Updated ASO teardown, US App Store
Simpler: English learning app App Store optimization
A Education 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+346.6% vs previous month
- Est. monthly revenue
- $30K+346.7% vs previous month
- Est. revenue ÷ downloads
- $1.50
- Rating
- 4.8★11.9K 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
Temas importantes siempre a mano
- What it shows
- Four illustrated topic cards (irregular verbs, continuous tense, comparatives, reflexive pronouns) above a blue cloud-shaped caption band.
- Why it converts
- Shows the app has grammar topics, but not a lesson in use. A visitor sees what the content covers, not what they would do with it.
#2In search results
La más sencilla ampliación del vocabulario
- vocabularionot in name
- What it shows
- A translation exercise: a drawn scene of a tired man with two crying children, the English word “bother” and two Spanish answer buttons.
- Why it converts
- Shows the exercise itself, so a visitor sees how a word is learned. The picture gives the word a memorable scene. “The simplest” is the app's own claim.
#3In search results
Prácticas inusuales: Historias policíacas
- What it shows
- A story screen with an illustrated scene, an audio player, an English line of text and three character avatars with a tap prompt.
- Why it converts
- Shows a different way to learn: reading and listening to a story. The detective theme gives a reason to keep going beyond drills.
#4
La más clara presentación de las reglas
- reglasnot in name
- What it shows
- A grammar rule in color-coded blocks above a sentence-building task: “I don't watch” with the word “tv” left to place.
- Why it converts
- Shows how a rule is explained and then practiced on the same screen. The colored blocks match the colors in the rule, which makes the structure easy to follow.
#5
Ilustraciones de autor
- What it shows
- A collage of tilted painted illustrations: a sports crowd, a farmer, a dinner table, a man chopping wood and an award scene.
- Why it converts
- Shows the art style as the selling point. It does not show a learning action.
#6
Audiciones grabadas por hablantes nativos
- audicionesnot in name
- What it shows
- A listening exercise: a large speaker button and two Spanish answer options under “Elija la traducción”.
- Why it converts
- Shows that the app trains listening, which learners look for separately. “Recorded by native speakers” is the app's own claim and cannot be checked here.
Icon and design system
What makes the page read as one brand at a glance.
- One character, a friendly yellow star, is the only subject. It is easy to spot and remember.
- The blue sky and white clouds match the blue cloud-shaped caption band in the screenshots, so icon and gallery look like one brand.
- No text and little detail, so it should stay clear at small sizes. The icon alone does not say it is for learning English.
- 01
Cloud caption band
Most images end in the same blue cloud shape with bold white text. The band separates the message from the screen above it.
- 02
Short captions in the learner's language
The store page is localized: captions are in Spanish while the lesson content is English. A visitor reads the promise in their own language.
- 03
Mix of screens
Screenshots alternate between exercises, a story, a grammar rule and artwork. Most show a different way to learn.
- 04
Printed claims in superlatives
Several captions say “the simplest” or “the clearest”. These are the app's own claims. They are general, and the screen under each one is what makes them concrete.
- 05
Illustration as identity
Painted characters appear in the cards, the exercise and the story. The art style repeats in the cards, the exercise, the story and the collage, so the set feels like one product.
ASO score breakdown
80 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
- Screenshots20 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for5/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings20 / 25
- 4.8 average (full marks at 4.8)15/15
- 11,928 ratings (full marks at 100,000)5.4/10
- Freshness15 / 15
- Last update 15 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+5 pts
4.8 stars from 11,928 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: vocabulario, reglas, audiciones. 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 a real lesson or action in screenshot 1, not only a list of topics.
- Use the same caption band, font and color on every image.
- Write captions in the language of the store page you are targeting.
- Keep captions to two short lines in large type so they read at thumbnail size.
- Give each screenshot one job: one feature, one way to learn.
- If you use claims like “the simplest”, put a screen under them that shows why.
- Match icon colors to the screenshot 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 “Simpler: English learning app”, 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. Simpler uses them for vocabulario.
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. Simpler 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.
- Simpler: English learning 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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