Updated ASO teardown, US App Store
Smartsheet: Projects & Teams 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
- 20K+0% vs previous month
- Est. monthly revenue
- $37K+0% vs previous month
- Est. revenue ÷ downloads
- $1.85
- Rating
- 4.8★120.3K 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
8 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
All-in-One Project Management
- project managementnot in name
- What it shows
- A recent-items list with a “Project Plan” card, a plus button opening a menu of item types, and a yellow city illustration with a sparkle icon.
- Why it converts
- Names the category in the first frame, so a visitor knows what the app is. The “All-in-One” wording is general, and the plus menu is the only hint of what you can make.
#2In search results
Manage Work Anywhere
- What it shows
- A search bar and two list rows, with two illustrated people at a chart board next to a rocket, on a yellow background. No app screen is shown.
- Why it converts
- The caption says mobile, but the image is an illustration, not the app in use. A visitor learns the idea but sees no product here.
#3In search results
Collaborate Instantly
- What it shows
- A sheet with status dots and avatars, and three comment cards: a question, a reply with a PDF contract attached, and a thanks that moves a task to In Progress.
- Why it converts
- Shows teamwork as a real exchange, so the benefit is easy to picture. The comment cards are large enough to read at small size.
#4
Build & Share Reports
- reportsnot in name
- What it shows
- A request form with an item name field, an expense type choice list and a Submit button, plus a red “Now Available Offline” badge.
- Why it converts
- The offline badge is a concrete, new reason to install. The form on screen is a request form, so the caption and the screen show different things.
#5
Get Instant Alerts
- alertsnot in name
- What it shows
- A Notifications tab with an “Update Request: Team Budget” card, a “Changes to Campaign Tracker” card and an “Update Complete” check badge.
- Why it converts
- Sells a daily habit: the app tells you when work changes. Large cards with real-sounding task names make the benefit concrete.
#6
Track with Dashboards
- dashboardsnot in name
- What it shows
- A Team Portal dashboard with a green Projects Overall status, a Team Status arrow, and a Weekly Productivity half-donut chart by region.
- Why it converts
- Dashboards are a feature people look for, and the colored chart is easy to read at a glance. It shows what a manager gets from the data.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a check mark on a page, suggests tasks and completed work.
- No text and little fine detail, so it stays clear at small sizes.
- The blue matches the dark blue screenshot backgrounds, so icon and gallery look like one brand.
- 01
Two-line captions
A bold navy or white first line and a second line. Most captions are a short benefit phrase, such as “Get Instant Alerts”.
- 02
Alternating blue and yellow backgrounds
Dark blue and warm yellow take turns while type, cards and phone frames mostly stay the same. The set has variety and still reads as one system.
- 03
Floating cards over the phone
Comments, alerts and charts sit in large white cards that overlap the screen. They stay readable when the image is small.
- 04
One feature per later screenshot
Collaboration, forms, alerts and dashboards each get their own image.
- 05
Illustration in the first two images
A city and an office scene carry the mood of the first two images. They are friendly but show little of the product.
ASO score breakdown
91 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 28 of 30 characters9.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots27 / 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 signal0/5
- Ratings25 / 25
- 4.8 average (full marks at 4.8)15/15
- 120,334 ratings (full marks at 100,000)10/10
- Freshness15 / 15
- Last update 15 days ago (full marks within 30)15/15
Where the points are
- Check caption terms against your subtitle and keywords
4 caption terms aren't in the app name: project management, reports, alerts, dashboards. 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.
- Name your category or main use in the first caption.
- Prefer specific captions to general ones like “All-in-One”.
- Show the real app in use. Illustration alone does not show the product.
- Enlarge comments, alerts or charts into cards so they read at thumbnail size.
- Alternate two background colors to add variety without breaking the system.
- Add a trust signal that is true, such as a rating or a customer count, near the front.
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 “Smartsheet: Projects & Teams”, 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. Smartsheet uses them for project management.
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. Smartsheet uses 8.
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.
- Smartsheet: Projects & Teams 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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