Updated ASO teardown, US App Store
Vivino: Drink The Right Wine App Store optimization
A Food & Drink 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
- 96K+1.6% vs previous month
- Est. monthly revenue
- $319K+1.6% vs previous month
- Est. revenue ÷ downloads
- $3.32
- Rating
- 4.8★140.4K ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
8 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
The world's #1 wine app
- wine appnot in name
- What it shows
- The app icon above a row of wine bottles with star ratings, the center bottle marked 4.7 inside a phone-shaped frame, with cherries, citrus and blackberries at the edges.
- Why it converts
- “Wine app” answers what this is right away, and the rated bottles show the idea of the product. The “#1” is the app's own claim, printed without a source.
#2In search results
Scan & discover any wine
- scan winenot in name
- What it shows
- The camera view framing a bottle of Meiomi Pinot Noir, with a switch between “Wine label” and “Wine list”.
- Why it converts
- Shows the main action in one image: point your camera at a bottle. A large real label makes it clear at small size, and “Wine list” hints at a second use.
#3In search results
Find wines that match your taste
- wine tastenot in name
- What it shows
- A “Your taste profile” screen with a bottle chart split by wine style, listing red at 45% and white at 25%.
- Why it converts
- Moves from one bottle to you personally. The bottle chart turns a data screen into something you read at a glance.
#4
Know you'll love it before you try
- What it shows
- A bottle page for Tignanello 2019 with a 4.6 star rating, the number 22,332, a “93% Match for you” score, and a price of 649,99 US$.
- Why it converts
- A clear benefit: less risk of a bad bottle. The match score is the proof on screen. The caption says what you get, not what the feature is called.
#5
Trusted by 70+ million wine lovers
- What it shows
- Three user reviews of wines, each with a star score, a name and a rating count, on the same dark red background.
- Why it converts
- Gives the set a specific user count, and the reviews show what that crowd adds. It sits fifth, so it won't be seen by visitors who stop at the first few images.
#6
Explore perfect food pairings
- food pairingnot in name
- What it shows
- A seafood paella page with “Best pairings from your Cellar”, one recommended wine, and filters by wine type.
- Why it converts
- A separate reason to open the app, tied to dinner rather than shopping.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a grape bunch built from dots, points to wine without any text.
- The crimson matches the wine-red background of every screenshot, and the icon also appears at the top of screenshot 1.
- The dots are simple and well spaced, so the shape holds up at small sizes.
- 01
A wine-red background
A dark wine-red gradient runs through most images, and white captions stay easy to read on it.
- 02
Food at the edges
Fruit, vanilla and chocolate appear around the frame on screenshots 1 and 5, which hints at tasting notes without saying it.
- 03
Full-bleed bottles
Labels and bottles are shown large. Even at small size, you can see that the app is about specific wines.
- 04
From one bottle to your taste
Scan, then taste profile, then match score: the order moves from a single action to a personal result.
- 05
Social proof sits late
The user count and reviews are in position five. Moving them forward could be tested here.
ASO score breakdown
96 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
- Screenshots32 / 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 signal5/5
- Ratings25 / 25
- 4.8 average (full marks at 4.8)15/15
- 140,448 ratings (full marks at 100,000)10/10
- Freshness15 / 15
- Last update 1 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: wine app, scan wine, wine taste, food pairing. 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.
- Say what category you are in, in plain words, in screenshot 1.
- Use one background across the set that fits your category.
- Show real objects large.
- Order screenshots from the first action to the personal result.
- Write at least one caption about the risk your app removes.
- Test moving a specific user count closer to 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 “Vivino: Drink The Right Wine”, 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. Vivino uses them for wine app, scan wine and wine taste.
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. Vivino 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.
- Vivino: Drink The Right Wine 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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