Very interesting interview with the Content Strategist of AppTweak, an ASO platform. Here are the main points from this interview:

  1. App retention is one of the main concerns of app marketers - On average, a smartphone has 41 apps installed with about 80% of these apps are only used once.

  2. App Store Optimization seeks to pull users towards the app naturally, so it brings more quality users. Which is why developers should focus on ASO much more than they do.

  3. ASO is cheaper than app marketing, and the turn out can be much better (because of the high quality users).

Many more interesting insights (and infromation about AppTweak itself) in the full interview here:
http://blog.mobpartner.com/2014/12/17/interview-with-laurie-galazzo-at-apptweak-what-aso-means-for-app-developers/