Updated ASO teardown, US App Store
Scriptation: Annotate Scripts App Store optimization
A Productivity 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
- 8K+0% vs previous month
- Est. monthly revenue
- $80K+14.3% vs previous month
- Est. revenue ÷ downloads
- $10.00
- Rating
- 4.8★3.6K 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
The industry standard app for Film & TV
- filmnot in name
- tvnot in name
- What it shows
- The Scriptation logo, a white headline, and a gold laurel badge reading “Emmy® Award Winning Tech” on a black screen. No app screen is shown.
- Why it converts
- Names the audience (film and TV) and puts an award claim up front. It does not show what the app does, so a visitor still has to guess the use. The award is the app's own printed claim.
#2In search results
Break down and mark up scripts
- mark up scriptsnot in name
- What it shows
- A script page with colored highlights, handwritten notes and a sketch, next to a vertical tool bar of highlight, underline, text and shape tools.
- Why it converts
- The first screen that shows the job: marking up a script. The highlights are large enough to read as the feature even when the page is small.
#3In search results
Transfer notes and save hours of prep
- transfer notesnot in name
- What it shows
- A “Transfer Annotations” panel moving notes from Draft 1 to Draft 2, over switches for Collate Pages, Compare Scripts and Transfer Bookmarks.
- Why it converts
- States the benefit, saved prep time, in the caption. The panel shows a task a visitor with revised drafts will recognize, though the small switch labels are hard to read.
#4
Compare drafts to quickly see changes
- compare draftsnot in name
- What it shows
- Two script pages with yellow highlights and red strike-through edits, with one passage enlarged in a floating card.
- Why it converts
- The enlarged card makes the changed text readable, so the feature is clear at a glance. “Compare drafts” is a task people may look for.
#5
Organize your notes into layers
- notesnot in name
- layersnot in name
- What it shows
- A Layers list with colored dots and note types: Directing, Production, Tone, Art Dept and Private Notes, each with a show or hide icon.
- Why it converts
- The named layers show who uses the app: crews with separate departments. The floating list keeps the idea simple and readable.
#6
Add facing pages into your script
- facing pagesnot in name
- What it shows
- A grid of script page thumbnails with storyboards, a floor plan and a table, and one page enlarged on top. A toolbar shows Add, Remove and Save.
- Why it converts
- Shows that the script can hold more than text. The grid is busy, so the enlarged page does the work of the screenshot.
Icon and design system
What makes the page read as one brand at a glance.
- One abstract shape of three colored planes. It does not say “scripts” by itself, so the name and screenshots must explain it.
- No text and little fine detail, so it stays clear at small sizes.
- The green, pink and blue appear again in the logo on the first screenshot, so icon and gallery share one brand.
- 01
Verb-led captions
Most captions start with a task: break down, transfer, compare, organize, add. A visitor reads what they can do.
- 02
Dark background, white headline
Most images use a black backdrop and a large white headline, so the set reads as one system.
- 03
Floating cards enlarge the key detail
A card breaks out of the phone on several images, showing the changed text, the layer list or the transfer panel at a readable size.
- 04
Award claim in the first image
The first image carries an Emmy® Award Winning Tech badge. It is the app's own claim and sits where search results show it.
- 05
Features follow a work flow
After the first image the set moves from marking up, to carrying notes to a new draft, to comparing drafts, to organizing notes and adding pages.
ASO score breakdown
88 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 29 of 30 characters9.7/10
- 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 use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings18 / 25
- 4.8 average (full marks at 4.8)15/15
- 3,563 ratings (full marks at 100,000)2.8/10
- Freshness15 / 15
- Last update 10 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+7 pts
4.8 stars from 3,563 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
8 caption terms aren't in the app name: film, tv, mark up scripts, transfer notes, compare drafts, notes, layers, facing pages. 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 app doing its main job in the first image, not only a logo and a tagline.
- If you print an award or rating, put it where search results show it and keep it accurate.
- Start each caption with a verb the visitor can picture doing.
- Enlarge the one detail that matters so it reads at thumbnail size.
- Keep one background, one headline style and one set of brand colors across the set.
- Name the real roles or tasks your users have, so the right visitor sees themselves.
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 “Scriptation: Annotate Scripts”, which uses 29. 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. Scriptation uses them for film, mark up scripts and transfer notes.
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. Scriptation 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.
- Scriptation: Annotate Scripts 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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