Updated ASO teardown, US App Store
Language Learning: Pingo AI App Store optimization
A Education 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
- 209K+2.8% vs previous month
- Est. monthly revenue
- $418K+2.8% vs previous month
- Est. revenue ÷ downloads
- $2.00
- Rating
- 4.6★15.9K 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
Learn a new language by talking
- language learningin name
- What it shows
- A phone showing a voice chat with a Japanese greeting and an English reply, ringed by country flags, under a printed “4.8 · Loved by 8M+ language learners” line.
- Why it converts
- Says what the app does and how in the first frame: you learn by speaking. The rating and user count are the app's own claim, placed where search results show them.
#2In search results
Speak in real conversations
- conversationsnot in name
- What it shows
- A Spanish chat card, “Day one in Spanish”, with a food-ordering exchange, and scenario tiles for Mexico City, Street Food and Family Visit.
- Why it converts
- Shows a concrete use case instead of a general promise. The scenario tiles let a visitor picture a real trip or situation.
#3In search results
Get feedback as you speak
- feedbacknot in name
- What it shows
- A French cafe chat with a tip bubble: Try “Je voudrais...” to sound more polite.
- Why it converts
- Shows the benefit of the feature, not just the screen: someone corrects you as you talk. The tip is short enough to read at a glance.
#4
A plan built around your goals
- What it shows
- A “First week in Rome” card with three objectives and a progress path, a “Your Goals” tile and a “Plan with Pingo” button.
- Why it converts
- Speaks to learners who want a goal, such as a trip, not only practice. The checked step and path make progress easy to understand.
#5
Learn words you'll actually use
- vocabnot in name
- What it shows
- A Practice screen labelled Vocab Coach, with a Korean phrase card and the English meaning “Nice to meet you!”.
- Why it converts
- “Actually use” answers a common worry about word lists. A single large card keeps the screen simple and readable.
#6
Watch your fluency grow
- fluencynot in name
- What it shows
- A dashboard with a history card, level 3, 64 new vocab, a practice tile and a 35 day streak.
- Why it converts
- Ends on progress and habit, which gives a reason to keep using the app. The big numbers stay readable when small.
Icon and design system
What makes the page read as one brand at a glance.
- One simple shape group of dots and bars, with no text, so it is easy to recognize at small sizes.
- The blue, yellow and pink colors repeat in the screenshots, so icon and gallery look like one brand.
- The white background has little contrast at the edges, so it may blend into light home screens. Worth testing.
- 01
Mostly verb-led captions
Most captions start with an action: learn, speak, get, watch. The benefit is clear in four or five words.
- 02
Mostly one idea per screenshot
Talking, real conversations, feedback, a plan, vocab and progress each get their own image.
- 03
Real sample content
Screens show actual phrases and scenarios, such as ordering tacos or a first week in Rome, not empty UI.
- 04
Rating on the first image
The first image prints “4.8 · Loved by 8M+ language learners”. This is the app's own claim, shown next to the core promise.
- 05
Icon motif inside the UI
The dots-and-bars mark appears in the chat screens and cards. It ties the screenshots back to the icon.
ASO score breakdown
84 of 100 points. The full rule is under “How the ASO score works” below.
- App name19 / 25
- Uses 27 of 30 characters9/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- Screenshots33 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings17 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 15,874 ratings (full marks at 100,000)6/10
- Freshness15 / 15
- Last update 3 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+8 pts
4.6 stars from 15,874 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
4 caption terms aren't in the app name: conversations, feedback, vocab, fluency. 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 your core action and how it works in the first caption.
- Add a rating or user count to the first image only if it is true and current.
- Write each caption as a verb plus a benefit, in a few words.
- Fill screens with realistic sample content, not placeholder text.
- Give each screenshot one job, and put the strongest one first.
- Reuse your icon shapes and colors inside the screenshots.
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 “Language Learning: Pingo AI”, which uses 27. 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. Language Learning uses them for language learning, conversations and feedback.
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. Language Learning 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.
- Language Learning: Pingo AI 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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