Updated ASO teardown, US App Store
ExitLag: Lower your Ping App Store optimization
A Utilities 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
- 21K−5.5% vs previous month
- Est. monthly revenue
- $41K+25.6% vs previous month
- Est. revenue ÷ downloads
- $1.95
- Rating
- 4.5★1.5K 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
6 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Smooth gameplay with just one tap
- route optimizernot in name
- What it shows
- A phone showing a My Games list (Brawl Stars, Call of Duty: Mobile, Free Fire) with an Optimize button on each row, plus a Device Monitor card. An “AI-powered route optimizer” badge sits under the headline.
- Why it converts
- Says what the app does and how to use it: pick a game and tap Optimize. The first image names the benefit, not the feature, and the game list shows who it is for.
#2In search results
Automatic and manual routes across thousands of servers worldwide
- routesnot in name
- serversnot in name
- What it shows
- A Game Regions screen with Automatic and Manual tabs, a Recommended World option and a list of continents. A second phone behind it shows a manual server list.
- Why it converts
- Shows the choice a visitor gets: let the app pick, or pick yourself. The Recommended tag tells a new user what to choose.
#3In search results
800+ games and apps to optimize, with no ban risk
- gamesnot in name
- What it shows
- An Optimization screen for Call of Duty: Mobile with connection details, a US San Jose server, UDP protocol, a latency graph at 55ms, and ping and jitter values.
- Why it converts
- The headline gives a printed claim about game coverage and ban risk. The screen backs it with a real game and concrete numbers a gamer knows how to read.
#4
Advanced settings for those who want to go further
- custom dnsnot in name
- What it shows
- A MultiPath routes screen with TCP and UDP route pickers and a route diagram, next to a DNS settings list. Five labeled features sit at the bottom: MultiPath, Multi internet, Custom DNS, Route Precision, IP Protocols.
- Why it converts
- Speaks to expert users who want control. The short feature list at the bottom reads fast, but the phone screens are busy and their small text is hard to read.
#5
Keep your daily optimization streak with Daily GG
- daily streaknot in name
- What it shows
- A Daily GG screen with a flame and 15 GG days, a February 2026 week calendar with check marks, and a Streak Challenge (Beta) bar from 15 to 30 days.
- Why it converts
- Shows a reason to come back after the first session. It sells a habit loop, not a network feature, which is a different kind of benefit from the earlier images.
#6
Diagnose your connection in real time
- connectionnot in name
- What it shows
- A Real-time Monitoring screen with latency at 55ms, packet loss at 0%, jitter and peaks, tested against Google and Cloudflare DNS addresses.
- Why it converts
- A free-to-understand benefit: see how your connection is doing. Charts and numbers make the tool feel real, though most of the screen text is small.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a bold X with forward arrows, matches the app name and suggests speed.
- The dark red gradient is the same color family as the screenshot backgrounds, so icon and gallery read as one brand.
- The small sparkles are fine detail that may disappear at the smallest sizes, but the X itself stays clear.
- 01
Benefit headline, then the real screen
Every image pairs a headline with a phone showing the matching screen. The headline tells the point and the UI is the proof.
- 02
Similar dark red look across the set
Most images share one background, one type style and one phone frame. Swiping reads as one story, and it matches the icon.
- 03
Outcome first, depth later
The first image sells smooth gameplay with one tap. Server choice, advanced settings and monitoring come after, for people who want more.
- 04
Specific, printed claims
“800+ games and apps” and “thousands of servers” are concrete. “No ban risk” is the app's own claim, not something to repeat as fact.
- 05
Real game names on screen
Brawl Stars, Call of Duty: Mobile and Free Fire show up in the UI, so a gamer sees their own game quickly.
ASO score breakdown
78 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
- 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
- Ratings10 / 25
- 4.5 average (full marks at 4.8)9.4/15
- 1,461 ratings (full marks at 100,000)0.8/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+15 pts
4.5 stars from 1,461 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
7 caption terms aren't in the app name: route optimizer, routes, servers, games, custom dns, daily streak, connection. Captions don't count for search; the subtitle and the 100-character keyword field do.
- Win back installs
Downloads fell 5.5% while revenue rose 25.6%. 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.
- Open with the result a user wants, and show the one action that gets it.
- Use a large short headline on every image, with the UI below it as proof.
- Keep one background, one font and one frame across the set, and match the icon color.
- Use concrete numbers or names in headlines instead of general praise.
- Keep dense settings screens simple, or call out the one part that matters.
- Add a trust signal such as a rating, award or user count if you have a real one.
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 “ExitLag: Lower your Ping”, 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. ExitLag uses them for route optimizer, routes and games.
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. ExitLag uses 6.
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.
- ExitLag: Lower your Ping 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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