Updated ASO teardown, US App Store
Listful - Wishlist Maker App Store optimization
A Lifestyle 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
- 100K+1.6% vs previous month
- Est. monthly revenue
- $103K+1.8% vs previous month
- Est. revenue ÷ downloads
- $1.03
- Rating
- 4.9★25.8K 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
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
Use the best wishlist app
- wishlistin name
- What it shows
- The Listful logo, then a wishlist grid of products with prices (perfume, ring, water bottle, T-shirt, speaker, sneakers). Loose product photos float around the phone.
- Why it converts
- Shows what the app makes in the first frame: a wishlist full of real products. The caption names the category, so no one has to guess from the icon.
#2In search results
Save from any store
- storenot in name
- What it shows
- An “Add wish” sheet with a search or paste-link bar and a grid of popular shop logos. A few logo cards sit on top of the grid.
- Why it converts
- Answers how items get in: from the shops people already use. Brand logos make “any store” concrete instead of a general claim.
#3In search results
Join 2M+ happy users
- What it shows
- A 4.8 App Store rating and a “2M+ happy users” badge inside laurel wreaths, three five-star review quotes, and a “wishes added” counter at the bottom.
- Why it converts
- Puts proof in the third slot, with a rating, a user count and short reviews that name gift uses. The user count is the app's own claim.
#4
Share & reserve wishes
- wishesnot in name
- What it shows
- A Fashion & Beauty list with a Share button and a “Purchased” tag floating over the phone. Two items are marked Purchased in green.
- Why it converts
- Shows the gift use case: a list others can see and mark as bought. The Purchased state makes the reserve idea visible without reading text.
#5
Choose a custom color theme
- color themenot in name
- What it shows
- A Color Theme picker with eight named swatches (Classic, Warm, Ocean, Sage, Pink, Vintage, Bold, Citrus). Pink is selected.
- Why it converts
- A personalization feature. The colorful swatches are easy to read, though the lower half of the panel is empty.
#6
Build collages in one click
- collagesnot in name
- What it shows
- A Share List sheet on the Collage tab, with a collage of product cut-outs and share buttons for Save, Messages, Story, TikTok and More.
- Why it converts
- Shows a result that people can post. The share targets suggest where the collage goes next.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a bookmark with a heart, points to saving things you like.
- The red-pink color matches the highlight words in the captions, so icon and gallery look like one brand.
- No text and little detail, so the shape stays clear at small sizes.
- 01
Black caption, one red keyword
Most captions are bold black type with one key phrase in red. The red phrase is where the eye lands first.
- 02
Real products as the visual
Product photos, shop logos and collages fill the screens. The content of a wishlist app is the products, so they sell it.
- 03
Proof in the third slot
A rating, a user count and short reviews sit right after the first two feature images. The reviews name gift uses, which matches the use case.
- 04
Floating cards break the frame
Product tiles, logo cards and tags overlap the phone edge. This adds depth and draws the eye to one element.
- 05
Captions cover a mix of needs
The captions name saving, sharing, reserving, themes and collages. Each is a short phrase a visitor can scan.
ASO score breakdown
93 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 24 of 30 characters8/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- 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
- Ratings22 / 25
- 4.9 average (full marks at 4.8)15/15
- 25,786 ratings (full marks at 100,000)7.1/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+3 pts
4.9 stars from 25,786 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
6 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: store, wishes, color theme, collages. 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.
- Name your category in the first caption, and show real content from it.
- Show how people get started, such as where items come from.
- Use real product or brand visuals when they make a claim concrete.
- Place proof early, and only print numbers you can back up.
- Keep one caption style and one accent color across the gallery.
- Pick one phrase per caption to color, so the key word reads first.
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 “Listful - Wishlist Maker”, which uses 24. 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. Listful uses them for wishlist and store.
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. Listful 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.
- Listful - Wishlist Maker 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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