Updated ASO teardown, US App Store
Dil Mil: South Asian Dating 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
- 10K−0.2% vs previous month
- Est. monthly revenue
- $404K+33% vs previous month
- Est. revenue ÷ downloads
- $40.40
- Rating
- 4.0★21.4K 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
Meet South Asian Singles
- south asian singlesnot in name
- What it shows
- A man and a woman facing each other outdoors, with the caption and the Dil Mil logo on a purple-to-pink panel below.
- Why it converts
- Names the audience and the goal in the first frame, so a visitor knows what the app is for. No UI is shown here, so the caption and the photo carry the message.
#2In search results
10000+ Success Stories
- success storiesnot in name
- What it shows
- A couple holding hands and smiling, with a “Featured in” line of press logos (TechCrunch, Forbes, The Wall Street Journal) under the caption.
- Why it converts
- Puts a printed user claim and press logos near the front. Dating is a trust-heavy category, so proof early gives a visitor a reason to believe the first caption.
#3In search results
Real Verified Profiles
- verified profilesnot in name
- What it shows
- A phone with a large profile card enlarged past the frame, a blue verified badge in the caption and on the card, and the app's bottom tab bar.
- Why it converts
- Shows the product and the promise together: the badge in the caption matches the badge on the card. The enlarged card stays readable at small sizes.
#4
Explore Matches That You Vibe With
- matchesnot in name
- What it shows
- An Explore screen with themed cards (Puff-Free Society, Travel Buddies, Halal Diet, Something Real). Two cards are enlarged past the phone frame.
- Why it converts
- Shows a way to find people by interest, not only by looks. The two enlarged cards give the eye one place to land in a busy screen.
#5
Match Within Your Community
- communitynot in name
- What it shows
- A filter list (Location, Religion, Raised in) with the Community row enlarged, plus a toggle for verified profiles only.
- Why it converts
- Highlights one row of a long settings screen, so the caption points at what to look at. It speaks to the app's niche: matching inside a community.
#6
VIP Tier Designed For Your Success
- vipnot in name
- What it shows
- A paid-tier screen with four benefit tiles: unlimited likes, boosts and super likes, advanced filters, see who liked you.
- Why it converts
- Tells visitors there is a paid tier and what it adds, before they open the app. The caption is generic; the benefit tiles do the explaining.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a white heart, says “dating” before the name is read.
- Purple gradient matches the panels behind the captions, so icon and gallery read as one brand.
- No text and little detail, so it holds up at small sizes.
- 01
Two-tone captions
Most captions have a light line and a bold line. The bold words carry the message: South Asian, Verified, Explore.
- 02
Audience first
The first caption names who the app is for. Later captions repeat that niche with Community and verified profiles.
- 03
Proof near the front
A printed success-story count and press logos sit in the second image, ahead of any feature.
- 04
One idea per image
Each image has one caption and one focus: audience, proof, verification, discovery, filters, paid tier.
- 05
Key UI breaks out of the phone
A card or row is enlarged past the device frame, so the part the caption names is the part you read.
ASO score breakdown
81 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
- Screenshots35 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings7 / 25
- 4.0 average (full marks at 4.8)0/15
- 21,355 ratings (full marks at 100,000)6.6/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+18 pts
4.0 stars from 21,355 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.
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: south asian singles, success stories, verified profiles, matches, community, vip. Captions don't count for search; the subtitle and the 100-character keyword field do.
- Win back installs
Downloads fell 0.2% while revenue rose 33%. A product page that converts more of its visitors wins installs back without more ad spend.
Apply it to your app
A checklist for your next product page update.
- Name your audience or use case in the first caption.
- Do not make a visitor guess what the app is from the icon alone.
- Put proof, such as press or a user count, early, and only if it is true.
- Enlarge the one UI element your caption names.
- Keep one caption style and one color family across every image.
- Give a paid tier its own image, and say what it adds.
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 “Dil Mil: South Asian Dating”, 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. Dil Mil uses them for south asian singles, success stories and verified profiles.
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. Dil Mil 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.
- Dil Mil: South Asian Dating 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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