Updated ASO teardown, US App Store
happn: dating app 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
- 200K+0% vs previous month
- Est. monthly revenue
- $1M+0% vs previous month
- Est. revenue ÷ downloads
- $5.00
- Rating
- 4.3★49K 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
8 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
Find the people you cross paths with
- What it shows
- A profile card for “Alex, 24” with a verified tick, tags such as Serious relationship and London, and two callouts: “You like Gordon's Wine Bar” and “You cross paths often”.
- Why it converts
- Explains the app's idea on the first frame, and the callouts show that idea in the UI. The caption doesn't say “dating”, so the name and the profile card do that job.
#2In search results
In your favorite Spots
- What it shows
- A place page for “Fumo” with “450 happners like this Spot” and a grid of profiles with names, ages and verified ticks.
- Why it converts
- Makes the idea concrete: people connected to a place you go to. The caption finishes the sentence from screenshot 1, so it says little on its own.
#3In search results
And all around you
- What it shows
- A map of Hoxton with a “210” pin and a sheet titled “Crossed paths near Hoxton, London” with profile photos.
- Why it converts
- The map explains the location idea at a glance, without reading any UI text. Like screenshot 2, the caption depends on the one before it.
#4
Crush in complete safety
- What it shows
- A profile for “Tom, 26” with the callouts “Your exact location is hidden” and “Certified profile”, and “1 mile away” on the photo.
- Why it converts
- Addresses a worry a map can raise, right after the map. These are the app's own statements; the image shows the labels, not how they work.
#5
Showcase your personality
- What it shows
- A profile photo of a man with a camera, a card answering “My favourite place as a teen”, and the start of a “My Spots” section.
- Why it converts
- Shows profiles hold more than photos, for people who want to know someone before they match. The large card text stays readable at a small size.
#6
Find profiles that are similar to you
- What it shows
- An “It's a Crush!” match screen on lilac and green, with a photo and the callouts “Serious relationship” and “She also likes Blind Spots London”.
- Why it converts
- Ends on the moment people install a dating app for, and ties it back to shared places.
Icon and design system
What makes the page read as one brand at a glance.
- One bold shape with no text, so it holds up at the smallest sizes.
- The shape is abstract and doesn't suggest dating, so the name and first screenshot have to explain the app.
- Black and white match the captions and phone frames, but not the lilac, yellow and green accents.
- 01
Captions read as one sentence
Screenshots 1 to 3 run together: find the people you cross paths with, in your favorite Spots, and all around you. It flows in order, but captions 2 and 3 are weak alone.
- 02
Callouts point at the idea
Floating labels such as “You cross paths often” sit on top of the UI, so the eye goes to the point of each screen instead of the whole profile.
- 03
Named places make it feel local
Gordon's Wine Bar, Hoxton and London appear in the UI. The app's location idea comes across through examples, not through an explanation.
- 04
Safety comes right after location
The map is on screenshot 3 and “Your exact location is hidden” is on screenshot 4, so the worry is addressed as soon as it can come up.
- 05
Same stage until the match moment
Cream background, black caption and the same phone outline repeat until the last image, which breaks the pattern for the match moment.
ASO score breakdown
70 of 100 points. The full rule is under “How the ASO score works” below.
- App name21 / 25
- Uses 17 of 30 characters5.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots20 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for0/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings14 / 25
- 4.3 average (full marks at 4.8)5.6/15
- 49,047 ratings (full marks at 100,000)8.5/10
- Freshness15 / 15
- Last update 6 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+11 pts
4.3 stars from 49,047 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+4 pts
13 characters are free. Add the next most important search term.
Apply it to your app
A checklist for your next product page update.
- Write each caption so it makes sense without the one before it.
- Use small callouts to point at the part of the screen your caption is about.
- If a feature can raise a worry, answer it on the next screenshot, using only what the app does.
- Use real places or situations your audience knows in your example UI.
- End on the moment people install the app for.
- If your icon is abstract, make screenshot 1 say clearly what the app does.
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 “happn: dating app”, which uses 17. 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.
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. happn uses 8.
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.
- happn: dating 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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