Updated ASO teardown, US App Store
Catzy: Self-Care Journey 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
- 52K−46.3% vs previous month
- Est. monthly revenue
- $41K−22.8% vs previous month
- Est. revenue ÷ downloads
- $0.79
- Rating
- 4.9★1.1K 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
8 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
Your best companion for self-care
- self-carein name
- What it shows
- Three cartoon cats and a mouse in chef gear on a green hill under a blue sky, with a blue headline on top.
- Why it converts
- Sets the mood and names the category, but shows no feature or app screen. A visitor learns it is about self-care with pets, not what they do inside the app.
#2In search results
Record your moods — it always cares about you
- moodsnot in name
- What it shows
- Three cats holding a red heart above a yellow mood screen: “How are you feeling now?” with a Bad to Great slider set to “Good”.
- Why it converts
- Shows a real input screen with one simple action. The cats tie the mood log to the pet idea, so the feature feels friendly instead of clinical.
#3In search results
Take good care of your pet and interact every day
- petnot in name
- What it shows
- A cat peeking over a phone that shows a cat on a rug with hearts, a heart counter at 76, and food items along the bottom.
- Why it converts
- Shows the daily pet loop that gives people a reason to return. The caption is a benefit in plain words, but it runs long for a thumbnail.
#4
Dress it up with cute outfits and cozy homes
- outfitsnot in name
- What it shows
- An orange cat above a shop screen with a cat in a pink outfit, a 2,000 coin balance and a grid of glasses and costumes with prices.
- Why it converts
- Shows the collecting and customizing side. Visible prices and a coin balance hint at an in-app currency, which sets expectations before install.
#5
Create shared memories together
- What it shows
- A cat above a map called “Planet Catzy” with themed islands such as snow, beach and castle, each marked 0/24.
- Why it converts
- Shows the scale of the content as a colorful world map. The caption is vague: it does not say what the memories are or who they are shared with.
#6
Hide self-care in your everyday moments
- self-carein name
- What it shows
- A cat above a forest scene with a trip reward timer and a checklist: “Wake up on time” and “Make the bed”, each worth 10 coins.
- Why it converts
- Shows how the app turns small daily habits into a to-do list with rewards. It sits last in the set.
Icon and design system
What makes the page read as one brand at a glance.
- One character, a white cat face, is the single focus on a flat purple background.
- No text and little fine detail, so it should stay readable at small sizes.
- The cat style matches the cartoon pets in every screenshot, so icon and gallery share one look.
- The flame mark is small and its meaning is not clear from the icon alone.
- 01
A cat peeks over the phone frame
On most images a cat leans over the top edge of the device. It links each screen to the pet idea and gives the set a repeating shape.
- 02
Three-line headlines at the top
Large bold type sits above the art, one idea per image. The colors change between blue, green, red and purple, but the layout stays mostly the same.
- 03
Alternating backgrounds
Sky-and-grass scenes and purple pattern backgrounds take turns. The change adds variety while the cat style holds the set together.
- 04
Mood and habits come after the pet
The first image is a scene with no app screen. Mood logging and the habit checklist, the self-care features, appear in the second and sixth images.
- 05
Vague captions on two images
“Your best companion for self-care” and “Create shared memories together” stay general. The mood, pet and outfit captions name something a visitor can picture.
ASO score breakdown
76 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 24 of 30 characters8/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots23 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings15 / 25
- 4.9 average (full marks at 4.8)15/15
- 1,104 ratings (full marks at 100,000)0.2/10
- Freshness15 / 15
- Last update 5 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+10 pts
4.9 stars from 1,104 ratings. Apple's in-app rating prompt can be shown up to 3 times a year; show it right after a user finishes something in the app.
- Use the rest of the app name+2 pts
6 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
3 caption terms aren't in the app name: moods, pet, outfits. 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.
- Show a real app screen in the first image, not only a mood scene.
- Put the feature that explains your main use in the first three images.
- Say what the user does, such as “Log your mood”, instead of a general promise.
- Keep headlines short so they read at thumbnail size.
- Use one mascot pose across images to tie the set to the icon.
- If you show an in-game currency or prices, say what it is for in the caption.
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 “Catzy: Self-Care Journey”, which uses 24. 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. Catzy uses them for self-care, moods and pet.
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. Catzy uses 8.
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.
- Catzy: Self-Care Journey 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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