Updated ASO teardown, US App Store
Guardio - Mobile Security 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
- 63K−14.9% vs previous month
- Est. monthly revenue
- $104K−0.8% vs previous month
- Est. revenue ÷ downloads
- $1.65
- Rating
- 4.9★49.4K 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
9 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
Protecting everything that matters
- What it shows
- A phone leaning against a blue wall, showing a “Good Morning” home screen with a “Your setup is incomplete” card and a “Your email was leaked online” recommendation.
- Why it converts
- The UI card shows the app doing something, but the caption is a general slogan. A visitor must guess what kind of protection this is.
#2In search results
Know what’s exposed
- What it shows
- Logos of Facebook, Reddit, Apple, Gmail, PayPal and Amazon scattered on a dark navy background, with the line “Find out fast, take control”.
- Why it converts
- Familiar logos tell a visitor which accounts the app is about. There is no app UI, so how it finds this out is left unsaid.
#3In search results
Block phishing attempts
- phishingnot in name
- What it shows
- A Gmail inbox with a “Guardio Alert” label on a message about unpaid tax, and a text-message notification with a payment link on a blurred phone screen.
- Why it converts
- Shows two places a scam can arrive, email and text, in a scene a visitor has likely seen. “Phishing” is a term people look for.
#4
1.5M+ protected users
- protected usersnot in name
- What it shows
- A smiling woman at a café table with a laptop, holding a phone. Gold laurels frame the printed “1.5M+ protected users”.
- Why it converts
- A user count with laurels, printed by the app, is a trust signal in the set. A photo of a person using a phone adds a human face but shows no product.
#5
Take informed action
- What it shows
- Two cards on a phone: “Secure your account now” with an “Enable 2FA” link, and “Your email was leaked online” with a “Change Password” link.
- Why it converts
- Shows what the app asks the user to do next. Each card has one clear action, which makes the follow-through concrete.
#6
Spot fake websites
- fake websitesnot in name
- What it shows
- A phone showing a shoe ad with a “LAST CALL” banner, with a “Guardio Alert” notice saying the site has been blocked.
- Why it converts
- Shows a blocked fake shop in the moment it happens. The scene is easy to read, though the page behind the alert is simplified.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a shield shaped like the letter G, ties the brand name to the idea of protection.
- A smooth teal-to-blue gradient with no other detail keeps the shape clear at small sizes.
- The blue and teal tones echo the blue backgrounds and the in-app alert badge in the screenshots.
- 01
Large white headline, short subline
Most images pair a big white verb phrase with a line below it. The headline carries the message.
- 02
Dark navy base
Most images share one dark navy background and the same type. Swiping through reads as one set.
- 03
Scenes a visitor already knows
A Gmail inbox, a text message and a shoe ad are shown with the app’s alert on top. Each shows a threat people have met.
- 04
A user count with laurels
“1.5M+ protected users” sits on a photo of a person. It is the app’s own claim.
- 05
Next steps shown as cards
The action screen shows two cards, each with one link. A visitor can see what the app asks them to do.
ASO score breakdown
86 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 25 of 30 characters8.3/10
- 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 for5/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings23 / 25
- 4.9 average (full marks at 4.8)15/15
- 49,385 ratings (full marks at 100,000)8.5/10
- Freshness15 / 15
- Last update 21 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+2 pts
4.9 stars from 49,385 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.
- Use the rest of the app name+2 pts
5 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
3 caption terms aren't in the app name: phishing, protected users, fake websites. 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.
- Name what your app does in the first caption. Avoid a general slogan.
- Use short verb phrases for headlines: block, spot, know.
- Show the problem your user has already seen, then your app’s answer.
- Print a user count only if it is true, and put it where visitors will see it.
- Keep one background and one type style across the set.
- Show one clear action per card when you show UI.
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 “Guardio - Mobile Security”, which uses 25. 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. Guardio uses them for phishing.
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. Guardio uses 9.
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.
- Guardio - Mobile Security 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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