Updated ASO teardown, US App Store
FamilyWall: Family Organizer App Store optimization
A Productivity 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
- 100K+6.1% vs previous month
- Est. monthly revenue
- $200K+6.1% vs previous month
- Est. revenue ÷ downloads
- $2.00
- Rating
- 4.8★24.8K 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
10 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
Simplify your family life
- familyin name
- What it shows
- A family home screen: a day card listing three events, with tiles for lists, calendar, meal planner and timetable. The Calendar tile is enlarged out of the phone frame.
- Why it converts
- Shows a shared family hub in use, not a logo or splash screen. The headline is a general promise, so the tiles carry the explanation of what the app does.
#2In search results
Shared calendar Share your agenda to plan together
- shared calendarnot in name
- agendanot in name
- What it shows
- A week calendar with colored events, a birthday tag, and two floating badges: “Google Agenda Sync” and “Outlook Calendar Sync”.
- Why it converts
- Names the feature and the calendars people already use.
#3In search results
Shopping and task lists Shop better and get things done together
- shoppingnot in name
- task listsnot in name
- What it shows
- A “Family Groceries” list with member avatars and a banner reading “Completed by Dad - 5 min ago”.
- Why it converts
- The completion banner shows the shared part: other family members update the list. One feature, one idea.
#4
Documents Organise your essential documents
- documentsnot in name
- What it shows
- A Documents screen with folders (Family, Private, House, Holidays) and files, plus avatars of members.
- Why it converts
- Adds a use that is not a calendar or a list. Folder names show what families might store, and the Private folder shows not everything is shared.
#5
Budget tracker Track your expenses together
- budget trackernot in name
- expensesnot in name
- What it shows
- A family budget showing $748.80 in total expenses, a category list, and floating cards with amounts per category.
- Why it converts
- Puts a concrete number and familiar categories on screen. The enlarged amount cards stay readable at a small size.
#6
Meal planner Plan meals, we'll make your grocery list
- meal plannernot in name
- grocery listnot in name
- What it shows
- A weekly meal plan with lunch and dinner entries, and an “Add to Grocery List” button over a shopping cart.
- Why it converts
- Links two features: the plan feeds the grocery list. It states a result for the visitor, not just a screen name.
Icon and design system
What makes the page read as one brand at a glance.
- One idea: a group of family figures in white. It says “family” without any text.
- Flat blue background with a single white shape, so little fine detail is lost at small sizes.
- The same blue is the background of several screenshots, so icon and gallery share one color.
- 01
Feature label, then headline
Most images have an uppercase label naming the feature, then a headline.
- 02
A yellow underline on most headlines
A hand-drawn yellow line marks the key words. It guides the eye to the part of the sentence that matters.
- 03
Floating callouts break the frame
Badges and cards sit partly outside the phone: Calendar tile, sync logos, completion banner, amount cards. Each one points to the single idea of that image.
- 04
Backgrounds change inside one system
Blue, purple and green backgrounds alternate. Layout, fonts, phone frame and underline stay similar, so the set still reads as one.
- 05
A hub of family features
Calendar, lists, documents, budget and meals each get their own image. The set sells a family organizer as a whole, not one tool.
ASO score breakdown
91 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 28 of 30 characters9.3/10
- 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
- Ratings22 / 25
- 4.8 average (full marks at 4.8)15/15
- 24,777 ratings (full marks at 100,000)7/10
- Freshness15 / 15
- Last update 3 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+3 pts
4.8 stars from 24,777 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
9 caption terms aren't in the app name: shared calendar, agenda, shopping, task lists, documents, budget tracker, expenses, meal planner, grocery list. 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 the app in use in screenshot 1, not a logo or splash screen.
- Give each screenshot one idea and name it in the label.
- Pair a general headline with a UI detail that proves what the app does.
- Pull the key card or badge out of the phone frame so it reads at thumbnail size.
- Change background colors freely, but keep layout, fonts and frame fixed.
- Add a rating, award or user count if you have one. This set prints none.
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 “FamilyWall: Family Organizer”, which uses 28. 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. FamilyWall uses them for family, shared calendar and shopping.
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. FamilyWall uses 10.
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.
- FamilyWall: Family Organizer 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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