Updated ASO teardown, US App Store
Movavi - Video & Reels Editor App Store optimization
A Photo & Video 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
- 161K+640.6% vs previous month
- Est. monthly revenue
- $70K+640.6% vs previous month
- Est. revenue ÷ downloads
- $0.43
- Rating
- 4.7★14.7K 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
9 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
VIDEO EDITOR
- video editorin name
- What it shows
- A timeline editor with a video preview of two people, text and music tracks, a clip strip, and a tool bar with Speed, Volume, Crop, Transition, Filters and Effects.
- Why it converts
- Says what the app is in two words and shows the real editing screen behind it. A visitor sees a full editor, not a title screen.
#2In search results
CHANGE SPEED
- change speednot in name
- What it shows
- A clip on the timeline with a speed dial set to 1x, with 0.6x, 0.8x, 1.5x and 1.7x beside it, over a preview of a person in green.
- Why it converts
- One task per image, named in plain words. The large 1x control is easy to read.
#3In search results
MUSIC
- musicnot in name
- What it shows
- A music browser with Library, iTunes and Records tabs, an Extract from video option, and genre tiles such as Soul, Trip Hop, Chill, Disco and Pop with track counts.
- Why it converts
- Shows that sound is built in, with a choice of genres and your own files. The portrait tiles are bright and easy to scan.
#4
TEXT & STYLE
- textnot in name
- What it shows
- Two smiling people with colorful text stickers over them, and a panel of text styles below with tabs such as Recent, All, Digital and Labels.
- Why it converts
- The stickers on the photo show the result before the style picker. It speaks to people who want eye-catching social clips.
#5
OVERLAYS
- overlaysnot in name
- What it shows
- A picture-in-picture clip: a person's face in a small frame over a pottery video, with two video tracks on the timeline.
- Why it converts
- Shows one use case in one frame: a reaction or talking-head layered on other footage. The caption is a feature name, not a benefit.
#6
30+ TRANSITIONS
- transitionsnot in name
- What it shows
- A close-up face behind a row of transition presets labeled Basic, Glitch, Slice and Whip, with confirm and cancel buttons.
- Why it converts
- A number makes the claim specific. The face photo adds energy.
Icon and design system
What makes the page read as one brand at a glance.
- One simple shape, four dots in a diamond, on a flat background. It has no text and no fine detail.
- The icon does not hint at video or editing, so the name and screenshots carry that meaning.
- The lime green shows up again in the speed screenshot, but the other images use black and varied photo colors.
- 01
Feature name as the caption
Most images have one or two words in bold white capitals on black, such as Change Speed or Music. The caption is a name, not a benefit sentence.
- 02
Real editing screens
Several images show the actual timeline and tool bar. A visitor sees how the editor works before installing.
- 03
Bright photos fill the preview
Photos of people fill the preview area in most images. They make the dark editor look lively and show what finished clips might look like.
- 04
A shared layout
Most images use a black background, caption on top and app screen below. Swiping reads as one set.
- 05
Captions name common editing tasks
Speed, music, text, overlays and transitions are things people look for in a video editor. The set covers them one by one.
ASO score breakdown
89 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 29 of 30 characters9.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots30 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings19 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 14,671 ratings (full marks at 100,000)5.8/10
- Freshness15 / 15
- Last update 9 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+6 pts
4.7 stars from 14,671 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
5 caption terms aren't in the app name: change speed, music, text, overlays, transitions. 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 is in the first image, and show the real screen with it.
- Give each image one feature and name it in a few words.
- Put a number in a caption when you can, like 30+ transitions.
- Use bold, high-contrast type so captions stay readable at thumbnail size.
- Fill preview areas with bright, relevant content so a dark app screen does not look empty.
- Add a rating, award or user count if you have one. This set shows none.
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 “Movavi - Video & Reels Editor”, which uses 29. 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. Movavi uses them for video editor, change speed and music.
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. Movavi uses 9.
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.
- Movavi - Video & Reels Editor 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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