Updated ASO teardown, US App Store
Homebase: Employee Scheduling App Store optimization
A Business 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
- 104K+2.3% vs previous month
- Est. monthly revenue
- $105K+2.3% vs previous month
- Est. revenue ÷ downloads
- $1.01
- Rating
- 4.8★96.8K 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
10 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
Hire. Schedule. Pay in one easy app.
- schedulenot in name
- What it shows
- A tilted phone with a “Clocked in at 9:30am” card, a Clock out button and an earnings total, under the line “Trusted by 150,000 small businesses and millions of hourly workers.”
- Why it converts
- Names the three jobs the app does in the first line, so a visitor knows what it is before reading anything else. The printed user count is the app's own claim.
#2In search results
Best payroll for hourly teams Best payroll for small business
- payrollnot in name
- What it shows
- Two press logos, each with a “Best payroll for…” line, a “Take a break” card and a Cash Out $100 button, and a “4.6 Star Rating from Capterra” badge.
- Why it converts
- Puts named outside sources in the first screens, which can ease doubts about a payroll app. The claims are printed as the app's own.
#3In search results
Build & share schedules in minutes.
- schedulesnot in name
- What it shows
- A weekly schedule with draft shifts and a large “Build schedule” button with a checkbox, pulled out of the phone.
- Why it converts
- Shows the scheduling feature that matches the app name, with a speed promise in the headline. The enlarged button makes the one action easy to see.
#4
Use our GPS-enabled time clock from any phone or tablet.
- time clocknot in name
- gpsnot in name
- What it shows
- A map with two pins above a “Confirm clock in” sheet listing location, shift and role, with a purple confirm button.
- Why it converts
- Shows how clocking in works, which a manager can picture using. “Time clock” is a feature people look for.
#5
Clocked time flows into review-ready timesheets.
- timesheetsnot in name
- What it shows
- A Review payroll screen with payday and totals, an “Autopayroll is on” card, a “You got paid today!” card, and a “4.5 Star Rating from U.S News” badge.
- Why it converts
- Links clocking in to payroll, so the screens read as one flow. A second named rating sits near the bottom. Its source is printed, but it is not checked here.
#6
Run automatic payroll from approved timesheets.
- payrollnot in name
- timesheetsnot in name
- What it shows
- A pay period review with a total of 628 hrs and a pulled-out card showing a team member's paid hours and “12 time card issues”.
- Why it converts
- Shows the review step before pay is run. Highlighting one card keeps the screen from feeling crowded.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a lowercase h, with no extra detail.
- The letter is the brand name's first letter, so it does not show what the app does.
- Purple matches the headline and button color in the screenshots, so icon and gallery read as one brand.
- 01
Headline above or below the phone
Most images have a large bold headline in purple and dark navy. Words that carry the feature, such as “schedules” or “payroll”, are in purple.
- 02
Mostly one job per image
Scheduling, time clock, timesheets and payroll each get their own image.
- 03
Cards pulled out of the phone
A button or card is enlarged and overlaps the frame. The eye goes to the one thing the headline talks about.
- 04
Named sources on the images
Press logos and rating badges from Capterra and U.S News are printed on the second and fifth images.
- 05
Similar layout across the set
Light background, tilted or straight phone, purple highlights. Swiping reads as one story, not separate ads.
ASO score breakdown
100 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 29 of 30 characters9.7/10
- 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
- Ratings25 / 25
- 4.8 average (full marks at 4.8)15/15
- 96,828 ratings (full marks at 100,000)9.9/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: schedule, payroll, schedules, time clock, gps, timesheets. 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 every job your app does in the first headline, so a visitor knows what it is.
- Give each screenshot one job and one headline.
- Enlarge the button or card the headline talks about.
- Print named ratings or press mentions when your app handles money, and keep the claims accurate.
- Make headlines large and high-contrast so they read at thumbnail size.
- Keep small text, such as badge labels, short. It is hard to read in search results.
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 “Homebase: Employee Scheduling”, which uses 29. 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. Homebase uses them for schedule, payroll and schedules.
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. Homebase uses 10.
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.
- Homebase: Employee Scheduling 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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