Updated ASO teardown, US App Store
Jotform - Form, Sign & Survey 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
- 30K+1% vs previous month
- Est. monthly revenue
- $203K+1% vs previous month
- Est. revenue ÷ downloads
- $6.77
- Rating
- 4.9★44.8K 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
Powerful FORMS
- formsnot in name
- What it shows
- Large slogan on navy with colored dots: “POWERFUL FORMS GET IT DONE!”. No phone or app screen.
- Why it converts
- The caption uses the word “forms” but the image shows no product, so a visitor learns the category but not how the app works. “Get it done” is a general promise.
#2In search results
Create forms and surveys
- formsnot in name
- surveysnot in name
- What it shows
- A phone showing a Patient Feedback Form with name, email, number ratings and a star rating, on a blue header.
- Why it converts
- Shows the main job, building forms and surveys, with a real filled-in form. The caption names two things people look for.
#3In search results
Advanced form fields
- form fieldsnot in name
- What it shows
- A Field Worker Report Form with Take Photo, Find Location and Scan Barcode buttons and a signature box, on an orange header.
- Why it converts
- Shows concrete field types in use. A visitor can see the app goes beyond text boxes. “Advanced” is vague, but the UI makes it specific.
#4
Offline data collection
- offlinenot in name
- What it shows
- A Camp Registration Form on a green header, with a large orange no-Wi-Fi icon over the corner of the phone.
- Why it converts
- The icon makes the offline benefit clear without reading. The caption names a feature some people look for.
#5
Kiosk mode with touchless forms
- kiosk modenot in name
- touchless formsnot in name
- What it shows
- An illustration of one phone showing a QR code and a hand holding a second phone with a Feedback Form and a smiley slider.
- Why it converts
- Explains a less obvious use in a picture: scan a code, then fill in the form. The drawing style differs from the screens that show form UI.
#6
Collaborate with your team
- collaboratenot in name
- What it shows
- An Assign Form screen with a copy-link button and an invite-by-mail field, plus two round illustrations of people with a laptop and a phone.
- Why it converts
- Shows how a form is shared with others, which matters to team buyers. The people are drawings, not real users.
Icon and design system
What makes the page read as one brand at a glance.
- One abstract mark, with no text, so it stays clean at small sizes.
- The blue, orange and yellow match the caption colors and dots on the first screenshot, so icon and gallery share one palette.
- The mark does not say “forms” by itself. The name and the first caption have to do that.
- 01
Slogan first, product second
The first image is a bold slogan with no UI. The product appears from the second image on.
- 02
Short caption, then a real form
Most captions are two short lines on navy. Below, a phone shows a filled-in sample form with its own header color.
- 03
Header color changes, frame mostly stays
Blue, orange and green headers sit inside the same white phone frame and navy background. The set varies color but keeps a similar layout.
- 04
Sample forms from real settings
Patient feedback, field reports and camp registration show who uses forms. Visitors can see their own case.
- 05
Captions name features people look for
Forms, surveys, offline and kiosk mode are plain feature words. They are words a visitor might use to describe what they want.
ASO score breakdown
88 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
- Screenshots25 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings23 / 25
- 4.9 average (full marks at 4.8)15/15
- 44,780 ratings (full marks at 100,000)8.3/10
- Freshness15 / 15
- Last update 12 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+2 pts
4.9 stars from 44,780 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
7 caption terms aren't in the app name: forms, surveys, form fields, offline, kiosk mode, touchless forms, collaborate. 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 product in use on screenshot 1, not only a slogan.
- If you open with a slogan, add a clear word for the category, as “forms” does here.
- Fill demo screens with realistic sample data from real use cases.
- Use a graphic cue, such as a crossed-out Wi-Fi icon, to make a feature clear at a glance.
- Keep one frame and background across the set. Vary a single color for rhythm.
- Add a rating, award or user count if you have one. Nothing here tells a visitor who else uses the app.
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 “Jotform - Form, Sign & Survey”, 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. Jotform uses them for forms, forms and form fields.
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. Jotform 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.
- Jotform - Form, Sign & Survey 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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