Updated ASO teardown, US App Store
Scoper: Profile Insights 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
- 37K+359.9% vs previous month
- Est. monthly revenue
- $25K+1.2% vs previous month
- Est. revenue ÷ downloads
- $0.68
- Rating
- 3.5★456 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
See the latest follows
- followsnot in name
- What it shows
- A purple-to-pink profile screen titled “Profile Insights” with an avatar and a “Following” list of five usernames.
- Why it converts
- Opens on the app's output, a list of who an account follows. A visitor sees what they get before any setup screen. The list text is large enough to read at small size.
#2In search results
Private and discreet, by design
- privatenot in name
- What it shows
- A username search screen with a “Private Search: off the record” tag and a card reading “No account or login needed”, “Searches stay private”, “Quick and quiet”.
- Why it converts
- Answers a likely worry about looking people up. The card states the app's own claims in short lines. The small card text is hard to read at thumbnail size.
#3In search results
Quick profile lookup
- profile lookupnot in name
- What it shows
- The same username field with the keyboard open and a “Start the search” button above it.
- Why it converts
- Shows how little input the first step takes: type a name, tap one button. The screen repeats the previous one, so it adds little new information.
#4
Never miss a new follow
- new follownot in name
- What it shows
- A lock screen with four notifications from Scoper, each saying one account started following another, with times from “Just now” to “8m ago”.
- Why it converts
- Shows the alert as it appears on the phone, a concrete reason to keep the app. It turns a lookup tool into something that keeps working after the first use.
#5
Recent follow activity at a glance
- follow activitynot in name
- What it shows
- A white phone screen with only the Scoper icon in the middle, like a launch screen.
- Why it converts
- The caption promises an overview, but the image shows no activity. Apple's guidelines say screenshots should show the app in use, not a splash screen. A real activity list would fit the caption.
Icon and design system
What makes the page read as one brand at a glance.
- The icon is the app name, so text is its only content. HIG says to include text only when it is essential.
- The gradient matches the headline and background colors in the screenshots, so icon and gallery look like one brand.
- The outlined lettering stays bold at small sizes, but the icon does not show what the app does.
- 01
Output first
The first image shows the follow list the app produces. The setup screens come after it.
- 02
One gradient system
Most images have the same purple-to-orange gradient, centered two-line headline and phone frame. The headline color matches the icon.
- 03
Short, plain captions
Headlines are short, such as “Quick profile lookup”. They name a use, not a slogan.
- 04
Answering the worry
One image is given to privacy, with a short card of three claims the app makes about itself.
- 05
System UI in the frame
A lock screen with notifications shows how the app reaches the user outside the app.
ASO score breakdown
68 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 24 of 30 characters8/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots30 / 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 system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings0 / 25
- 3.5 average (full marks at 4.8)0/15
- 456 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 22 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+25 pts
3.5 stars from 456 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.
- Use the rest of the app name+2 pts
6 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
5 caption terms aren't in the app name: follows, private, profile lookup, new follow, follow activity. 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.
- Show the result your app produces in the first screenshot, before any setup or input screen.
- Give each screenshot a new job. Do not repeat the same screen with a new caption.
- Use a real in-use screen in every slot. A launch screen tells the visitor nothing new.
- Keep headlines to a few plain words that name one use.
- Pick one color system and use it on the icon and every image.
- If a trust signal such as a rating, award or user count is real, show it early.
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 “Scoper: Profile Insights”, which uses 24. 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. Scoper uses them for follows, private and profile lookup.
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. Scoper uses 5.
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.
- Scoper: Profile Insights 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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