Updated ASO teardown, US App Store
EWA: Learn Languages App Store optimization
A Education 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
- 70K−22.6% vs previous month
- Est. monthly revenue
- $401K−0.6% vs previous month
- Est. revenue ÷ downloads
- $5.73
- Rating
- 4.7★196.6K 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
Learn languages for 15 minutes a day
- learn languagesin name
- What it shows
- A cartoon tutor with a “Hello” bubble on a phone, surrounded by animated characters and a corgi, with five country flags under the caption.
- Why it converts
- Names the main use and a time commitment in one line, so a visitor sees what the app does and how little time it asks for. The flags hint at which languages are on offer.
#2In search results
Practise real talk with your AI tutor anytime
- ai tutornot in name
- What it shows
- A full-screen view of the cartoon tutor with a microphone button and the hint “Press microphone and start talking”.
- Why it converts
- Shows the AI tutor feature as a conversation, with one clear action on screen.
#3In search results
Read books in their original language
- booksnot in name
- What it shows
- A book library with cover art in rows such as “Reading University” and “New Books”, and a “Continue reading” bar at the bottom.
- Why it converts
- Covers a use case that differs from lessons: reading real books. The cover art is varied and colorful, so the screen is easy to scan.
#4
Learn real vocabulary using courses with movie heroes
- vocabularynot in name
- What it shows
- A video clip of two people at a café table with a Spanish fill-in-the-blank exercise below it: “Tap what you hear in the video.”
- Why it converts
- Gives a concrete example of how learning works here: a video clip plus a short task. Live-action footage sets this apart from the cartoon style of the first image.
#5
Audiobooks. Read and listen at the same time. Translate in a tap
- audiobooksnot in name
- What it shows
- Spanish book text with play buttons beside each line, and a word pop-up showing “astuto”, its pronunciation and the meaning “cunning”.
- Why it converts
- Explains the benefit in the caption and proves it with the pop-up.
#6
Check your knowledge in online games with real opponents
- gamesnot in name
- What it shows
- A letter-grid word game with a cartoon character giving the instruction “Slide your finger through the letters and make up the words.” Spanish words with English meanings sit below the grid.
- Why it converts
- Adds a game angle for people who want practice to feel like play. The character's speech bubble teaches the rule on the image itself.
Icon and design system
What makes the page read as one brand at a glance.
- One character, no text. It matches the tutor who appears in the screenshots.
- Warm yellow background matches the orange-yellow backdrop of the screenshots, so icon and gallery look like one brand.
- A face on a flat color is simple and should hold up at small sizes, though it does not say “language” by itself.
- 01
Highlighted phrase in most captions
Most captions use white bold text with one phrase on a purple chip. The chip marks the part the eye should land on, such as “for 15 minutes”, “books” or “games”.
- 02
One feature per screenshot
Each image sells one thing: lessons, AI tutor, books, video courses, audiobooks, games. A visitor can find the one they care about.
- 03
Similar backdrop across the images
Most images share an orange-to-yellow gradient, dashed lines and a paper plane. The phone frame sits in a similar place, so the set reads as one story.
- 04
A recurring character
The cartoon tutor appears on the first image, the AI tutor screen and the game. The icon uses the same character, which ties the set together.
- 05
Captions state the benefit and the action
Verbs such as “Learn”, “Practise”, “Read” and “Check” lead most captions. Some captions run to three or four lines, which is long for a small preview.
ASO score breakdown
90 of 100 points. The full rule is under “How the ASO score works” below.
- App name22 / 25
- Uses 20 of 30 characters6.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots30 / 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 signal0/5
- Ratings23 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 196,612 ratings (full marks at 100,000)10/10
- Freshness15 / 15
- Last update 8 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+3 pts
10 characters are free. Add the next most important search term.
- Ask happy users for a rating+2 pts
4.7 stars from 196,612 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
5 caption terms aren't in the app name: ai tutor, books, vocabulary, audiobooks, games. 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 in screenshot 1 what the app does and what it asks of the user, such as a daily time.
- Give each screenshot one feature and one caption.
- Mark the key phrase of each caption with a color chip.
- Reuse the icon character and color in the screenshots so the set looks like one brand.
- Keep captions short, so they read at thumbnail size.
- If you want a trust signal, add a real one, such as a rating or award, that you can show.
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 “EWA: Learn Languages”, which uses 20. 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. EWA uses them for learn languages, ai tutor and books.
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. EWA 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.
- EWA: Learn Languages 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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