Updated ASO teardown, US App Store
InPulse - 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
- 50K−29.3% vs previous month
- Est. monthly revenue
- $501K−17.6% vs previous month
- Est. revenue ÷ downloads
- $10.02
- Rating
- 4.6★180K 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Measure HEART RATE
- heart ratein name
- What it shows
- A finger on the rear camera and flash next to a phone showing a measuring screen with a 68 BPM heart.
- Why it converts
- Says what the app does in the first frame and shows how: a fingertip on the camera, no extra device. The caption names the main topic, heart rate.
#2In search results
Log BLOOD PRESSURE
- blood pressurenot in name
- What it shows
- A blood pressure card (120/80 mmHg, Elevated) lifted above a phone showing the Add Data entry picker.
- Why it converts
- Blood pressure is a different topic from heart rate, so it may speak to another group of visitors. The word "Log" and the entry picker show that you type the reading in.
#3In search results
Record OXYGEN LEVEL
- oxygen levelnot in name
- What it shows
- An oxygen screen with 99%, a weekly chart, a day selector and a "Normal" gauge.
- Why it converts
- Adds another number a visitor may want to track. The big caption and the single gauge keep one idea per image.
#4
Check STRESS & ENERGY
- stressnot in name
- energynot in name
- What it shows
- Overlapping stress (43, Moderate) and energy (64) cards with trend lines and a gauge.
- Why it converts
- Names two more topics people look for. The two cards overlap.
#5
Develop GOOD HABITS
- good habitsnot in name
- What it shows
- Colored habit cards for measuring heart rate, drinking water, yoga, meditation and walking, drawn as illustrations.
- Why it converts
- Shifts from measuring to a habit-building reason to install. It uses illustrations instead of the app UI.
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.
- The ring adds a second shape, but the heart stays the clear focus.
- No text, and the palette is red and white.
- 01
Two-tier captions
A short verb on top, then the topic in bold capitals. The topic is the part the eye lands on.
- 02
One topic per image
Each image names one health number or habit: heart rate, blood pressure, oxygen, stress and energy, habits.
- 03
Color changes between images
Pink, teal, blue, orange and green share a plus-sign pattern and a similar caption style, so the set reads as one system.
- 04
UI cards lifted above the phone
Key readings sit on cards that break out of the device frame. Some stay large and clear, others overlap and get crowded.
- 05
First image shows how to measure
A hand on the rear camera shows the method before any chart. The later images show logged data.
ASO score breakdown
75 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
- Screenshots30 / 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 signal0/5
- Ratings21 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 179,978 ratings (full marks at 100,000)10/10
- Freshness0 / 15
- Last update 378 days ago (full marks within 30)0/15
Where the points are
- Ship an update+15 pts
The last update was 378 days ago. A new version also refreshes the "What's New" notes people read before they download.
- Ask happy users for a rating+4 pts
4.6 stars from 179,978 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.
- Check caption terms against your subtitle and keywords
5 caption terms aren't in the app name: blood pressure, oxygen level, stress, energy, good habits. 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 the main use and how it works in the first image.
- Name one topic per image in a large caption.
- Start each caption with a short verb, then the keyword in big type.
- Keep one caption style and change only the background color.
- Avoid overlapping cards with small chart text.
- If you have a rating, award or user count, print it on an early image.
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 “InPulse - 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. InPulse uses them for heart rate, blood pressure and oxygen level.
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. InPulse uses 5.
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.
- InPulse - 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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