Updated ASO teardown, US App Store
Localize - Farmers Market App Store optimization
A Food & Drink 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
- 332K+191.5% vs previous month
- Est. monthly revenue
- $111K−3.2% vs previous month
- Est. revenue ÷ downloads
- $0.33
- Rating
- 4.8★20.9K 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Find Farms Near You
- find farmsnot in name
- What it shows
- A map of the Los Angeles area covered in red barn pins, category chips (All, Beef, Chicken, Dairy) and a farm card for Son Family Farm, 4.2 mi away.
- Why it converts
- Shows the core use at once: a map of farms near the viewer. A map with many pins also hints that there is plenty to choose from.
#2In search results
Over 50,000 Local Farmers
- local farmersnot in name
- What it shows
- A list of farms with photo, address, distance and small product icons, under a printed claim of over 50,000 local farmers.
- Why it converts
- Backs the first image with a scale claim and shows the list view. The number is the app's own claim, so it works as a soft trust signal, not as proof.
#3In search results
Shop Across 20+ Categories
- categoriesnot in name
- What it shows
- Floating pill labels for food types such as Beef, Chicken, Dairy, Eggs, Honey, Bison, CSA and Seafood on a green background.
- Why it converts
- Shows the range of food in one glance, so a visitor with a specific item in mind can spot it. There is no app UI here, so it explains less about how the app works.
#4
Order Farm Fresh Food
- farm fresh foodnot in name
- What it shows
- A product feed with sections for Grassfed Beef and Pasture Chicken, product photos, prices and a cart badge.
- Why it converts
- Shows that the app takes orders, not just lists farms. Real product photos and prices make the offer concrete.
#5
Members Get Rewards
- What it shows
- A green membership card, points, spend and order totals, and reward tasks with progress bars such as inviting friends and spending $100 this month.
- Why it converts
- Gives a reason to come back after the first order. It is a retention feature.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a radiating root or branch pattern, with no text.
- Dark green on off-white matches the green used in the screenshots, so icon and gallery read as one brand.
- The fine branch lines may blur at the smallest sizes, and the shape does not say farms or food by itself.
- 01
Big two-line white captions
Short white headline text in large bold type on solid green. The phrases are short and easy to read at thumbnail size.
- 02
Verb plus place or product
Captions like “Find Farms Near You” and “Order Farm Fresh Food” name the action and the thing, so the benefit is clear.
- 03
Scale claims as hooks
“Over 50,000 Local Farmers” and “20+ Categories” use numbers to show choice. These are the app's own printed claims.
- 04
Same frame on most images
Green background, same device frame and same header row. Image 3 drops the phone and uses floating labels instead, a change inside the same style.
- 05
Real content in the UI
Maps, farm photos, product photos and prices make the screens look like a working store, not a mockup.
ASO score breakdown
88 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 25 of 30 characters8.3/10
- 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 for8/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings22 / 25
- 4.8 average (full marks at 4.8)15/15
- 20,889 ratings (full marks at 100,000)6.6/10
- Freshness15 / 15
- Last update 7 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+3 pts
4.8 stars from 20,889 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
5 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: find farms, local farmers, categories, farm fresh food. 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 the main use in screenshot 1, and show it with a real screen.
- Write captions as an action plus the thing: find, shop, order.
- Use a number only if it is true, and print it large.
- Keep one background color and one device frame across the set.
- Match the icon color to the screenshot color.
- Add a trust signal such as a rating or a named source if you have one. It can sit in the first images.
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 “Localize - Farmers Market”, which uses 25. 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. Localize uses them for find farms, local farmers and categories.
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. Localize uses 5.
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.
- Localize - Farmers Market 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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