Updated ASO teardown, US App Store
Markup R-XP 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
- 5K+20.5% vs previous month
- Est. monthly revenue
- $30K+0% vs previous month
- Est. revenue ÷ downloads
- $6.00
- Rating
- 4.7★3.1K 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
8 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
Markup charts as you stitch
- markup chartsnot in name
- What it shows
- A cross-stitch chart with colored symbols, a yellow highlight, a red stepped line, a blue arrow and a note reading “Use two strands here”. A “Markup: 4.07%” bar and a thread code (DMC 17) sit at the top.
- Why it converts
- Opens on the main job of the app: marking up a chart while you work. A visitor can see what the app is for without reading the description. The caption is short and uses the app's own verb, but the dense chart is hard to read at thumbnail size.
#2In search results
Zoom in. See every detail
- What it shows
- A close-up of chart cells with large black symbols such as flowers, spades and arrows, with the same top bar and bottom toolbar.
- Why it converts
- Shows a concrete answer to a common worry about charts on a phone: can I read the symbols? The symbols are large, so this one is clear even when small. The caption is a short benefit.
#3In search results
Edit PDF charts in-app
- pdf chartsnot in name
- What it shows
- A page grid of a PDF pattern (cover, instructions and chart pages) with a small tool menu and a Next button.
- Why it converts
- Names the file type people start from. A visitor who owns PDF patterns learns they can use them here.
#4
All your projects in one place
- What it shows
- A home screen with a “Tip of the day” card, a project named dragon.pdf with a colorful dragon picture, a Continue Stitching button and a bottom tab bar.
- Why it converts
- Shows the app's home base and a finished, colorful picture. The caption is a general phrase.
#5
Import PDF, scans and photos
- import pdfnot in name
- What it shows
- Four chart pages from an imported file shown small, with a color list on the right that pairs thread colors with symbols.
- Why it converts
- Lists the kinds of input the app takes, which answers “will it work with my pattern?”. The caption is plain and specific.
#6
Join multi-page charts seamlessly
- multi-page chartsnot in name
- What it shows
- One joined chart of a dragon picture with row numbers on the edge and the same thread list on the right.
- Why it converts
- Shows separate pages joined into one chart. The line is long and the word “seamlessly” is the claim; the picture backs it up.
Icon and design system
What makes the page read as one brand at a glance.
- One object, a highlighter pen, points to “markup”. The grid of shapes hints at a chart.
- Pink pen on a purple grid matches the purple background and blue frames in the screenshots.
- Large shapes and few details, with no text, so it should hold up at small sizes.
- 01
Short caption at the top
Most images have a short bold caption in dark purple above the phone. The caption is easy to find.
- 02
Real screens, not mockups
Most images show the app as a user would see it, with real chart data and a visible status bar. A visitor sees the tool, not an illustration.
- 03
A short tour of chart tasks
Import, join pages, markup, zoom and manage projects each get an image, so the set reads like a short tour.
- 04
Names the file types people use
“PDF”, “scans” and “photos” appear in captions. People who look for those words see them named.
- 05
Same frame on most images
A lavender background, a blue phone frame and a dark purple bold caption repeat across most of the set, and the colors echo the icon.
ASO score breakdown
57 of 100 points. The full rule is under “How the ASO score works” below.
- App name4 / 25
- Uses 11 of 30 characters3.7/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots22 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for6.7/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size0/5
- Trust signal0/5
- Ratings16 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 3,100 ratings (full marks at 100,000)2.5/10
- Freshness15 / 15
- Last update 19 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+21 pts
19 characters are free. Add the next most important search term.
- Ask happy users for a rating+9 pts
4.7 stars from 3,100 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: markup charts, pdf charts, import pdf, multi-page charts. 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 job of your app in screenshot 1, shown in real use.
- Keep each caption to one short line. Do not add a small sub-caption.
- Name the inputs or file types your users start with, in the words they use.
- Crop or enlarge the part of a busy screen you want seen, so it reads at thumbnail size.
- Order screenshots as a story: start, work, result.
- Repeat one frame, one background and one caption style so the set looks like one product.
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. Markup R-XP uses them for markup charts and pdf charts.
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. Markup R-XP uses 8.
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.
- Markup R-XP 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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