Updated ASO teardown, US App Store
Fruitz: Match, Chat & Dating App Store optimization
A Lifestyle 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
- 30K+0% vs previous month
- Est. monthly revenue
- $200K+0% vs previous month
- Est. revenue ÷ downloads
- $6.67
- Rating
- 4.6★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
Find the pick of the bunch
- datingin name
- What it shows
- A stack of profile cards (Sam, 23 and Julia, 22) with distance and job lines, and a pink “13M users worldwide” badge.
- Why it converts
- Shows the product in use from the first frame: swipeable profiles. The printed user count is the app's own claim and gives a reason to trust it, but the headline is a pun and does not say what the app does.
#2In search results
Matches that suit your tastes
- matchesnot in name
- What it shows
- A “Pick a fruit” quiz with four options (Cherry, Grape, Watermelon, Peach), each with a one-line description.
- Why it converts
- Shows how the app's fruit idea works, which is the thing that makes it different from other dating apps.
#3In search results
Answer icebreakers to start chatting
- icebreakersnot in name
- chattingnot in name
- What it shows
- A chat with a two-choice icebreaker card (“Breakfast in bed” or “Brunch”) above a short message exchange.
- Why it converts
- A benefit-led caption with a verb. The two big buttons show how a first message becomes easy, which answers a common worry about starting a chat.
#4
Find out who has a crush on you
- who liked younot in name
- What it shows
- A “Who liked you” grid with filter tabs and a count of likes, one card blurred, and a strip of fruit counts.
- Why it converts
- Names an outcome people want to know, and the blurred card hints at a reason to open the app.
#5
Be yourself
- What it shows
- An onboarding question, “What best describes you?”, with three choices and a “Show on your profile?” toggle.
- Why it converts
- A setup screen rather than a feature. The caption is a general slogan.
#6
Have fun with it
- crushnotenot in name
- What it shows
- A chat with a gradient “Crushnote from Josh” card and two reply bubbles, with a heart and chat-bubble sticker.
- Why it converts
- Shows the playful tone of the app in a real message. The caption is a vague slogan, so the card does the work of showing what a Crushnote is.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a single fruit with a leaf, with no text.
- The pink and yellow gradient background is the same pink used in the screenshot headlines, so icon and gallery look like one brand.
- The white outline and flat shapes keep the fruit readable at small sizes.
- 01
Big pink all-caps headlines
Most images use a bold pink headline at the top, in one or two short lines.
- 02
One idea per screen
Each image shows one thing: browsing profiles, picking a fruit, icebreakers, who liked you, onboarding, a crush note. The set reads as a short walk through the app.
- 03
Fruit stickers as the brand motif
Watermelon, grape, cherry and peach art appears in the corners of most images and inside the quiz. The product idea is visible without reading.
- 04
A user count on the first image
“13M users worldwide” sits on the first screenshot as a round badge. It is the one printed trust signal, and it is placed up front.
- 05
Some captions are slogans
“Be yourself” and “Have fun with it” do not name a feature. The screens under them do the explaining.
ASO score breakdown
78 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
- Screenshots33 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings12 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 1,508 ratings (full marks at 100,000)0.9/10
- Freshness9 / 15
- Last update 93 days ago (full marks within 30)8.7/15
Where the points are
- Ask happy users for a rating+13 pts
4.6 stars from 1,508 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+6 pts
The last update was 93 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
5 caption terms aren't in the app name: matches, icebreakers, chatting, who liked you, crushnote. 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 a real use of the app in the first image, not only a headline.
- Put a user count or rating on the first image if it is true and easy to read.
- Use one headline style, one background and one set of art on every image.
- Write captions that name a feature or an outcome people look for. Keep slogans for later images.
- Show what makes your app different on a real screen, not in text alone.
- Match the icon color to the screenshot headline color.
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 “Fruitz: Match, Chat & Dating”, 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. Fruitz uses them for dating, matches and icebreakers.
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. Fruitz 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.
- Fruitz: Match, Chat & Dating 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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