# Expedia ASO audit worksheet

Use alongside https://www.asoagency.com/briefs/expedia. 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. Annotate every monetary label in one verified package example.
2. Write the inclusion and support handoff for each trip component.
3. Brief a total-first screenshot without inventing a saving or changing the offer.

## 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: Expedia: Hotels, Flights, Cars
Subtitle: Plan trips. Compare packages.

Reasoning: Keep the current category-rich title and connect planning with the visible package comparison. The alternative avoids implying that every itinerary delivers a saving.

Tradeoff: It removes the explicit travel-deals phrase and does not mention rewards. Package-focused wording may be less relevant to people who only want a hotel or car.

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

## Plan one test

Example question: Does a clearer package-total hierarchy in frame two improve comprehension and qualified download conversion?

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

- Complete current pricing basis, taxes, fees and inclusion facts for the proposed example.
- Current reward and post-booking support terms.
- Conversion baseline and fresh package-price comprehension research.