Updated ASO teardown, US App Store
Natural Cycles: Fertility App App Store optimization
A Health & Fitness 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
- 60K−33.4% vs previous month
- Est. monthly revenue
- $702K−0.1% vs previous month
- Est. revenue ÷ downloads
- $11.70
- Rating
- 4.8★30.3K 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
The #1 FDA Cleared birth control app
- birth controlnot in name
- What it shows
- A woman holding a phone that shows a green “Not fertile” screen, with the brand name on top. Two figures sit in a bar at the bottom: 93% effective with typical use and 98% effective with perfect use.
- Why it converts
- Names the category in the headline, so a visitor knows what the app is at a glance. A real person holding the app makes it feel human. The headline and the two figures are the app's own claims, shown early where trust matters most.
#2In search results
Predict your period
- periodnot in name
- What it shows
- A phone showing “Not fertile” on cycle day 26 with 98.04 °F, and a card that says a period is predicted in two days.
- Why it converts
- One idea per image: the headline says what the user gets, and the card turns it into a plain sentence. The card is enlarged so the text stays readable when the image is small.
#3In search results
Tailored fertility tracker
- fertility trackernot in name
- What it shows
- A month calendar with green and pink day circles, and a large callout that reads “Ovulation, Sunday – Cycle Day 14, Peak fertility”.
- Why it converts
- The color code is clear at a glance: green days and pink days. The callout picks one day and explains it, instead of asking the viewer to read the whole calendar.
#4
Track 100+ unique experiences
- What it shows
- A long list of tappable tags for skin, pain and symptoms, and mood, each with a small icon or emoji.
- Why it converts
- Shows how much can be logged, and the “100+” gives a concrete size. The screen is dense, so the detail is hard to read in a thumbnail. The caption does the work here.
#5
Sleep meets cycle insights
- sleepnot in name
- What it shows
- A sleep insights card with 7h 15m duration, 85% efficiency and a bedtime range, above a short AI-written note about sleep in the follicular phase.
- Why it converts
- Brings in a second topic, sleep, which people also look for. The floating card keeps the key numbers large. The label “NC AI” on the note shows the app's own name for this feature.
#6
Choose your measuring device
- measuring devicenot in name
- What it shows
- The app next to an “NC° Band” tag that says “Included with annual plan”, above four devices: Oura Ring, Garmin, WHOOP and Apple Watch.
- Why it converts
- Answers a practical question before install: which devices work. Showing known device names makes the setup feel familiar. The “Included with annual plan” tag states an offer in the image itself.
Icon and design system
What makes the page read as one brand at a glance.
- One simple mark: the letters NC and a degree sign on a flat purple field.
- Text is the whole icon, so it names the brand but does not show what the app does.
- Purple matches the brand name and buttons inside the screenshots, so icon and gallery look related.
- No fine detail, so it stays clear at small sizes.
- 01
Brand claim first, then features
The first image carries a headline claim, a person and two figures. The images after it each show one feature with a short headline.
- 02
One idea per headline
Most headlines are two short lines in bold black type on a pale pink background: predict your period, track 100+ experiences, sleep meets cycle insights.
- 03
Callout cards break out of the phone
A white card is enlarged past the device frame. It holds the one sentence or number that matters, so it reads at small size.
- 04
Same layout on most feature images
Most feature images use a pale pink gradient, bold headline on top and phone below. The first image changes style, to a photo.
- 05
Device and sleep images widen the offer
The last images move beyond period tracking to sleep and to supported wearables, which shows what the app connects to.
ASO score breakdown
90 of 100 points. The full rule is under “How the ASO score works” below.
- App name20 / 25
- Uses 29 of 30 characters9.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- 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
- 4.8 average (full marks at 4.8)15/15
- 30,344 ratings (full marks at 100,000)7.4/10
- 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 30,344 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: birth control, period, fertility tracker, sleep, measuring device. 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 headline so nobody has to guess what the app is.
- Put a person next to the app in image 1 when the topic is personal.
- Show a printed claim or figure only if you can stand behind it, and place it where visitors look first.
- Give every later image one headline and one idea.
- Enlarge the key sentence or number into a card that sits outside the phone frame.
- Keep dense screens, such as long lists, to a short headline that says what they are for.
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 “Natural Cycles: Fertility App”, 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. Natural Cycles uses them for birth control, period and fertility tracker.
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. Natural Cycles 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.
- Natural Cycles: Fertility App 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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