Kelly is a great ASO expert. Did a phenomenal job in optimizing our apps for the App Store and improving our ranking. Very easy to work with, has excellent communication skills, and goes above and beyond for his clients. Highly recommended. 5 stars!
Upwork · Verified ClientApp Store Optimization · Operating System
Ship the App Store right the first time.
Most ASO is a keyword spreadsheet. 24 Dynamics runs a 16-year operating system around what actually ships, ranks, and converts to paid.
Review mining. Competitor patterns. Apple Ads truth-finding. Keyword and ranking signals. IAP architecture. And — the part most consultants miss — the first-10-second onboarding sequence that decides whether a user ever pays you.
By the time a founder hires a typical ASO consultant, the expensive mistakes are already in the binary. Wrong first screen. Profile setup before first value. Paywall on the input instead of the output. Catch it before TestFlight and the same insight is a slide deck — not a six-figure rebuild.
- App Store History
- 16yrs
- Operating Since
- 2009
- Reviews Mined / Pack
- 8K+
- Competitor Universe
- 20apps
The 24 Dynamics ASO Operating System
This is the same system that ships inside every client intelligence pack — incorporating 16 years of App Store data, Apple Ads battle-testing, review-mining workflows, Astro keyword/ranking signals, competitor IAP architecture, and pattern recognition from shipping and scaling real apps since 2009.
Review Mining
20-app review scrape, friction themes scored by mention volume. Tells you what users actually punish — paywall trust, sync loss, broken outputs — before you write a single screen.
Competitor Patterns
Direct, adjacent, and demand-tier comparators. Whose monetization era is mature? Where is the lane fragmented? Where does positioning leave a wedge open?
Apple Ads Logic
Apple Ads is not for installs — it's for keyword truth. The first campaign finds which terms create paying users, not just cheap ones. Exact / discovery / brand structure with kill rules.
Keyword & Ranking Signals
Astro exact-result sets reused across the pack to confirm active ranking competition, paired with money-keyword scoring that separates traffic terms from purchase-intent terms.
IAP Architecture
Hybrid models tested across the category — subscription, one-time outputs, physical goods, registry. Promoted IAP names treated as conversion copy, not internal feature labels.
Launch Strategy
30 / 60 / 90 day plan tied to events: first_log_completed, memory_preview_seen, paywall_viewed, d30_retained. Keywords get promoted only if they drive downstream behavior.
money_score = install_to_paid_conversion × D30_retention × search_popularity / keyword_competitiveness
Before launch, Astro provides the proxy. After launch, Apple Ads and event data provide the truth.
The first 10 seconds is where unit economics get decided.
ASO gets the install. The opening sequence decides whether that install is worth anything. After 16 years of building and shipping apps, the pattern is unforgiving: first value before first form, or your install-to-paid number never recovers.
The expensive version of this lesson is a finished app where the first screen is a profile setup, the second screen is a permission prompt, and the paywall lands on a confused user before they've felt a single win. The cheap version is one diagnostic call before you've written the first screen.
What the first session has to do
- Show the core action immediately. No splash, no pre-account form, no value-prop carousel. The thing the user came to do is on screen and tappable.
- Let them complete one full loop with zero friction. One log, one entry, one search, one capture — whatever the core verb is.
- Confirm the win in plain language. "Saved. This becomes your first memory page." The user sees that the work just done becomes something tomorrow.
- Show a small generated preview. A taste of the paid output, free, before any account or paywall.
- Then ask for setup. Profile, account, permissions — only after the user already knows the app earns their attention.
Operator rule: First value before first form.
Paywall the output, not the exhausted user's input.
Why I can call this in advance
I have shipped apps in this category since the first iPhone SDK. That's not a credential — it's a pattern library. I have watched the same first-screen mistake quietly destroy launches across categories: trackers, journals, fitness, recovery, family, photo. The rebuild cost is always five-figures-plus. The diagnostic call is not.
If you bring me in before the binary is final, I can map the exact way your first session needs to flow, which input fields belong on day 7 not day 0, which paid feature should be the first preview, and which paywall trigger your money keyword should land on. Build it right the first time and you save the rebuild.
What an Intelligence Pack actually contains.
Every engagement produces a single, opinionated, operator-grade strategy doc plus the underlying data. No "here are 50 keywords, good luck." Every recommendation tied to evidence and to a downstream behavior.
Executive VerdictThe positioning wedge in two sentences. What to lead with, what not to lead with.
