Updated ASO teardown, US App Store
Kiwibit App Store optimization
A Utilities 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
- 27K+38.1% vs previous month
- Est. monthly revenue
- $80K−20% vs previous month
- Est. revenue ÷ downloads
- $2.96
- Rating
- 4.9★6K 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
Keep it Simple, Work it Out
- What it shows
- A bird feeder with two cameras, a goldfinch on the perch saying “Hi” in a speech bubble, and the Kiwibit logo with a small tagline at the bottom.
- Why it converts
- Shows the hardware and a friendly bird, so a visitor sees what the camera is. It is a brand splash, not the app in use. It says little about what the app does.
#2In search results
Access & manage all your devices in one app.
- devicesnot in name
- What it shows
- A home screen with two camera tiles, Front door and Backyard, each showing a live preview with Wi-Fi and battery icons.
- Why it converts
- Names the job of the app: one place for every camera. The tiles show real footage, so the use is clear.
#3In search results
See, talk, and respond in real time.
- real timenot in name
- What it shows
- A live Front door view with a person on a porch, a tap-to-talk microphone, and buttons for Sound, History, White Light and Alarm.
- Why it converts
- Shows two-way action, not just viewing. This leans toward home security.
#4
AI identifies 10,000+ birds and captures amazing moments.
- birdsnot in name
- What it shows
- A Birds list headed “17 Bird Species Spotted”, with a large mourning dove card and smaller cards for a California towhee and a northern cardinal.
- Why it converts
- The caption makes the app’s own claim of 10,000+ birds. The screen shows large bird photos.
#5
Smarter notifications for smarter security.
- notificationsnot in name
- What it shows
- A lock-screen alert for Front door reading “A new package seems to be delivered.”, with a photo of a person carrying a box and Do not disturb and Activate Alarm options.
- Why it converts
- A concrete example of what an alert says. This is a clear use case, not a vague slogan. The caption itself is generic, so the photo does the work.
#6
Replay what matters, when it matters.
- replaynot in name
- What it shows
- An Activity screen with Cloud and SD card tabs, a week calendar, and a list of clips with times and small icons for birds, pets, people and cars.
- Why it converts
- Shows how to find past events. The calendar and icons make the list easy to scan. The caption is general, and the clip list is small text at thumbnail size.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a bird in a ring, hints at both bird watching and a camera lens.
- Dark green on lime green gives strong contrast and a simple background.
- No text, so it stays clear at small sizes. The lime color matches the green accents inside the screenshots.
- 01
Hardware first, app second
The first image shows the physical feeder and a bird, with no app screen. Visitors see the product before the software.
- 02
White caption on a dark top band
Most app screens have a bold white two-line caption at the top and a phone below. Swiping through feels like one set.
- 03
Accent color changes behind the phones
Green, beige, yellow, orange and blue sit behind the phones. The layout stays similar while the color changes.
- 04
Real footage fills the screens
Camera views, birds, a package delivery and a pet are shown as photos. The product value is visible without reading.
- 05
Two uses in one app
Some images speak to bird watching and others to home security. The mix gives a visitor more than one reason to install.
ASO score breakdown
59 of 100 points. The full rule is under “How the ASO score works” below.
- App name2 / 25
- Uses 7 of 30 characters2.3/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots23 / 35
- Caption on every screenshot5/5
- 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
- Ratings19 / 25
- 4.9 average (full marks at 4.8)15/15
- 5,963 ratings (full marks at 100,000)3.9/10
- Freshness15 / 15
- Last update 13 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+23 pts
23 characters are free. Add the next most important search term.
- Ask happy users for a rating+6 pts
4.9 stars from 5,963 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: devices, real time, birds, notifications, replay. 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.
- Make the first image show what the app does, not only the product or a logo.
- If you sell hardware, pair it with an app screen early so the app is clear.
- Keep one caption layout and change only the accent color for variety.
- Use real content, such as photos and clips, to show the result.
- Name concrete uses in captions. “See, talk, and respond” beats a general slogan.
- Make key controls large enough to read at thumbnail size.
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. Kiwibit uses them for devices and real time.
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. Kiwibit 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.
- Kiwibit 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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