Updated ASO teardown, US App Store
Balance: Meditation & Sleep App Store optimization
A Health & Fitness app's App Store page, taken apart: the screenshots and why each one helps people decide to download, the icon and design system, and an ASO score out of 100.
- Est. monthly downloads
- 10K+0% vs previous month
- Est. monthly revenue
- $202K+0.2% vs previous month
- Est. revenue ÷ downloads
- $20.20
- Rating
- 4.9★120.8K ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
10 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
Join 10+ million people
- anxietynot in name
- sleepin name
- What it shows
- Four benefit rows (Reduce anxiety, Increase focus, Sleep better, Feel happier) under the Balance logo, a “Join 10+ million people” line, and a line drawing of a person sitting with a phone.
- Why it converts
- Says what the app is for in plain words before any interface appears, and the four rows name common reasons people want a meditation app. The user count is the app's own claim, placed in the first frame.
#2In search results
Improve your mental health
- mental healthnot in name
- What it shows
- An “App of the Day” laurel, the headline, and a phone showing a quiz question: “What’s the biggest source of your stress?” with Money, Work or school, Health and Relationships.
- Why it converts
- The laurel is a recognition badge near the top. The quiz shows the app starts by asking about you, which hints at a personal plan. The headline is a broad goal, not a feature.
#3In search results
95% of members report less stress.
- stressnot in name
- What it shows
- A Today’s Picks screen with a Relaxation card (Day 1 of 10) and a Start button, plus the printed line “95% of members report less stress.”
- Why it converts
- Shows a real home screen with a clear first action. The percentage is the app's own claim and the image gives no source, so a visitor can't check it here.
#4
Balance your life
- What it shows
- A grid of six illustrated category cards: Happiness, Sleep, Foundations, Relaxation, Focus and Advanced.
- Why it converts
- Shows the range of content at a glance. The headline repeats the app name but names no single benefit, so this frame is more a catalog than a reason to install.
#5
Sleep well and wake up refreshed
- sleepin name
- What it shows
- A dark Sleep tab with cards such as Sleep, Reflection, Nap, Back to Sleep, Immersive Forest and End the Day, under a night-sky background.
- Why it converts
- A dark theme fits the sleep topic and gives the set a change of pace. The caption states a result, not a feature list, and names a feature people look for.
#6
Master new skills
- What it shows
- A Profile screen with a Skills tab listing Breath Focus, Body Scan, Labeling, Loving-Kindness, Visualization and Awareness, each at Level 1 with a progress bar.
- Why it converts
- Shows there is something to learn and track after the first session. The skill names are specific.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a stylized B, with no extra text or fine detail, so it stays simple at small sizes.
- The blue and teal colors match the teal backgrounds and accents used in the screenshots.
- The wave between the two halves suggests calm, but the shape alone does not say meditation or sleep.
- 01
Benefits before interface
The first image lists what the app does for you in four short rows. The phone UI comes after.
- 02
Recognition and numbers up front
A user count, an “App of the Day” badge and a member percentage appear in the first three images. These are the app's own printed claims.
- 03
Matching illustration style
Flat line drawings in teal, navy and cream appear in the first image and inside the app screens, so ads and product feel like one brand.
- 04
Alternating backgrounds
Light gray, teal and black backgrounds alternate while the caption type and phone frame stay similar. Dark is used for the sleep image.
- 05
Two-weight captions
Most captions mix light and bold type in one line, so the eye lands on a few words.
ASO score breakdown
96 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 27 of 30 characters9/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots32 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for6.7/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings25 / 25
- 4.9 average (full marks at 4.8)15/15
- 120,770 ratings (full marks at 100,000)10/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Check caption terms against your subtitle and keywords
3 caption terms aren't in the app name: anxiety, mental health, stress. Captions don't count for search; the subtitle and the 100-character keyword field do.
Apply it to your app
A checklist for your next product page update.
- Open with the outcomes your app gives, in a few short rows, before any interface.
- Put your strongest printed proof, such as a user count or an award, in the first three images.
- Name each benefit in the words your users use, like sleep, stress or focus.
- Use one illustration style in the screenshots and inside the app so they match.
- Change the background color for a topic, such as dark for sleep, but keep the layout fixed.
- Keep text inside the phone large enough to read when the image is shrunk.
How the ASO score works
- 01
App name, 25 points
Up to 10 for how much of Apple's 30 characters it uses, 10 for a brand + keyword structure, 5 when keywords fill half the name or more.
- 02
Screenshots, 35 points
Captions on every image, captions that name searched features, a first screenshot that shows the main use, one design system, readability at search size, and a trust signal.
- 03
Ratings, 25 points
Up to 15 for the average (from 4.0, full marks at 4.8) and 10 for the count (from 1,000, full marks at 100,000 ratings).
- 04
Freshness, 15 points
Full marks for an update in the last 30 days, falling to zero at 180 days. 85+ is excellent, 70+ strong, 50+ fair.
Common questions
What is an ASO score?
A 100-point check of the parts of an App Store page you control: the app name, screenshots, ratings and how recently the app was updated. It's our own scoring rule, shown in full on this page, not a number from Apple. Use it to compare your page with apps that already sell well in your category.
How long can an app name be on the App Store?
30 characters. A common pattern is a short brand followed by the main thing people search for, like “Balance: Meditation & Sleep”, which uses 27. Apple also gives you a 30-character subtitle and a 100-character keyword field for more terms.
Which screenshots show up in App Store search results?
The first one to three, when the app has no preview video. That's why the first three should cover the main reasons people download. Balance uses them for anxiety, mental health and stress.
How many screenshots can an iPhone app have?
Up to 10 per device size. Apple recommends focusing each screenshot after the first on one main benefit or feature. Balance uses 10.
Where do the download and revenue numbers come from?
They're third-party estimates for the US App Store, not figures reported by the developer. Treat them as a sense of scale. Growth compares the latest month with the month before.
Do screenshot captions help an app rank in search?
Apple says search results use text matches in the app name, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Captions aren't on that list: they help people who already see the app decide to download. When a caption names something people search for, put that term in the keyword field too.
Where the numbers come from
- Apple: Creating your product page
- App name limit (30 characters), up to 10 screenshots, the first one to three shown in search results, keyword field.
- Apple: App Store search
- Search results use text relevance (name, subtitle, keywords, primary category) and user behavior (downloads, ratings, reviews).
- Apple: Ratings, reviews and responses
- The in-app rating prompt can be shown up to three times in a 365-day period.
- Balance: Meditation & Sleep on the App Store
- Name, developer, category, icon, screenshots, rating, release and update dates (US storefront), checked Nov 4, 2026.
- Downloads and revenue
- Third-party est. for the US App Store, latest month, pulled Oct 29, 2026. Not reported by the developer.
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