Updated ASO teardown, US App Store
Letterly: AI Note Taker 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
- 11K+37.7% vs previous month
- Est. monthly revenue
- $30K+0% vs previous month
- Est. revenue ÷ downloads
- $2.73
- Rating
- 4.7★1.1K 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
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
Speech into the text you need
- speech to textnot in name
- What it shows
- A hand holding a phone that shows a live recording screen with a large waveform, a multi-speaker switch and a red record button.
- Why it converts
- Answers what the app does in the headline and shows recording in use, not a logo. The phrase names speech to text, a feature people look for.
#2In search results
Record anything. Let AI write it.
- aiin name
- What it shows
- Four colored words on a pink background: Meetings, Notes, Content, Journaling. A button at the bottom reads “or upload existing audio”.
- Why it converts
- Lists the use cases in four large words, so a visitor can find their own. The upload line adds a second way to start. It shows no app UI, so the how stays unclear.
#3In search results
Dictate straight into any app
- dictatenot in name
- What it shows
- A phone with a keyboard that has a red recording bar above it. The text field reads “I dictated this text using Letterly”. WhatsApp and Messages icons sit at the corners.
- Why it converts
- Shows a use that is different from the notes app: typing by voice inside other apps. The app icons make the “any app” claim concrete.
#4
Capture thoughts on the go
- What it shows
- A phone recording screen and an Apple Watch recording screen with Pause and Done buttons, on a pink background with a hand-drawn arrow.
- Why it converts
- Shows that recording also works from a watch. The caption is a general benefit line and does not name a feature.
#5
Record meetings. Get the summary.
- meeting summarynot in name
- What it shows
- Google Meet, Zoom and Teams logos above a meeting transcript with named speakers. A summary card lists three action items.
- Why it converts
- Shows the result of a recording, not only the recording. The meeting app logos show where it fits into a work day.
#6
Recognizes 90+ languages
- languagesnot in name
- What it shows
- A language list with Auto-detect checked and flags for German, Hindi, Spanish, Portuguese, Russian, Italian, Chinese, Japanese and Korean. A large English bar is enlarged over the list.
- Why it converts
- A concrete number answers a common question for non-English speakers. The enlarged row keeps the point readable at a small size.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a microphone with two eyes, gives the app a character and hints at voice.
- No text and no UI copy. The shape on a dark field stays clear at small sizes.
- The dark background matches the dark screenshots. The pink screenshots use the icon's pink.
- 01
Alternating dark and pink backgrounds
Dark navy and soft pink alternate, and most images use the same heavy sans-serif caption. The color changes, but the system stays the same.
- 02
Use cases get their own images
Notes, dictation into other apps, a watch, meeting summaries and languages each have one image. A visitor with one need can find it.
- 03
Short verb-led captions
Most captions are short and start with a verb: Record, Dictate, Capture. The product benefit is stated in plain words.
- 04
Result next to the recording
The meetings image ends on a summary with action items. It shows what the visitor gets, not only the act of recording.
- 05
Real apps as proof of fit
WhatsApp and Messages icons, and meeting app logos, place the app inside tools people already use.
ASO score breakdown
79 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 23 of 30 characters7.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots28 / 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 signal0/5
- Ratings13 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 1,129 ratings (full marks at 100,000)0.3/10
- Freshness15 / 15
- Last update 13 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+12 pts
4.7 stars from 1,129 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.
- Use the rest of the app name+2 pts
7 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
4 caption terms aren't in the app name: speech to text, dictate, meeting summary, languages. 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.
- Say what the app does in the first headline, and show it in use.
- Give each use case its own image and a short verb-led caption.
- Show the result, such as a summary, next to the action that makes it.
- Use a concrete number, like a language count, instead of a vague claim.
- Keep one layout and font, and vary only the background color.
- Put the key line in large type so it reads when the image is small.
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 “Letterly: AI Note Taker”, which uses 23. 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. Letterly uses them for speech to text, ai and dictate.
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. Letterly 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.
- Letterly: AI Note Taker 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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