Competitor Set20-app universe across direct, memory/album, and adjacent demand tiers — with why each matters.
Review-Mined Pain SignalsFriction themes scored by mention count: paywall trust, sync, logging, memory output, sleep, family sync.
Money-Keyword ModelUp to 50 candidates scored, separated into best-acquisition, best-paid-output, and bridge keywords.
App Store Metadata DraftTitle, subtitle, keyword field — written to anchor the category and differentiate on the wedge.
Custom Product Page StrategyPer-keyword CPP map: target keywords, first-screenshot promise, deep-link target. Same promise across keyword, ad, screenshot, onboarding, paywall.
Apple Ads PlanExact / Competitor / Discovery / Brand campaign structure with budget split and promotion rules tied to events.
IAP & Paywall ArchitectureHybrid model design, promoted IAP names as conversion copy, paywall principle, pricing tests.
First-Session OnboardingStep-by-step opening sequence with operator rule: first value before first form.
Screenshot StrategyDefault page + per-CPP variants. Screenshots that sell transformation, not features.
Analytics EventsDay-one event spec that turns Apple Ads + Astro into a revenue-discovery system.
30 / 60 / 90 PlanSequenced launch — what to build, when to test, when to expand CPPs, when to add the next paid tier.
Why this isn't theory.
The operating system was built backwards from real launches — not from a course, a podcast, or someone else's playbook.
MouseWait · Disneyland
3M+ downloads, zero ad budget. Organic ranking and category dominance, not paid acquisition.
WWF · Ultimate Warrior
Licensed campaigns built around a known IP — the launch logic that gets a name brand to convert on mobile.
NFL Licensing
Working inside the constraints of a Fortune-500 licensor on the App Store.
SAM AI · Predictive Relapse
Architect of an active behavioral-health platform — onboarding designed for users in genuine crisis.
The 24 Dynamics ASO operating system is the codified version of what worked across all of those, plus a decade of consulting work — kept current with live Apple Ads data, fresh review scrapes, and the latest Apple surfaces (custom product pages, promoted IAPs, in-app events).
Get an unfair advantage
What clients say.
Real Upwork client testimonials from a decade-plus of ASO work — built on outcomes, not opinion.
Kelly was fantastic to work with! He communicated well, delivered on our milestones on time and offered additional expert advice above and beyond. Will definitely use him again as our app makes progress.
Upwork · Verified ClientExcellent upworker! Very knowledgeable about the mobile marketing space and had a lot of suggestions and strategies right from UI design, messages, ASO, content, channels to drive mobile adoption. In tune with the current app environments and how to leverage them for user adoption.
Upwork · Verified ClientKelly was exceptional in every aspect of the project. It was an extreme pleasure working with him. Always positive attitude!!
Upwork · Verified ClientExtremely professional and knowledgeable with all aspects of the work. I highly recommend Kelly to anyone looking for a friendly and great help.
Upwork · Verified ClientKelly was great to work with, awesome attitude, knowledgeable and great work product. Highly recommend. Also, a really nice guy.
Upwork · Verified ClientDefinitely hire Kelly for any ASO work! Highly recommend!
Upwork · Verified ClientVery knowledgeable consultant. I would recommend his services.
Upwork · Verified ClientGreat job, super helpful, very insightful. Thank you and looking forward to working with you again.
Upwork · Verified ClientWho this is for.
Best fit
- Prelaunch / TestFlight — get the first screen, paywall trigger, and metadata right before you spend money on installs.
- Recently launched, conversion not working — install volume is fine, paid conversion or D30 retention is broken.
- Mature app, plateau — has organic ranking, needs money keywords, custom product pages, and an Apple Ads loop that actually finds purchase intent.
- Founder building solo or with a small team — needs an operator-grade plan, not a deck.
Not a fit
- "Run my Apple Ads account for me" — this is strategy and architecture, not managed services.
- Hyper-casual install farms — the operating system is built around paid-output apps with real monetization.
- Anyone looking for a 50-keyword spreadsheet and nothing else.
Initiate Contact · Secure Channel
Request an Intelligence Pack.
Tell me the app, the category, and the stage. I'll come back with whether this is a fit, what the engagement looks like, and a sample slice of the data so you can see the resolution before you commit.
- App name and App Store URL (if it exists)
- Category and current stage (prelaunch / launched / scaling)
- What outcome you're trying to hit
- Anything you've already tried that didn't move the needle