Updated ASO teardown, US App Store
Open English: Learn English App Store optimization
A Education 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
- 10K−50% vs previous month
- Est. monthly revenue
- $29K−50% vs previous month
- Est. revenue ÷ downloads
- $2.90
- Rating
- 4.7★10.4K 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
Learn English easier and faster with the best online method
- learn englishin name
- What it shows
- A smiling man pointing at the caption on a blue and yellow background, with the Open English logo at the bottom. No app screen is shown.
- Why it converts
- Puts a person in the first frame, pointing at the caption. It shows no app screen yet, and “best online method” is the app's own claim with nothing behind it on the image.
#2In search results
Unlimited classes with native teachers
- native teachersnot in name
- What it shows
- A phone showing a level 5 to 6 progress bar, a league card with a rank, and a Live Classes list with a Travel Destinations card.
- Why it converts
- Names the main offer: live classes with native teachers. The screen shows how a visitor books a class and tracks progress.
#3In search results
24/7 access. Learn while you virtually travel around the world
- 24/7 accessnot in name
- What it shows
- A blue-tinted photo of the Statue of Liberty with a dotted line crossing the frame. Only the edge of a phone is visible.
- Why it converts
- Sells flexibility (any time) and a theme (travel). The photo is the main element and no app UI is visible.
#4
Practice your vocabulary, grammar and conversation skills with lessons and practices
- vocabularynot in name
- grammarnot in name
- What it shows
- A phone showing a video call with a smiling teacher wearing a headset, and a Wrap-up list of three discussion questions below.
- Why it converts
- Shows the live class itself: a real teacher on a video call. The caption names three skills a learner may look for.
#5
Get familiar with common expressions and learn with interactive videos
- common expressionsnot in name
- What it shows
- A waving hand emoji and a phone cropped at the right edge, showing a Unit 4 lesson card, “Get the Hang of It”, and a Practice section.
- Why it converts
- Shows the self-study side: lesson units with video. The phone is cropped and the lesson text is cut off, so the screen is hard to read. The caption does the work.
#6
- What it shows
- A panorama continued from the previous image: two cropped phones with lesson cards, one locked and marked In progress, over a blue city skyline.
- Why it converts
- The image has no caption. It works as the second half of a wide scene, so on its own it explains little. It mostly adds visual flow when someone swipes.
Icon and design system
What makes the page read as one brand at a glance.
- The icon is the logo wordmark. The name is readable, so it says the brand but not the subject by itself.
- Text is a lot of the icon. Apple's icon guidance says to include text only when it is essential, and the small letters may be hard to read at small sizes.
- White background with a blue frame. The blue links it to the blue screenshots.
- 01
Teacher-led offer
Two images name native teachers or show a live video class. The offer is people, not only an app.
- 02
Blue and yellow caption system
White text with a yellow or underlined keyword on blue. The same colors and a dotted line repeat across several images.
- 03
City and travel scenes
Landmark photos and skylines sit behind the phones. They set a travel theme.
- 04
Screens cropped at the edge
Phones are cut off at the side so one scene runs across images. It looks designed, but the lesson text gets cut off.
- 05
Captions name skills
Vocabulary, grammar, conversation and common expressions appear in the captions, matching what learners look for.
ASO score breakdown
75 of 100 points. The full rule is under “How the ASO score works” below.
- App name19 / 25
- Uses 27 of 30 characters9/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- Screenshots23 / 35
- Caption on every screenshot4.2/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings18 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 10,351 ratings (full marks at 100,000)5.1/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+7 pts
4.7 stars from 10,351 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: native teachers, 24/7 access, vocabulary, grammar, common expressions. 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 does in the first image, and show the product too, not only a person.
- Name the main offer in a short caption, such as who teaches or how often.
- If you use a wide scene across images, check that each image still makes sense alone.
- Keep key UI large enough to read at thumbnail size, or crop to the part that matters.
- Use the words your users use for skills and topics in the caption text.
- Back a broad claim like “best” with a rating, a number or a named source, or leave it out.
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 “Open English: Learn English”, which uses 27. 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. Open English uses them for learn english, native teachers and 24/7 access.
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. Open English 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.
- Open English: Learn English 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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