Updated ASO teardown, US App Store
EXR | Virtual indoor rowing 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
- 3K+4.3% vs previous month
- Est. monthly revenue
- $30K+50% vs previous month
- Est. revenue ÷ downloads
- $10.00
- Rating
- 4.5★298 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
7 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
Connect your indoor rower
- indoor rowernot in name
- What it shows
- A photo of a person on an indoor rowing machine in a living room, seen from behind, with a screen showing a water scene in the background.
- Why it converts
- Names the equipment the app works with, so a rower knows at once it is for them. The photo is real life, but it shows no app screen yet, so the first image says what to connect and not what the app does.
#2In search results
And train like never before
- What it shows
- A rowing machine with a phone mounted on it, and a phone in front showing a rower on a lake in a racing boat.
- Why it converts
- Finishes the sentence from image 1 and links the machine in the room to the on-water view. The line is a general promise, not a specific use, so it adds little for a visitor comparing apps.
#3In search results
Discover virtual worlds
- virtual worldsnot in name
- What it shows
- Two phones turned sideways showing a rower on a river at sunset and a lake with trees, with a small stats bar at the bottom. A short line below the caption reads “Explore rowing hotspots and find endless motivation”.
- Why it converts
- Shows the main draw: places to row that you could not reach from a living room. The scenery is the app's own game view, so a visitor sees what they would get.
#4
Row with friends
- What it shows
- A phone turned sideways showing several rowers on a river, one with a name tag and a flag. A short line below the caption reads “Enjoy workouts with rowers from all over the world”.
- Why it converts
- Adds a social reason to install. Named rowers on the water show that other people are in the same session.
#5
Enter the competition
- competitionnot in name
- What it shows
- Gold, silver and bronze trophy badges above a phone showing a red boat on a mountain lake. A short line below the caption reads “Win races and secure the ultimate bragging rights”.
- Why it converts
- Speaks to people who like to race, and the trophy badges make the reward easy to read. The caption word names a feature.
#6
Train with instant feedback
- feedbacknot in name
- What it shows
- A phone with a live rowing view and numbers for time, pace and stroke rate, above a home menu with workouts such as “30 minutes to burn” and “FTP tests”.
- Why it converts
- Shows the training side: live numbers and a workout list. The workout menu answers whether the app is more than a game, but the text on the screens is small.
Icon and design system
What makes the page read as one brand at a glance.
- One bold white mark on a dark, plain background, with no photo or UI copy.
- The letters EXR repeat the name, so the text is not needed to carry the meaning. It does not say “rowing” on its own.
- The shape is simple and should hold at small sizes. The dark tone matches the dark overlays in the screenshots.
- 01
Two-line captions
Each caption is two lines. The second line holds the key idea, such as “Indoor rower” or “Competition”.
- 02
Real photos mixed with game views
Dark photos of people sit behind or beside tilted phones. The photos add a human touch and the phones show the app.
- 03
Landscape phones in some images
Some phones are turned sideways. This matches how the game is played, and the scene fills the frame.
- 04
Captions read as one sentence
Image 1 says “Connect your indoor rower” and image 2 continues “And train like never before”. The first two images work as a pair.
- 05
One benefit per image
Worlds, friends, competition and feedback each get their own image. The first three add a short support line, and those lines are small.
ASO score breakdown
65 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
- Screenshots17 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for6.7/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size0/5
- Trust signal0/5
- Ratings9 / 25
- 4.5 average (full marks at 4.8)9.4/15
- 298 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+16 pts
4.5 stars from 298 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
4 caption terms aren't in the app name: indoor rower, virtual worlds, competition, feedback. 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 your app in use on screenshot 1, not only the setup step.
- Make each caption stand alone, so it still makes sense when read by itself.
- Name your equipment or activity in the words your users use.
- Keep the support lines short, or fold them into the main caption. Small text is hard to read as a thumbnail.
- Use the same dark overlay and caption style across images to link them as one set.
- If you have a trust signal, such as a rating or a press mention, put it on an early image.
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 “EXR | Virtual indoor rowing”, 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. EXR uses them for indoor rower and virtual worlds.
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. EXR uses 7.
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.
- EXR | Virtual indoor rowing 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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