Updated ASO teardown, US App Store
Fontmaker - Font Keyboard App App Store optimization
A Photo & Video 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
- 201K−33.8% vs previous month
- Est. monthly revenue
- $201K−0.7% vs previous month
- Est. revenue ÷ downloads
- $1.00
- Rating
- 4.4★125.3K 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
Fontmaker Now you can use your own handwriting
- handwritingnot in name
- What it shows
- A blue background with the Fontmaker name in a handwriting-style font, a chat bubble reading the handwriting line, and a large letter “a” with a hand pointing at it.
- Why it converts
- Opens with the name and a line about handwriting. It does not show the keyboard in use yet.
#2In search results
Easily create your font
- fontin name
- What it shows
- A phone showing a chat in a custom handwriting font, with a keyboard whose keys use the same font.
- Why it converts
- Shows the result in a real chat: typed text in the custom font. The caption names “font”, the term the app is built around.
#3In search results
Draw your own letters
- lettersnot in name
- What it shows
- A drawing screen for uppercase letters: the letter B being drawn with a finger, a row of letter tiles, and delete and confirm buttons.
- Why it converts
- Shows how the font is made: draw each letter by hand. A visitor can see the effort involved before installing.
#4
Perfect for love notes
- love notesnot in name
- What it shows
- A messaging screen on a pink hearts background with a blue message in the custom font and a typed reply, plus the keyboard.
- Why it converts
- Gives a concrete use case instead of a feature. A scene people recognize makes the font feel personal.
#5
Try it in Stories
- storiesnot in name
- What it shows
- A Stories-style screen with a pink to orange gradient and a text post in the custom handwriting font, with a Fontmaker tag.
- Why it converts
- Names a second place to use the font and shows the result large. The big text reads well at small size.
#6
Also special characters & numbers
- special charactersnot in name
- numbersnot in name
- What it shows
- A completion screen with confetti, “Well done!” and a keypad of the digits 0 to 9 in the custom font.
- Why it converts
- Shows the set goes beyond letters.
Icon and design system
What makes the page read as one brand at a glance.
- One idea: the word “font” in a handwritten style, which hints at the product.
- Text is the whole icon. It is short and large on a flat blue background.
- No photo or UI copy, and no fine detail, so it should hold up at small sizes.
- Blue and white match the screenshot backgrounds, so icon and gallery look like one brand.
- 01
Same blue background on most images
Most images have a flat blue field with a handwriting-style headline and a phone below. Swiping feels like one set.
- 02
Result before method
The keyboard in a chat comes second and the drawing screen third. People see what they get before how it works.
- 03
Use cases as captions
“Love notes” and “Stories” name places people would use the font.
- 04
Captions in the product's own style
Headlines use a handwriting-style font, so the screenshots show the product idea in their own text.
- 05
Short, large captions
Most captions are two or three short lines in white on blue. They stay readable at search-result size.
ASO score breakdown
80 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 29 of 30 characters9.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots25 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings18 / 25
- 4.4 average (full marks at 4.8)7.5/15
- 125,299 ratings (full marks at 100,000)10/10
- Freshness12 / 15
- Last update 64 days ago (full marks within 30)11.6/15
Where the points are
- Ask happy users for a rating+7 pts
4.4 stars from 125,299 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.
- Ship an update+3 pts
The last update was 64 days ago. A new version also refreshes the "What's New" notes people read before they download.
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: handwriting, letters, love notes, stories, special characters, numbers. 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 product in use in screenshot 1, not only the name and a decorative shape.
- Put the end result in a real context early, then show how to make it.
- Name concrete use cases in captions, such as a message type or a platform.
- Use large white text on a flat, strong color so captions survive thumbnails.
- Match the icon color and style to the screenshot background.
- Give supporting features a clear visual, not only a progress message.
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 “Fontmaker - Font Keyboard App”, which uses 29. 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. Fontmaker uses them for handwriting, font and letters.
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. Fontmaker 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.
- Fontmaker - Font Keyboard App 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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