Updated ASO teardown, US App Store
Heartica: Heart Rate Monitor App Store optimization
A Health & Fitness 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
- 316K−8.6% vs previous month
- Est. monthly revenue
- $632K+35.9% vs previous month
- Est. revenue ÷ downloads
- $2.00
- Rating
- 4.6★17.8K 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
Monitor your heart rate
- heart ratein name
- What it shows
- A finger on the rear camera and a live 64 BPM reading, with a quick tip and a “Powered by PPG technology” badge.
- Why it converts
- Answers the two questions a visitor has in one frame: what it does and how, with no extra device. The badge makes a camera-based reading feel credible.
#2In search results
Track stress level
- stressnot in name
- What it shows
- A chronic stress card (120, elevated stress, 7-day average) enlarged so it breaks out of the phone frame.
- Why it converts
- Adds a second reason to download beyond heart rate. The oversized card keeps the number readable in search results.
#3In search results
Log your blood pressure
- blood pressurenot in name
- What it shows
- A blood pressure card (119/79, normal) next to the entry picker.
- Why it converts
- Blood pressure is a different search from heart rate, so this one speaks to a second group of people. “Log” sets the right expectation: you enter readings, the phone doesn't measure them.
#4
Front camera pulse scan
- pulsenot in name
- What it shows
- Two phones: a face in the front camera and the pulse result.
- Why it converts
- Removes an objection: you don't need to cover the rear camera. Also covers “pulse”, another word people use for the same thing.
#5
Calculate your heart age
- heart agenot in name
- What it shows
- Heart age 45 next to an actual age of 35.
- Why it converts
- A curiosity hook. People want to know their own number, which is an emotional reason to install that a feature list doesn't give.
#6
Log glucose & oxygen
- glucosenot in name
- oxygennot in name
- What it shows
- Weekly blood sugar and blood oxygen charts.
- Why it converts
- Closes on breadth: one app for several health numbers. Placed last: these are extras, not the main reason to download.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a heart with a pulse line, says “heart rate” before the name is read.
- Red gradient matches the highlight color in every screenshot, so icon and gallery read as one brand.
- No text or fine detail, so it holds up at the smallest sizes on the home screen and in search.
- 01
Two-line captions
A short white verb line, then the keyword in large red type. The keyword is the part the eye lands on.
- 02
One feature per screenshot
Each image sells one thing. The first three cover the main searches: heart rate, stress, blood pressure.
- 03
Cards break out of the phone
The key number is enlarged past the device frame, so it stays readable at search-result size.
- 04
Same background on every image
Dark navy with a pulse-line motif. Swiping through feels like one story, not a row of separate ads.
- 05
Captions cover more reasons to download
The name covers heart rate. Captions add stress, blood pressure, pulse, heart age, glucose and oxygen, so more visitors see the thing they came for.
ASO score breakdown
84 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
- Screenshots35 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings17 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 17,772 ratings (full marks at 100,000)6.2/10
- Freshness8 / 15
- Last update 96 days ago (full marks within 30)8.4/15
Where the points are
- Ask happy users for a rating+8 pts
4.6 stars from 17,772 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+7 pts
The last update was 96 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: stress, blood pressure, pulse, heart age, glucose, oxygen. Captions don't count for search; the subtitle and the 100-character keyword field do.
- Win back installs
Downloads fell 8.6% while revenue rose 35.9%. A product page that converts more of its visitors wins installs back without more ad spend.
Apply it to your app
A checklist for your next product page update.
- Lead with the main use in screenshot 1, and show how it works if it's not obvious.
- Put the top three searches your app answers in screenshots 1 to 3. They're the ones shown in search results.
- Write captions as verb + keyword, with the keyword largest.
- Enlarge the key number or card so it reads at thumbnail size.
- Match the icon color to the screenshot highlight color.
- Use words like “log” or “track” when a feature needs manual input, so reviews don't call it misleading.
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 “Heartica: Heart Rate Monitor”, 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. Heartica uses them for heart rate, stress and blood pressure.
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. Heartica 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.
- Heartica: Heart Rate Monitor 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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