A report by Venture Beat has found that app store optimisation is about much more than simply optimising for keywords. Whilst it is very important to ensure that your app is optimised for relevant keywords, the report also recommends that app developers use imagery to full effect. Having attractive images tends to increase app installs by at least 20%. Having screenshots showing the app in action seems to be an especially effective approach. As well as ensuring that your images, titles and descriptions are optimised, the proper use of videos and icons has also been found to boost app install rates.