Updated ASO teardown, US App Store
Moovance 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
- 18K+0% vs previous month
- Est. monthly revenue
- $26K+0% vs previous month
- Est. revenue ÷ downloads
- $1.44
- Rating
- 4.6★48 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
FOR A CLEANER AND SAFER MOBILITY
- What it shows
- A dark navy screen with the app's glowing white bicycle-style logo in the center and a teal corner shape.
- Why it converts
- The first image shows the logo, not the app in use. It states a mission but not what the app does, so a visitor has to guess. Apple's guidelines ask for screenshots that show the app in use, not title art.
#2In search results
MEASURE YOUR CARBON FOOTPRINT
- carbon footprintnot in name
- What it shows
- A phone showing a weekly dial with 43 kg CO2 emitted, 21 detected trips and a step count, plus an advice card below.
- Why it converts
- This is the first image that says what the app does. The caption names a clear job, but it sits second, after the logo screen.
#3In search results
COLLECT POINTS MOOVES
- pointsnot in name
- What it shows
- A trip card with a cartoon cyclist, Aix En Provence to Marseille, 25 min and 750 g CO2, with Keep on hold, Edit and Validate buttons.
- Why it converts
- The illustrated card makes the reward loop easy to picture: you take a trip and confirm it. “Mooves” is the app's own term and is not explained in the caption.
#4
SUPPORT ENVIRONMENTAL PROJECTS
- environmental projectsnot in name
- What it shows
- An Actions screen with a forest photo, a tree-planting project, a 30% funded bar and an Act now button.
- Why it converts
- Shows where the points can go. A real project with a progress bar gives the visitor a concrete reason to collect them.
#5
ENJOY ADVANTAGES
- advantagesnot in name
- What it shows
- An Advantages screen with a 60.54 euro balance, a Transfer button and partner offers for shared bikes and scooters.
- Why it converts
- Shows a second use for points: money and partner offers. “Advantages” is a vague word.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, two wheels joined by an M shape, doubles as the brand letter and a bike.
- The teal and navy match the colors used across the screenshots, so icon and gallery look like one brand.
- Thin white lines and no text keep it simple, but the thin strokes may be faint at the smallest sizes.
- 01
Short all-caps captions
Each caption is two short lines of bold white or teal capitals at the top. They are easy to read at a glance.
- 02
Alternating teal and navy backgrounds
Backgrounds switch between solid teal and dark navy, with a curved shape at the edge. The change adds variety inside one system.
- 03
Mostly one app screen per caption
Most images pair one caption with one real screen: footprint, trips, projects, balance. The caption says what that screen is for.
- 04
A first image that does not show the app
The opening image is a logo and a mission line. It leaves out the app in use, which is where the other images do their work.
- 05
App-specific words
“Mooves” and “Advantages” are the app's own terms. They work once a visitor knows the app, but they name nothing a new visitor would look for.
ASO score breakdown
52 of 100 points. The full rule is under “How the ASO score works” below.
- App name3 / 25
- Uses 8 of 30 characters2.7/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots23 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings11 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 48 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 5 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+22 pts
22 characters are free. Add the next most important search term.
- Ask happy users for a rating+14 pts
4.6 stars from 48 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: carbon footprint, points, environmental projects, advantages. 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.
- Show the app in use in screenshot 1, not only the logo.
- Say what the app does in the first caption, not only why it exists.
- Give each screenshot one caption and one screen.
- Explain your own terms, or pair them with a plain word like “rewards”.
- Use big, high-contrast caption text so it reads at thumbnail size.
- Show the reward or outcome with a real example, such as a named project or a balance.
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. Moovance uses them for carbon footprint and points.
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. Moovance 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.
- Moovance 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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