Updated ASO teardown, US App Store
Invoice Maker ▸ Estimate App 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
- 31K+1.4% vs previous month
- Est. monthly revenue
- $832K+1.5% vs previous month
- Est. revenue ÷ downloads
- $26.84
- Rating
- 4.8★37.1K 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
6 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Invoice Maker
- invoice makerin name
- What it shows
- A finished sample invoice with line items and a $3,450.00 total, with a “4.8” rating and five stars along the bottom.
- Why it converts
- The caption is the app's name, so it says what the app is but not what it gets you. The invoice itself shows the output, and the rating gives a first trust cue.
#2In search results
Create on-site
- What it shows
- A phone showing an invoice for a client with its paid toggle, due amount, issue date and a Send button.
- Why it converts
- Names a situation: making an invoice at the job, not at a desk. The large Send button shows the action in one glance.
#3In search results
Email or Print
- emailnot in name
- printnot in name
- What it shows
- The iOS share sheet over an invoice, with AirDrop, Messages, Mail, Gmail, WhatsApp, Print and Save to Files.
- Why it converts
- Shows how an invoice reaches the client, which answers a practical question before download. It uses the phone's own share sheet, so the steps look familiar.
#4
Super Easy Super Useful
- What it shows
- Three five-star user reviews on a dark background, one from a person who says they own a landscaping company.
- Why it converts
- Social proof from users in their own words, and one reviewer names a trade. The headline is a general claim, so the reviews carry the proof.
#5
Track statuses
- tracknot in name
- What it shows
- An invoice list with Active and Paid tabs, client names, amounts and dates, and a Create invoice button.
- Why it converts
- Shows what happens after sending: you can see which invoices are open. The list is clean and the amounts are large enough to read.
#6
Look professional
- What it shows
- A sample invoice from a small nail business with a line item, tax, total and a thank-you note, above a Send invoice button.
- Why it converts
- Speaks to the owner's outcome: a client sees a tidy document. The sample is a small-business example, which helps solo owners picture their own.
Icon and design system
What makes the page read as one brand at a glance.
- The icon is text only, so it names the app but shows no symbol. Apple's guidance says to use text only when it is essential.
- The dark teal background matches the screenshot background, so icon and gallery read as one brand.
- The red “2.0” banner adds detail that may be hard to read at the smallest sizes.
- 01
Big two-line captions
Most captions are two short lines of large white type on dark teal. They are a few words each, and none is a long sentence.
- 02
Rating on the first image
A 4.8 with five stars sits at the bottom of the first screenshot. The score is shown before any feature.
- 03
A review screen as proof
One image is only user reviews. They are in the users' own words and one names a type of business.
- 04
Job, send, track
The set moves from creating on site to emailing or printing, then tracking statuses.
- 05
Mostly plain dark background
One dark teal color repeats on most images. Only the phone or document changes, which keeps the set consistent.
ASO score breakdown
77 of 100 points. The full rule is under “How the ASO score works” below.
- App name9 / 25
- Uses 28 of 30 characters9.3/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots30 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for5/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings23 / 25
- 4.8 average (full marks at 4.8)15/15
- 37,081 ratings (full marks at 100,000)7.8/10
- Freshness15 / 15
- Last update 6 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+2 pts
4.8 stars from 37,081 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
3 caption terms aren't in the app name: email, print, track. 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 finished output, like a real invoice, in screenshot 1.
- Put a rating or user proof where visitors see it first.
- Use a caption that names a real situation, such as working on site.
- Add a screenshot for the step after the main task, such as sending or tracking.
- Use a sample that looks like your customer's own business.
- Use one background color and one caption style on every 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. 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. Invoice Maker ▸ Estimate App uses them for invoice maker and email.
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. Invoice Maker ▸ Estimate App uses 6.
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.
- Invoice Maker ▸ Estimate 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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