Updated ASO teardown, US App Store
PicCollage: Frames & Filters App Store optimization
A Utilities 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
- 25K+25.3% vs previous month
- Est. monthly revenue
- $70K−22.2% vs previous month
- Est. revenue ÷ downloads
- $2.80
- Rating
- 4.7★932 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
6 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Multi-function Multi functional image editing
- image editingnot in name
- What it shows
- A home screen with four tools (grid puzzle, grid lines, seamless puzzle, cutout collage), an automatic puzzle button, an edit photo button and sample collages.
- Why it converts
- Shows the real home screen, so a visitor sees the tool menu and finished collages. The title is a general word, so it does not say which job the app does first.
#2In search results
Massive templates Massive puzzles and background templates
- templatesnot in name
- puzzlenot in name
- What it shows
- A grid of ready-made templates (birthday, anniversary, Valentine's, superhero couples) with “+ Your Photo” slots.
- Why it converts
- The placeholders show how a visitor would use a template: drop a photo in. The templates are occasion-based, which gives concrete use cases.
#3In search results
Stickers A large number of sticker materials
- stickersnot in name
- What it shows
- A portrait edited with flower and cartoon stickers, with a sticker picker open (Christmas, Halloween, Flower).
- Why it converts
- Shows the result and the picker in one frame. Stickers on the portrait show what the feature adds to a photo.
#4
Jigsaw puzzle Also use the jigsaw puzzle method
- jigsaw puzzlenot in name
- What it shows
- Two stacked group photos in a layout, with a layout picker below and a small inset showing a three-photo collage.
- Why it converts
- The layout picker shows that there are many ways to arrange photos. The inset gives a finished example next to the editing view.
#5
Frame Adjust the frame size and angle
- framenot in name
- What it shows
- A photo with a pink border, with sliders for zoom, fillet and spacing under border style and grid style tabs.
- Why it converts
- Shows the controls a user would adjust. The title names the feature in the app's name.
#6
WordArt A large number of artistic word materials
- wordartnot in name
- What it shows
- A photo with “GOOD START” in bold type and script text samples such as Fashion, Summer and Hello! below it.
- Why it converts
- Shows text styles on a real photo. The samples let a visitor judge the look before installing.
Icon and design system
What makes the page read as one brand at a glance.
- One idea: a grid of tiles with a picture in the middle says “collage layout”.
- The gradient background matches the colors in the screenshots.
- The tiles may blend into the background at the smallest sizes.
- No text and no photo, so there is nothing fine to lose when it is small.
- 01
Most screenshots name one feature
Most images name one tool: templates, stickers, jigsaw, frame, WordArt. The title is a single word or short phrase.
- 02
Title plus a second line
A large serif title, then a second line that repeats it in a sentence. The second line adds little.
- 03
Pastel color changes between images
Most images have their own background color with a matching phone frame, while layout and type stay the same. It reads as one set.
- 04
Real editing screens
Most images show an actual editing view with a photo, a tool panel and the result. The first one shows the home menu instead.
- 05
Generic first title
“Multi-function” describes the app in general terms. The feature names in later images are more specific.
ASO score breakdown
71 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 28 of 30 characters9.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots20 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size0/5
- Trust signal0/5
- Ratings13 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 932 ratings (full marks at 100,000)0/10
- Freshness14 / 15
- Last update 42 days ago (full marks within 30)13.8/15
Where the points are
- Ask happy users for a rating+12 pts
4.7 stars from 932 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 42 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
7 caption terms aren't in the app name: image editing, templates, puzzle, stickers, jigsaw puzzle, frame, wordart. 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.
- Open with the one job your app does, not a general word like “multi-function”.
- Name the feature in the words your users use, as later images here do.
- Make the second caption line big enough to read in search results, or drop it.
- Show the result of the feature, not only the controls.
- Keep one layout and type style, and vary only the background color.
- Use contrast between caption and background, especially with pastel colors.
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 “PicCollage: Frames & Filters”, which uses 28. 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. PicCollage uses them for image editing, templates and stickers.
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. PicCollage uses 6.
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.
- PicCollage: Frames & Filters 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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