Updated ASO teardown, US App Store
OWNU 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
- 2K−1.1% vs previous month
- Est. monthly revenue
- $50K+66.7% vs previous month
- Est. revenue ÷ downloads
- $25.00
- Rating
- 4.8★3.3K 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
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
We do strength.
- strength trainingnot in name
- What it shows
- A full-bleed photo of a woman with a barbell on her shoulders, an “As featured by App Store” laurel, and a line saying it is the all-in-one strength training app for women.
- Why it converts
- Says what the app is and who it is for in the first frame. The laurel is a printed trust signal, and the large caption reads at small size.
#2In search results
Get matched with the right gym program for your life and goals
- gym programnot in name
- What it shows
- A phone showing a quiz screen: “Find your program in 3 minutes.” with a Let’s start button.
- Why it converts
- Shows the first step a new user takes and promises a fast result. The caption above the phone is long.
#3In search results
30+ gym programs for beginners and experienced lifters
- gym programsnot in name
- What it shows
- A plan library with a featured plan, filter chips and program cards, plus a circle badge reading “98% recommend the app”.
- Why it converts
- Gives a clear scale of choice and names both beginners and experienced lifters. The badge is the app’s own claim, with no source shown.
#4
Hundreds of strength-focused workouts
- strength workoutsnot in name
- What it shows
- A workout list with a Back, Biceps & Abs header, category tabs and an Advanced filter panel with frequency, duration, experience, focus and location.
- Why it converts
- Shows how a visitor can narrow a large library. The filter panel adds a lot of small text that is hard to read in search.
#5
Track your progress and know when to push harder
- track progressnot in name
- What it shows
- An exercise screen with last set and personal best, and a card to log reps and weight with an effort slider.
- Why it converts
- Sells an outcome, not a feature: knowing when to add weight.
#6
No more guessing how to perform your exercises
- exercisesnot in name
- What it shows
- Two phones: an exercise video and a how-to panel with steps and a body diagram marking where to feel the move.
- Why it converts
- Speaks to a common worry for new lifters and shows the answer on screen. Step text is too small to read at thumbnail size.
Icon and design system
What makes the page read as one brand at a glance.
- The icon is the brand name only, so it does not show what the app does.
- Dark letters on a flat yellow background.
- The same yellow is the accent color in the screenshots, so icon and gallery feel related.
- 01
Photo first, interface after
The first image is a full-bleed training photo with a large caption. Later images move to phone mockups on beige and yellow shapes.
- 02
Printed trust signals
An “As featured by App Store” laurel opens the set. A “98% recommend the app” badge appears on the third image. Neither shows a source.
- 03
Plain benefit sentences
Later captions are full sentences such as “No more guessing how to perform your exercises.” They state a benefit, but they are long for small type.
- 04
Yellow accent as the brand color
Yellow shows up in the icon, the caption emphasis, the buttons and the background shapes.
- 05
Enlarged cards over the phone
Several images pop a card out of the phone, such as the filter panel and the set logger, to point at one feature.
ASO score breakdown
58 of 100 points. The full rule is under “How the ASO score works” below.
- App name1 / 25
- Uses 4 of 30 characters1.3/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots25 / 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 system0/5
- Readable at search-result size0/5
- Trust signal5/5
- Ratings18 / 25
- 4.8 average (full marks at 4.8)15/15
- 3,290 ratings (full marks at 100,000)2.6/10
- Freshness14 / 15
- Last update 43 days ago (full marks within 30)13.7/15
Where the points are
- Use the rest of the app name+24 pts
26 characters are free. Add the next most important search term.
- Ask happy users for a rating+7 pts
4.8 stars from 3,290 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.
- Ship an update+1 pts
The last update was 43 days ago. A new version also refreshes the "What's New" notes people read before they download.
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: strength training, gym program, gym programs, strength workouts, track progress, exercises. Captions don't count for search; the subtitle and the 100-character keyword field do.
- Win back installs
Downloads fell 1.1% while revenue rose 66.7%. A product page that converts more of its visitors wins installs back without more ad spend.
Apply it to your app
A checklist for your next product page update.
- Say what the app is and who it is for in the first image.
- Use a large, short caption on the first image. Long captions in small type are hard to read.
- Put a trust signal such as an award or a rating where a new visitor sees it first.
- Write captions as outcomes, such as “know when to push harder”, not only feature names.
- Pop one card out of the phone to point at a feature, and keep its text large.
- Pick one accent color and use it in the icon, the captions and the buttons.
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. OWNU uses them for strength training, gym program and gym programs.
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. OWNU 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.
- OWNU 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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