Updated ASO teardown, US App Store
Tipple: Alcohol Moderation Pet App Store optimization
A Health & Fitness 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
- 10K−34.9% vs previous month
- Est. monthly revenue
- $92K+817.6% vs previous month
- Est. revenue ÷ downloads
- $9.20
- Rating
- 4.6★644 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
6 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Build healthier drinking habits
- drinking habitsnot in name
- What it shows
- A fox mascot peeking over a drink log (beer 1, wine 2, spirit 0, cocktail 2, weekly total 5) above a line chart falling from 20 to 5 drinks per week, with a “#1 Sobriety Companion” badge at the bottom.
- Why it converts
- Shows the main use, tracking drinks over time, in the first frame. The falling line shows the result a visitor wants. The “#1” is the app's own claim.
#2In search results
Here's what you get back
- What it shows
- Six pill-shaped labels on a dark blue background: more energy, better sleep, save money, lose weight, clearer skin and sharper focus, each with an emoji.
- Why it converts
- Lists benefits instead of features. It has no app UI, so it does not show how the app works. The wording is the app's own claims.
#3In search results
Set your goal
- set your goalnot in name
- What it shows
- A weekly drinking target slider set to 5 with a “70% reduction” note against an average of 10 drinks, over a phone frame. The fox holds a gold medal.
- Why it converts
- Shows a concrete step a new user takes. The enlarged card keeps the target number readable at small size. The caption names the action but not the benefit.
#4
Log your drinks
- log drinksnot in name
- What it shows
- A daily log with counters for beer, wine, spirit and cocktail, and a total of 6 standard drinks. The fox and a row of drink illustrations sit above the card.
- Why it converts
- Shows the core daily action in one clear card. A short verb-plus-noun caption says what to do. It repeats the idea from the first image.
#5
Build your camp
- campnot in name
- What it shows
- A weekly check-in row (goal 20, enjoyed 19, remaining 1) above a camp scene with a fox in a cowboy hat, a campfire and food baskets, plus a coin counter showing 60.
- Why it converts
- Shows the game side of the app, which sets it apart from a plain drink tracker. The caption does not say what the camp is for, so a visitor may not see the link to drinking less.
#6
Win prizes
- prizesnot in name
- What it shows
- A prize wheel with outfit and accessory items for the fox, with the text “Well done for checking-in. Have a free spin.” and a Spin The Wheel button.
- Why it converts
- Shows a reward for checking in, which gives a reason to come back. The wheel fills most of the frame, so it is easy to read. It says little about drinking itself.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a friendly fox face, with no text.
- The same fox appears in several screenshots, so icon and gallery feel like one brand.
- The icon shows a character with no drinks or health cue, so the name carries the meaning.
- 01
Short, large captions
Most captions are two to four words in heavy white type. Most captions are a verb plus a noun, such as “Log your drinks”.
- 02
A mascot in the frame
The fox appears in the icon and in most screenshots. It gives the set a face and a friendly tone.
- 03
Key card enlarged past the phone
The goal, log and weekly cards extend beyond the device frame, so the numbers stay readable when small.
- 04
One background family
Dark navy to blue-purple backgrounds, with the same rounded phone frame where a phone appears. Swiping reads as one set.
- 05
Habit tracker plus game
The last two images show a camp and a prize wheel. They sell a reason to return, not only a log.
ASO score breakdown
84 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 30 of 30 characters10/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots33 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings11 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 644 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 9 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+14 pts
4.6 stars from 644 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
5 caption terms aren't in the app name: drinking habits, set your goal, log drinks, camp, prizes. Captions don't count for search; the subtitle and the 100-character keyword field do.
- Win back installs
Downloads fell 34.9% while revenue rose 817.6%. A product page that converts more of its visitors wins installs back without more ad spend.
Apply it to your app
A checklist for your next product page update.
- Show the main use and its result in screenshot 1.
- Print a claim like “#1” only if you can support it.
- Write captions as a short verb plus a noun.
- Enlarge the key card or number so it reads at thumbnail size.
- Use one mascot or visual character across icon and screenshots.
- Say what a game or reward feature does for the user, not only what it looks like.
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 “Tipple: Alcohol Moderation Pet”, which uses 30. 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. Tipple uses them for drinking habits and set your goal.
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. Tipple uses 6.
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.
- Tipple: Alcohol Moderation Pet 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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