Updated ASO teardown, US App Store
Wellspoken: Articulation Coach 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
- 21K−37% vs previous month
- Est. monthly revenue
- $105K−5.9% vs previous month
- Est. revenue ÷ downloads
- $5.00
- Rating
- 4.8★6.7K 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 gym for speaking
- What it shows
- A blue illustrated scene with the app logo, the line “Become the wellspoken version of yourself”, and a smiling puzzle-piece character among plants.
- Why it converts
- Uses a gym comparison as a brand line. It does not show the app in use or say what it does, so a visitor learns the mood but not how it works.
#2In search results
No more...
- What it shows
- Four pill-shaped boxes listing speaking problems: blanking mid-sentence, can't find the right words, not getting your point across, sounding less smart than you are.
- Why it converts
- Names pains a visitor may recognize, so they can see themselves in the list. It is text on an illustration with no app screen, so it sells the problem rather than the product.
#3In search results
Practice daily 5 minutes a day
- practice dailynot in name
- What it shows
- A dark home screen with a week of check marks, a streak count, a daily goal and a roadmap of short lessons.
- Why it converts
- Shows what a daily session looks like and states a small time cost. The dark phone on blue is easy to see, but the lesson text inside the phone is small.
#4
Track progress Watch yourself get better
- track progressnot in name
- What it shows
- A stats screen with streak, practice time, sessions and vocabulary tiles, plus a weekly line chart.
- Why it converts
- Shows progress as numbers and a chart, which supports the promise of getting better. The caption names a feature people look for in habit apps.
#5
Apply your learnings With real world scenarios
- What it shows
- A lesson list called Everyday Small Talk with an illustration of two people talking and scenarios such as Taxi Ride Chat and Elevator Small Talk.
- Why it converts
- Gives concrete situations a visitor can picture, which is more specific than a general claim. The illustrated header matches the style of the first image.
#6
Get live feedback Learn how to improve
- live feedbacknot in name
- What it shows
- A Phrase Improvements screen with original phrases crossed out, improved versions, and short reasons tagged Formality or Clarity.
- Why it converts
- Shows what feedback looks like in a real example. A visitor can judge the kind of help before installing.
Icon and design system
What makes the page read as one brand at a glance.
- One simple face on a flat blue shape, with no text. It reads as a friendly character, not as speech or learning.
- The same blue is the background of every screenshot, so icon and gallery look like one brand.
- Large shapes and no fine detail, so it should hold up at small sizes.
- 01
Short caption plus a second line
On most images a bold white headline sits over a line that finishes the thought, such as “Track progress” then “Watch yourself get better”.
- 02
Same blue world on most images
A blue background with leaf and cloud shapes repeats across most of the set. Swiping feels like one story.
- 03
Brand story first, product after
The first two images use illustration and text only. App screens start at the third image.
- 04
Problems named in the customer's words
“Blanking mid-sentence” and “Can't find the right words” are phrases a visitor might say about themselves.
- 05
Dark and light screens in one set
Phones alternate between a dark home screen and light stats and feedback screens, with the blue frame tying them together.
ASO score breakdown
79 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
- 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
- Ratings19 / 25
- 4.8 average (full marks at 4.8)15/15
- 6,735 ratings (full marks at 100,000)4.1/10
- Freshness15 / 15
- Last update 4 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+6 pts
4.8 stars from 6,735 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: practice daily, track progress, live feedback. 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 the app in use in the first image, not only a slogan.
- If you open with a brand line, make it say what the app does.
- Name your visitor's pains in the words they use.
- Give each image one idea, with a short caption on top.
- Show a real example of the output, such as feedback or a chart.
- Keep one background and caption style across the set, and match it to the icon.
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 “Wellspoken: Articulation Coach”, 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. Wellspoken uses them for practice daily.
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. Wellspoken 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.
- Wellspoken: Articulation Coach 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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