Updated ASO teardown, US App Store
Daimon: Personal Advice App Store optimization
A Lifestyle 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
- 60K−25% vs previous month
- Est. monthly revenue
- $67K−24.4% vs previous month
- Est. revenue ÷ downloads
- $1.12
- Rating
- 4.9★86K 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Think clearer. Choose better.
- What it shows
- A cartoon character in a baseball cap above a phone with a chat header named Daimon, two large slogan bubbles, and a laurel badge reading “500M+ messages sent”.
- Why it converts
- The badge is a printed usage claim that gives scale up front. The two slogans state a goal but not what the app does, so a visitor has to guess it is a chat app.
#2In search results
Truth over validation
- What it shows
- A text chat where the app replies to a message about a crush and questions the user's reading of it. A large reply card is pulled out of the phone.
- Why it converts
- Shows the product in use: a conversation with blunt replies. The caption names the tone the app promises, and the pulled-out card stays readable at small size.
#3In search results
Keeps you locked in
- What it shows
- A lock screen at 9:41 with a 3D character and a notification from “Your Daimon” that reads “Put the phone down. you asked me to remind you”.
- Why it converts
- Shows a reminder arriving outside the app, so the visitor sees it works beyond a chat window. The notification is the one concrete proof, though the caption is a loose phrase.
#4
Perfect memory. Unfiltered
- memorynot in name
- What it shows
- A chat where the app recalls an earlier talk about Sunday dinners, with a pulled-out message card and a yellow note reading “Remembers and analyzes all”.
- Why it converts
- Makes one idea concrete: the app recalls past conversations. The example message shows what that looks like. The sticky note adds a second text layer that is small.
#5
All your apps. One brain
- What it shows
- A large mascot in a graduation cap surrounded by bubbles holding app icons, including Google, a calendar, music, a health app and Spotify.
- Why it converts
- Hints that the app connects to other apps, but the image shows no screen of the app and does not say what is done with those apps. The mascot repeats the icon's character.
Icon and design system
What makes the page read as one brand at a glance.
- One character, a white blob with two eyes, is the single focus. It appears again in the screenshots.
- No text, so nothing to shrink at small sizes.
- The blue tile matches the blue backgrounds in the screenshots, so icon and gallery read as one brand.
- The character says “friendly chat” more than “advice”. The name and subtitle carry the meaning.
- 01
Big two-line headlines
Each image has a short two-line headline in heavy type, with one line in dark navy or white. They read at thumbnail size.
- 02
Chat screens with pulled-out message cards
The chat UI is shown in the phone, and one message is enlarged outside the frame so the key line can be read quickly.
- 03
Character and blue backdrop on most images
A glossy blue background, an orange swoosh and 3D characters repeat across the set. It reads as one style.
- 04
Tone promised in the captions
“Truth over validation” and “Unfiltered” set a blunt voice. The chat examples then show that voice, so the claim is backed by a sample.
- 05
Usage claim in the first image
“500M+ messages sent” is printed as a badge on the first image. It is the app's own claim, and it sits where search results show it.
ASO score breakdown
85 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 23 of 30 characters7.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots22 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for2/10
- First screenshot shows the main use0/5
- 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
- 86,022 ratings (full marks at 100,000)9.7/10
- Freshness15 / 15
- Last update 8 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+2 pts
7 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
1 caption terms aren't in the app name: memory. 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.
- Say what the app does in the first image, not only the goal it serves.
- Put a printed scale claim, if you have a true one, in the first image.
- Pull the key message out of the phone frame so it reads at small size.
- Back each tone claim in a caption with a sample line from the app.
- Use one headline style, one backdrop and one character across the set.
- Show features that live outside the app, such as a notification, on a real-looking screen.
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 “Daimon: Personal Advice”, which uses 23. 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.
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. Daimon uses 5.
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.
- Daimon: Personal Advice 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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