Updated ASO teardown, US App Store
INTVL 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
- 92K−11% vs previous month
- Est. monthly revenue
- $204K−1.1% vs previous month
- Est. revenue ÷ downloads
- $2.22
- Rating
- 4.7★5.7K 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
- What it shows
- The INTVL wordmark above a phone showing a run on a map: a shaded area, “10.22 km² territory captured”, distance, duration, speed and a Pause Run button.
- Why it converts
- Shows the app in use with real numbers, so a visitor sees a run turning into map area. No caption says what the app is, so the visitor has to work out the idea from the map.
#2In search results
Claim your territory
- territorynot in name
- What it shows
- A color-coded city map with one red area, a card reading “You stole three players territories” and avatars with stolen percentages.
- Why it converts
- Names the game idea in two words. The map and the “stole” card show that other people compete for the same ground, which is the hook.
#3In search results
Plan your routes
- routesnot in name
- What it shows
- A route planner on a dark map: a green closed loop, 3.93 km distance, 0.9 km² capture, a Draw button and a green Save button.
- Why it converts
- Shows the planning step in one clear screen. The green loop and Save button are easy to read, and the caption names a feature runners look for.
#4
Move with your phone or device
- phonenot in name
- devicenot in name
- What it shows
- A bike computer and a sports watch in front of the phone, with an activity picker (Run / Walk, Bike / Ride) at the bottom.
- Why it converts
- Answers a common question before download: can I use my own watch or bike computer? The two device photos make that clear without extra text.
#5
Compete on the global stage
- globalnot in name
- What it shows
- A world leaderboard with a top-three podium, ranked rows in km², and a highlighted row for the viewer's own rank.
- Why it converts
- Shows the social side and a reason to keep running: a rank to climb. The viewer's own row makes the ranking feel personal.
#6
The world is the game
- gamenot in name
- What it shows
- A 3D globe over Europe with coloured territory patches, a Solo/Private/Club switch, Plan and Start buttons and a tab bar.
- Why it converts
- A big-picture view of the whole idea: the map is the playing field. It also shows how to start, with the Start button in plain sight.
Icon and design system
What makes the page read as one brand at a glance.
- One idea: the app name in bold type on a flat green field.
- The icon is text, not a picture, so it does not hint at running or maps. The name has to do that work.
- Green is the accent color in the screenshots too, so the icon and gallery look like one brand.
- 01
Short bold headlines
Most headlines are black italic capitals in two lines, three to six words each. Each one names one thing: claim, plan, move, compete.
- 02
One green accent across the set
Green appears in the icon, the route loop, the buttons and the highlighted words, so the set reads as one system.
- 03
A game frame for a running app
Words like “territory”, “stole”, “compete” and “game” tell the visitor this is not only a tracker.
- 04
App screens filled with numbers
Maps, distances, areas and ranks are filled in.
- 05
Device photos answer a doubt
A bike computer and a watch sit in front of the phone, so a visitor who owns one sees that it fits.
ASO score breakdown
57 of 100 points. The full rule is under “How the ASO score works” below.
- App name2 / 25
- Uses 5 of 30 characters1.7/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots23 / 35
- Caption on every screenshot4.2/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings17 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 5,661 ratings (full marks at 100,000)3.8/10
- Freshness15 / 15
- Last update 31 days ago (full marks within 30)14.9/15
Where the points are
- Use the rest of the app name+23 pts
25 characters are free. Add the next most important search term.
- Ask happy users for a rating+8 pts
4.7 stars from 5,661 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
6 caption terms aren't in the app name: territory, routes, phone, device, global, game. 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.
- Put a short caption on screenshot 1 that says what the app does.
- Write each headline as one idea in a few words.
- Name the hook of your app in a headline, using words your users already know.
- Show your UI filled with believable numbers, not empty states.
- Answer a common doubt, such as device support, in its own screenshot.
- Reuse the icon's accent color in buttons and highlights.
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. 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. INTVL uses them for territory and routes.
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. INTVL 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.
- INTVL 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.
Related
Your product page wins the install.Know which campaign sent it.
Airbridge Core shows which Meta, TikTok, Google and Apple Ads campaign brought each user and what they paid. Trusted by 1,000+ brands processing 100B+ events a month. $40+/mo after a 30-day free trial, no annual contract.