Updated ASO teardown, US App Store
Quit smoking for good - Kwit 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
- 20K+0.3% vs previous month
- Est. monthly revenue
- $30K+0.3% vs previous month
- Est. revenue ÷ downloads
- $1.50
- Rating
- 4.7★2.8K 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
Quit smoking with Kwit!
- quit smokingin name
- What it shows
- A “Quit smoking with Kwit!” speech bubble from a cartoon mascot holding a no-smoking sign, with a “Application recommended by WHO” badge on top and the edge of a phone at the right.
- Why it converts
- The first image says what the app is for in plain words, so a visitor does not have to guess. The badge is the app's own claim and sits in the first image.
#2In search results
App of the day
- What it shows
- An “App of the day” laurel badge above a tilted phone showing a daily check-in with a week of mood faces and a smoke-free timer.
- Why it converts
- A second printed award-style badge adds to the trust signal. The image has no caption about a feature, so the screen itself has to carry the message.
#3In search results
Identify your cravings
- cravingsnot in name
- What it shows
- A craving screen: “I feel like smoking”, a strength slider set to 8, and a row of mood tiles such as Stressed, Lonely and Angry.
- Why it converts
- The caption names one task: record a craving. The tiles are large enough to read, and the highlighted verb makes the caption quick to scan.
#4
Understand how you feel
- What it shows
- An emotion picker titled “Today…” with a ring of faces labelled Anger, Sadness, Disgust and Fear, and a mascot peeking over the phone.
- Why it converts
- The caption speaks to feelings, which is a reason to use the app beyond a quit-date counter.
#5
Develop the best strategies
- strategiesnot in name
- What it shows
- A screen titled “I choose an alternative” with colored tiles such as “I let the craving go”, “I breathe”, “I drink water” and a raised “I get motivated” card.
- Why it converts
- Shows what the app offers when a craving hits. The raised card breaks out of the phone and gives one clear point to look at.
#6
Check your progress
- progressnot in name
- What it shows
- The home screen with a “How are you today?” banner, a weekly mood check-in, and a “Kwitter for 10 days 01 hour 25 minutes” timer, with a mascot at the top right.
- Why it converts
- Ends on the daily payoff: a running smoke-free time. It is the same screen as the second image, with a caption.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a crossed-out cigarette, says “quit smoking” before the name is read.
- Flat green background and white line art. The green is also the highlight color on the screenshot captions.
- No text and little detail, so it should hold up at small sizes.
- 01
Highlighted verb in the caption
Most captions put the verb in a green box and the rest in dark type: Identify, Understand, Develop, Check.
- 02
Printed badges up front
The first two images carry a “recommended by WHO” line and an “App of the day” badge. Both are the app's own claims, placed before any feature.
- 03
Mascot as the brand face
A cartoon character appears on several images and gives the gallery a friendly tone for a hard topic.
- 04
One quit-journey step per image in the later images
Craving, feeling, strategy, progress. Swiping reads like a short story of how the app is used.
- 05
Light blue background and one green accent
A pale background, rounded phone frame and green accent repeat across most images, and the green matches the icon color.
ASO score breakdown
81 of 100 points. The full rule is under “How the ASO score works” below.
- App name19 / 25
- Uses 28 of 30 characters9.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- 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
- 4.7 average (full marks at 4.8)13.1/15
- 2,831 ratings (full marks at 100,000)2.3/10
- Freshness15 / 15
- Last update 7 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+10 pts
4.7 stars from 2,831 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: cravings, strategies, progress. 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, in words.
- If you show a badge or award, print it exactly as it is and place it early.
- Highlight the action word in each caption so it scans fast.
- Give each image one task or one step.
- Enlarge the key card or number past the phone frame so it reads when small.
- Reuse one accent color across the icon and captions.
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 “Quit smoking for good - Kwit”, 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. Quit smoking for good uses them for quit smoking and cravings.
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. Quit smoking for good 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.
- Quit smoking for good - Kwit 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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