize traffic and conversions.
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