Updated ASO teardown, US App Store
Fonts Art: Cool Keyboard Maker 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
- 202K+0.2% vs previous month
- Est. monthly revenue
- $302K+0.2% vs previous month
- Est. revenue ÷ downloads
- $1.50
- Rating
- 4.6★470.7K 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
Designed for Social Communication
- socialnot in name
- What it shows
- App name and a laurel badge reading “85M+ Downloads” above a messages chat. Styled blackletter and boxed-letter replies sit in bubbles, with TikTok, Instagram, WhatsApp, Snapchat and message icons floating above the phone.
- Why it converts
- The styled text in the chat shows the result right away, and the app icons name where it can be used. The headline itself is general. The download count is a printed claim from the app.
#2In search results
Fonts & Symbols
- fontsin name
- symbolsnot in name
- What it shows
- A symbol keyboard with category tabs at the top, and a font list with Gothic, Typewriter, Script, Circle and Square samples. The Gothic and Square rows are enlarged over the phone.
- Why it converts
- Names two things people look for and shows sample styles so a visitor can pick a look. Enlarged samples stay readable when the image is small.
#3In search results
Keyboard Themes
- keyboard themesnot in name
- What it shows
- Three stacked keyboards in dark, pink and purple, then a row of theme tiles: metal, gradient, blue, blossom, a painting-style night sky and a dark one.
- Why it converts
- Shows variety in colour and style, which helps a visitor imagine their own keyboard. It is a second reason to install beyond fonts.
#4
AI Stickers
- ai stickersnot in name
- What it shows
- A “Generate Sticker” button with prompt chips such as “Cat on a longboard”, “Redhead girl” and “Heart in fire”, and sticker results above a keyboard.
- Why it converts
- The prompts printed next to the results explain how it works in one look.
#5
Kaomoji Reactions
- kaomojinot in name
- What it shows
- A social feed with a comment box and a keyboard open on kaomoji, with Popular, Cute, Angry and Happy tabs. Four large kaomoji bubbles float over the top.
- Why it converts
- Names a niche term some people look for. The enlarged faces are easy to read, and the feed shows where the keyboard is used.
#6
Font Maker
- font makernot in name
- What it shows
- Hands holding a phone, a finger drawing a script letter in a “My Font” editor with a Save button. Letters A, B and C show as tiles behind.
- Why it converts
- Shows that visitors can make their own font, a different promise from picking a ready one. The hands make the action clear. The photo style differs from the app screens in other images.
Icon and design system
What makes the page read as one brand at a glance.
- One idea: a script “Aa” says fonts before the name is read.
- The icon is black on white, with no brand colour.
- Two letters, no fine detail, so it should stay readable at small sizes. Dark and tinted looks were not checked.
- 01
Short two-part captions
Bold dark type on a white background, two to four words per image. Most captions name a feature people may look for.
- 02
Floating elements over the phone
Font samples and kaomoji bubbles are enlarged over the device frame, so the key content reads without zooming.
- 03
One feature per image after the first
Symbols, themes, stickers, kaomoji and font making each get their own image, so the set reads as a feature tour.
- 04
Download count up front
A laurel badge with “85M+ Downloads” sits in the first image, next to the app name. It is the app's own claim.
- 05
Broad first caption
The opening headline names a use, social communication, rather than a feature. The chat example carries the specifics.
ASO score breakdown
91 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 30 of 30 characters10/10
- 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 use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings21 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 470,682 ratings (full marks at 100,000)10/10
- Freshness15 / 15
- Last update 33 days ago (full marks within 30)14.7/15
Where the points are
- Ask happy users for a rating+4 pts
4.6 stars from 470,682 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
6 caption terms aren't in the app name: social, symbols, keyboard themes, ai stickers, kaomoji, font maker. 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 result in use in the first image, such as styled text in a real chat.
- Name a specific feature in the caption when the headline is broad.
- Enlarge the sample items so they read at thumbnail size.
- Give each image one feature and a short caption.
- Put a real, checkable count or rating near the app name in the first image.
- Keep one caption style across images, and vary only the content.
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 “Fonts Art: Cool Keyboard Maker”, which uses 30. 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. Fonts Art uses them for social, fonts and keyboard themes.
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. Fonts Art 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.
- Fonts Art: Cool Keyboard Maker 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.
Related
Your product page wins the install.Know which campaign sent it.
Airbridge Core shows which Meta, TikTok, Google and Apple Ads campaign brought each user and what they paid. Trusted by 1,000+ brands processing 100B+ events a month. $40+/mo after a 30-day free trial, no annual contract.