ASO Audit

SCRL ASO Audit Report

Buse Kanal

4 February 2025

SCRL iOS App

SCRL: Photo Collage Maker is a popular creative tool that allows users to design visually engaging photo collages and carousels for social media. With a strong presence in the App Store, optimizing its App Store Optimization (ASO) strategy can further enhance its visibility, conversion rate, and organic growth.

In this audit, we analyze SCRL’s current ASO performance and explore opportunities for improvement.

Keyword Research

We conducted a keyword analysis for SCRL: Photo Collage Maker in the United States. The details of our findings are shared at the end of this report.

Looking at the research results, we can see that SCRL ranks for some key search terms. However, there are still untapped opportunities to improve visibility and attract more organic users.

In this situation, ASO intelligence tools come in handy. These tools help identify high-traffic keywords with lower competition. At ShyftUp, we use Mobile Action to conduct reliable keyword research.

A key metric in our research is Volume, which ranges from 5 to 100. The score represents the relative number of users searching for a specific keyword compared to others in the App Store and Google Play.

For reference, one of the highest-ranking keywords is “Instagram”, with a volume of 96. On the other hand, most low-traffic keywords will have a volume of 5, meaning very few users search for them.

Here’s how SCRL currently ranks for important keywords:

“Photo collage” – Volume: 54 – Rank: #5
“Carousel Collage” – Volume: 29 – Rank: #1
“Instagram editor” – Volume: 33 – Rank: #4
“Grids” – Volume: 28 – Rank: #7
“Picture collage free” – Volume: 46 – Rank: #9
“Instagram layout” – Volume: 43 – Rank: #5
“Carousel” – Volume: 26 – Rank: #2

We also analyzed competitor keywords and found these results:

“Canva” – Volume: 73 – SCRL does not rank
“Unfold” – Volume: 38 – – Rank: #2
“Picsart” – Volume: 70 – SCRL does not rank
“Mojo” – Volume: 46 – SCRL does not rank

The data shows there is significant room for improvement. To increase keyword rankings, SCRL should refine its metadata to target more relevant and high-volume search terms. By strategically incorporating missing but valuable keywords into the title, subtitle, and keyword list, the app can boost its search visibility and organic downloads.

Title

The title of SCRL in the App Store is:

SCRL: Photo Collage Maker

Apple allows up to 30 characters for the title, and SCRL is only using 25 characters.

Examining the keyword volume of the terms in the title:

“Photo” – Volume: 55
“Collage” – Volume: 56
“Maker” – Volume: 33

These keywords are highly relevant and frequently searched by users looking for collage and design tools. Including them in the title helps maximize discoverability in search results.

To ensure continued optimization, it’s essential to monitor keyword performance. While the current title is well-structured, possible variations for future testing could include:

SCRL: Photo, Pic Collage Maker

Testing alternative title structures can reveal if certain keyword combinations lead to higher rankings and increased visibility. By adding the keyword “Pic” to the title, we can fully utilize the character limit and potentially rank for “Pic”-related keywords such as “Pic Collage” (Volume: 58) and “Split Pic” (Volume: 38).

Subtitle

The subtitle of SCRL in the App Store is:

Carousel Post for Instagram

Like the title, Apple allows up to 30 characters for the subtitle, and SCRL is only using 27 characters.

Analyzing the keyword volume in the subtitle:

“Instagram” – Volume: 96
“Carousel” – Volume: 26
“Post” – Volume: 35

The current subtitle effectively targets high-traffic keywords related to Instagram content creation, helping users find the app when searching for carousel and story-making tools.

Consider testing alternative subtitle variations to target additional high-traffic search terms:
- Instagram Carousel Post, Grid
- By adding the keyword “Grid” to the subtitle, we can fully utilize the character limit and potentially rank for “Grid”-related keywords such as “Grids” (Volume: 28) and “Photo grid” (Volume: 47).
Ensure that the subtitle complements the title without repeating the same keywords.
Regularly review keyword performance and adapt the subtitle to match shifting user search behavior.

By strategically optimizing the title and subtitle, SCRL can strengthen its ASO strategy, improve search rankings, and attract a larger audience.

Screenshots

Screenshots play a crucial role in an app’s conversion rate. Compelling and well-optimized screenshots can significantly improve downloads, while poorly designed ones may cause users to lose interest.

Looking at SCRL’s current screenshots, we see a clean and visually appealing presentation of its features. However, there are several areas where optimizations can improve user engagement and conversions.

Areas for Improvement

Value-Oriented Messaging: Current screenshots highlight features but could better emphasize the app’s unique benefits. Using direct, action-driven messaging like “Create Seamless Carousels for Instagram” or “Design Stunning Collages in Seconds” can make a stronger impact.
Social Proof: Social proof is already used however, incorporating elements such as “10M+ Creators” or “Featured by Instagram Creators” can build trust and encourage new users to download the app.
Cover Page: The first screens are the most important, as they receive the most attention. The cover page, in particular, is critical since it’s the first thing users see. We can test different layouts, UIs, headlines, and social proof elements to see what resonates best.
Feature Highlights: While the app effectively showcases its design tools, some screenshots could benefit from clearer explanations of how SCRL differentiates itself from competitors. For example, emphasizing unique tools like “Swipeable Panoramas” or “Custom Grid Layouts” could enhance user interest.
Device Use & Orientation: We can test different device types and orientations or even go without devices to see which approach appeals most to users.

To determine which changes drive the best results, A/B testing and Apple’s Product Page Optimization (PPO) should be used. By continuously testing new screenshot variations, SCRL can refine its visual presentation and maximize conversions.

In-App Events

In-app events are timely events within apps. People can discover in-app events on the App Store on iOS and iPadOS, giving us an entirely new way to showcase new features, events, and expand our reach. Whether we’d like to reach new users, keep our current users informed, or reconnect with previous users.

SCRL has published 13 In-app Events (IAE) in 2024. We highly recommend that the SCRL team continue to take advantage of this opportunity. In-app events are a great way to boost user engagement and attract specific audiences. To achieve better results, the number of IAEs should be increased with the right strategies.

Here are a few key factors to keep in mind:

Apple determines app rankings based on the title, subtitle, and keyword list in the App Store.

Title: The title is the most important ranking factor and can be up to 30 characters long. Including the most relevant keyword here can significantly boost your ranking for that term.
Subtitle: The subtitle is the second most influential factor for indexing. To maximize visibility, it’s best to include additional high-ranking keywords and make full use of the 30-character limit.
Keyword List: The keyword list is the third most critical ranking factor, allowing up to 100 characters. It’s essential to include all relevant keywords, including brand names and competitor terms, to expand visibility. While this list is not visible to users, it plays a crucial role in improving search performance.

By optimizing these elements strategically, you can enhance your app’s discoverability and improve overall rankings.