Updated ASO teardown, US App Store
Wellthly-Feel Heart Rhythm 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
- 9K+13.2% vs previous month
- Est. monthly revenue
- $40K+13.2% vs previous month
- Est. revenue ÷ downloads
- $4.44
- Rating
- 4.6★2.4K 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Measure Your Heart Rate
- heart ratenot in name
- What it shows
- A teal background with the app logo, a five-star laurel badge reading “Wellthly 10M User's Choice”, a tilted phone showing a BPM reading and a tip, and a ring chart card.
- Why it converts
- Names the main use in the headline, so a visitor knows what the app does at once. The badge is the app's own claim, and it sits in the first frame where it is seen early. The tilted phone crops the reading, so the number is hard to see.
#2In search results
Detailed Health Analysis
- What it shows
- A tilted phone on a measuring screen with a red record button, and a card with a dot chart and a split of normal, tachycardia and bradycardia shares.
- Why it converts
- Adds a reason to install beyond a single reading: a breakdown of results over time. The caption is general, so it does not name a term people look for.
#3In search results
Export Heart Reports
- heart reportsnot in name
- What it shows
- A phone showing a health report with a trend chart and a share sheet with contact names and apps such as Messages and Mail, on a green background.
- Why it converts
- Shows a concrete outcome: a report you can send to someone. It speaks to people who want to share readings, which is a different need from measuring.
#4
Log Blood Pressure
- blood pressurenot in name
- What it shows
- A phone with systolic and diastolic number pickers enlarged past the frame, a status label, date and time rows, and a Save button.
- Why it converts
- “Log” tells the visitor they enter readings by hand. Blood pressure is a separate need from heart rate, so this speaks to a second group. The enlarged picker stays readable when small.
#5
Heart Friendly Recipes
- recipesnot in name
- What it shows
- A recipe page with a baked zucchini photo, a nutrition table and an ingredient list, with two smaller recipe cards tilted at the edges, on an orange background.
- Why it converts
- A food photo adds a different kind of reason to download. It shifts the app from measuring to daily habits, and it sits last as an extra.
Icon and design system
What makes the page read as one brand at a glance.
- One simple shape pair, a heart and a circle, with no text. It reads as a heart-related app.
- Pink and teal match the first screenshot, so the icon and the first frame look like one brand.
- Flat shapes with no fine detail, so the icon stays clear at small sizes.
- 01
Short two-line headlines
Each image has a dark headline of two short lines at the top or bottom. They are easy to read against the flat color behind them.
- 02
One idea per image
Each image sells one thing: measuring, analysis, reports, blood pressure, recipes. The set reads as a list of reasons to install.
- 03
Changing background colors
Teal, green, blue and orange change from image to image, while layout and type stay close to the same. The color shift keeps each image distinct inside one system.
- 04
A trust badge in the first image
The first image carries a star rating and a “10M User's Choice” badge. It is the app's own claim, shown where visitors look first.
- 05
Enlarged cards break out of the phone
The blood pressure picker and the chart card extend past the device frame. This makes the key detail bigger.
ASO score breakdown
55 of 100 points. The full rule is under “How the ASO score works” below.
- App name9 / 25
- Uses 26 of 30 characters8.7/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots33 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings13 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 2,418 ratings (full marks at 100,000)1.9/10
- Freshness0 / 15
- Last update 300 days ago (full marks within 30)0/15
Where the points are
- Ship an update+15 pts
The last update was 300 days ago. A new version also refreshes the "What's New" notes people read before they download.
- Ask happy users for a rating+12 pts
4.6 stars from 2,418 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
4 caption terms aren't in the app name: heart rate, heart reports, blood pressure, recipes. 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 the main use in the headline of screenshot 1.
- Put any rating or award badge in the first image, and keep it to a claim you can support.
- Give each image one idea and a headline of two short lines.
- Vary the background color but keep layout and type fixed.
- Enlarge the key card or control so it reads at thumbnail size.
- Use a verb like “log” or “export” when you want the visitor to know what they will do.
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. 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. Wellthly-Feel Heart Rhythm uses them for heart rate and heart reports.
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. Wellthly-Feel Heart Rhythm uses 5.
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.
- Wellthly-Feel Heart Rhythm 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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