Updated ASO teardown, US App Store
SimplyWise: Cost Estimator App Store optimization
A Business 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
- 42K−20.2% vs previous month
- Est. monthly revenue
- $941K−0.3% vs previous month
- Est. revenue ÷ downloads
- $22.40
- Rating
- 4.8★41.1K 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
9 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
Instant and accurate construction estimates
- construction estimatesnot in name
- What it shows
- A photo of a worker painting a wall, with the SimplyWise logo, a “Made in” US flag, and a laurel badge reading 4.8 stars and “Trusted by 20,000+ Contractors”.
- Why it converts
- The bold line says what the app is for, and the photo shows who it is for. There is no app screen yet, but the trust badge sits in the first frame, where it can appear in search results.
#2In search results
Detailed estimations in seconds with AI
- estimatenot in name
- ainot in name
- What it shows
- A “Cost Estimator” header, a $947.47 total, and a painting estimate split into materials and labor lines.
- Why it converts
- Shows the output a contractor actually wants: an itemized price. The large total reads at small size.
#3In search results
Add Before & After Into Your Quotes
- before and afternot in name
- quotesnot in name
- What it shows
- A phone with a before and after bathroom slider and a card reading “Project description: Replace cabinets & paint white”.
- Why it converts
- Moves from pricing to selling the job. The picture explains the feature without any reading, and the caption says where it ends up: in the quote.
#4
Measure Any Room with LIDAR Scanning
- lidarnot in name
- measure roomnot in name
- What it shows
- A room scan with wall length, wall height and room area, a floor plan, and a 3D model.
- Why it converts
- Names a specific feature that people may look for by name. The UI numbers and floor plan are small, so the caption has to carry the feature.
#5
Win Clients with Detailed Project Breakdowns
- project breakdownnot in name
- What it shows
- An “Edit with Ai” screen listing demolition and flooring installation tasks.
- Why it converts
- “Win Clients” is an outcome, not a feature, which gives a reason to care.
#6
AI suggests upsells
- upsellnot in name
- What it shows
- An “Edit with Ai” screen with a text box and four upsell suggestions, such as a fresh ceiling coat and refreshed baseboards.
- Why it converts
- A short caption with a clear business reason: more value from each job.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a calculator, points to numbers and estimates.
- The teal-blue matches the backgrounds of screenshots 3 and 6 and the calculator tile in screenshot 2.
- Large simple shapes and no text, so it holds up at small sizes.
- 01
Audience before interface
Screenshot 1 uses a photo of a tradesperson, not a UI. A contractor can see the app is for their kind of work.
- 02
Trust in the first frame
The rating, contractor count and “Made in” flag all sit on screenshot 1, where they can appear in search results.
- 03
Plain plus bold captions
Many captions mix a plain line with a bold phrase on the key words: “with AI”, “LIDAR Scanning”, “suggests upsells”.
- 04
Three backgrounds in one set
The set moves from a photo to teal to light gray, and the first two images have no phone frame. Navy and teal tie it together.
- 05
Business outcomes, not only features
“Win Clients” and “suggests upsells” speak to what the user earns from the job, not only what the app does.
ASO score breakdown
91 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 26 of 30 characters8.7/10
- 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 use5/5
- One consistent design system0/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings23 / 25
- 4.8 average (full marks at 4.8)15/15
- 41,100 ratings (full marks at 100,000)8.1/10
- Freshness14 / 15
- Last update 41 days ago (full marks within 30)13.9/15
Where the points are
- Ask happy users for a rating+2 pts
4.8 stars from 41,100 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.
- Ship an update+1 pts
The last update was 41 days ago. A new version also refreshes the "What's New" notes people read before they download.
- Check caption terms against your subtitle and keywords
9 caption terms aren't in the app name: construction estimates, estimate, ai, before and after, quotes, lidar, measure room, project breakdown, upsell. 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 your target user in screenshot 1 if your audience is a specific trade.
- Put your rating and user count in the first frame if people trust you with money or client work.
- Show the finished output, such as a quote or report, early in the set.
- Bold the two or three words in each caption that matter.
- Pick one layout and keep it, so the set reads as one system.
- Check that sample text in your screens is clean, since people can zoom in.
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 “SimplyWise: Cost Estimator”, which uses 26. 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. SimplyWise uses them for construction estimates, estimate and before and after.
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. SimplyWise uses 9.
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.
- SimplyWise: Cost Estimator 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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