Updated ASO teardown, US App Store
PURE: Open-Minded Dating App App Store optimization
A Lifestyle 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
- 41K−24.9% vs previous month
- Est. monthly revenue
- $204K−6.5% vs previous month
- Est. revenue ÷ downloads
- $4.98
- Rating
- 4.3★87.2K 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
Meet & date open-minded people
- open-mindedin name
- datingin name
- What it shows
- A hand-lettered headline over a tilted phone showing a profile photo of a person with a short quote below it, on a pink and orange swirl background.
- Why it converts
- Says what the app is in the first frame: dating for open-minded people. The profile card shows what a match looks like.
#2In search results
Anything but boring
- What it shows
- A black horned one-eyed figure on an orange and pink pattern, with the app name above and New York Post, Vogue and Hypebae logos at the bottom.
- Why it converts
- Press logos give a trust signal, and the app name is clear. It shows no app screen, so a visitor learns the tone but not how the app works.
#3In search results
Be honest with your intentions
- intentionsnot in name
- What it shows
- Three illustrated cards labeled Fun dates, Long-term and Virtual under a large headline.
- Why it converts
- Shows a choice a visitor can relate to: pick what you want from dating. Large cards stay readable at small size.
#4
No space for ghosting
- ghostingnot in name
- What it shows
- A chat window with the lines "No disappearing acts?" and "Not my style.", and the large caption at the bottom.
- Why it converts
- Names a common dating complaint, ghosting, and pairs it with a short chat that reads as a witty exchange. The caption names a term people look for.
#5
Catch their attention with a gift
- giftnot in name
- What it shows
- A "You’ve got a gift" screen with an illustrated hand holding a flower, a note reading "I really liked you, let’s spend some time sometime!", and dislike and like buttons.
- Why it converts
- Shows one feature in use: sending a gift to open a chat. The real screen makes the feature easy to picture.
#6
Date like a queen
- What it shows
- A tilted phone with a profile photo of a person with long light hair and a quote below it, under a large headline on a pink swirl background.
- Why it converts
- A mood line more than a feature. It repeats the profile card format, so it adds tone but little new information.
Icon and design system
What makes the page read as one brand at a glance.
- One character, a horned figure with a single eye, is the whole symbol. It does not say “dating” on its own.
- The word PURE is the only text. It matches the app name and is large enough to read at small sizes.
- The pink and orange swirl pattern and the figure return in the screenshots, so icon and gallery read as one brand.
- 01
Two-line captions
Captions split into two lines, with the key phrase in the second.
- 02
Illustrated mascot as the brand
The same horned figure and swirl patterns appear in the icon and the screenshots.
- 03
Captions as dating pain points
Phrases like “no space for ghosting” and “be honest with your intentions” speak to things people want from dating, not to menus.
- 04
Phone shown in use, partly cropped
Tilted or cropped phones show a profile, a chat and a gift screen. The app UI supports the caption instead of filling the frame.
- 05
Press logos on one image
New York Post, Vogue and Hypebae appear at the bottom of the second image. The press mention gets its own image rather than a corner badge.
ASO score breakdown
86 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
- Screenshots32 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for6.7/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings15 / 25
- 4.3 average (full marks at 4.8)5.6/15
- 87,175 ratings (full marks at 100,000)9.7/10
- Freshness15 / 15
- Last update 14 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+10 pts
4.3 stars from 87,175 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
3 caption terms aren't in the app name: intentions, ghosting, gift. 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 screenshot 1, in plain words.
- Use one illustrated character across icon and screenshots so the brand is easy to spot.
- Write captions about what users want, such as ending ghosting, not about menu names.
- Put the key phrase of the caption on its own line.
- Show the real screen for each feature, and keep the headline as the main thing to read.
- Put press logos where they are legible, and only if they are real and relevant.
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 “PURE: Open-Minded Dating App”, 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. PURE uses them for open-minded and intentions.
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. PURE 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.
- PURE: Open-Minded Dating 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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