# Airbnb ASO audit worksheet

Use alongside https://www.asoagency.com/briefs/airbnb. Published copy proposals are hypotheses, not tested outcomes.

## Define your scope

- App and listing URL:
- Store, territory, language and device:
- Observation date and reviewer:
- Visitor intent and source:

## Your ASO assignment

1. Separate guest, host and activity-booking intentions before choosing a travel-app opening.
2. Check the scope of every price and cancellation example in the creative.
3. Write a screenshot-order test that keeps complete frames and all other variables fixed.

## Keep evidence separate from judgment

For each of your first three screenshots record: source URL, capture date, visible content, interpretation and proposed action. Identify the material that must remain unchanged.

## Review the proposed copy

Name: Airbnb
Subtitle: Book homes and experiences

Reasoning: Keep the established name and make the two categories demonstrated most clearly in the captured sequence into explicit actions. This alternative prioritises immediate comprehension over naming every category.

Tradeoff: Services disappear from the subtitle, which may undermine a deliberate growth priority or hide relevant demand. Compare that cost against stay and experience intent before adopting the narrower wording.

Your alternative name:
Your alternative subtitle:
Character counts:
Important inclusions and exclusions:
Feature and entitlement checks:

## Plan one test

Example question: Does placing the existing home-results frame first improve conversion compared with the current broad trip introduction?

Your audience:
Control:
Treatment:
Randomization or other comparison method:
Primary metric and definition:
Real baseline and available traffic:
Minimum practical effect and sample requirement:
Guardrails:
Decision rule and review date:
Confounding changes:
What would make the result inconclusive:

## Handover

Include the original listing snapshot, source links, dated review sample and selection method, competitor observations, copy decisions, approved creative, test brief and remaining evidence gaps.

## Evidence still needed in this audit

- Current category-intent and guest-versus-host acquisition mix.
- Verified booking examples, price presentation and applicable conditions.
- Conversion baseline and newcomer understanding of the three navigation categories.