Updated ASO teardown, US App Store
WordPal - Vocabulary Builder 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
- 30K−0.3% vs previous month
- Est. monthly revenue
- $71K−22.5% vs previous month
- Est. revenue ÷ downloads
- $2.37
- Rating
- 4.7★10.4K 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
7 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
Expand your vocabulary
- vocabularyin name
- What it shows
- A synonym quiz on a green background: the word “deplorable” with four answer buttons, and a Skip button at the top.
- Why it converts
- Shows the core activity at once: pick the right synonym for a word. A visitor sees what they will do in the app. The caption names “vocabulary”, the main thing people look for.
#2In search results
Personalized for you
- What it shows
- A bar chart and a colored list of word groups from Unseen to Mastered, each with a count of words.
- Why it converts
- Shows that the app tracks progress word by word. The colored levels are easy to read, and the large counts hold up at small size. “Personalized” is broad, but the screen backs it up with real data.
#3In search results
Definitions and examples
- definitionsnot in name
- examplesnot in name
- What it shows
- A correct-answer screen for “deplorable” with a green “Correct! Well done” bar, a definition and an example sentence.
- Why it converts
- Shows what happens after an answer: the learner gets a meaning and a sentence, not only a score. This answers a common worry that a quiz app does not teach.
#4
Fun vocabulary games…
- vocabulary gamesnot in name
- What it shows
- A Synonym Match game with a timer and word tiles, some tinted green and blue. A second phone with a word grid peeks in from the right.
- Why it converts
- Adds a lighter way to learn next to the quiz. The caption names “vocabulary games”, a term people look for.
#5
…to consolidate learning
- What it shows
- A Word Guess grid and a Crossword on two tilted devices, cropped by the image edges.
- Why it converts
- Finishes the sentence started on the previous image, so the two read as one message. The crops are tight, so the puzzle text is small and hard to read at thumbnail size.
#6
Set a daily goal
- daily goalnot in name
- What it shows
- A Daily Goal ring at 60%, with “15 out of 25 correct answers achieved today” and a 3-day streak, above the word groups.
- Why it converts
- Speaks to habit: a goal and a streak give a reason to come back each day. The big percentage is readable. The caption uses a clear verb and a concrete feature.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a stack of books, says “reading and learning” before the name is read.
- Red, black, white and blue are very bold. The shapes stay clear at small sizes.
- No text. The icon colors differ from the green, orange and purple backgrounds in the gallery, so the two do not share one palette.
- 01
Big white caption on a color field
Most images have a short caption at the top in large white type. The phone sits below it.
- 02
Changing background colors
Green, blue, red, orange and purple share one wavy pattern and one layout. The color changes, the system stays.
- 03
Real app screens, one idea each
Quiz, progress, definition, games and goal each get their own image. The UI is shown as it appears in the app.
- 04
A caption that continues across images
“Fun vocabulary games…” ends with an ellipsis, and the next image starts “…to consolidate learning”. The sentence pulls the visitor to swipe.
- 05
Bold keyword in the caption
Some captions set one phrase in bold, such as “games” and “daily goal”.
ASO score breakdown
79 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
- Screenshots22 / 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 size0/5
- Trust signal0/5
- Ratings18 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 10,418 ratings (full marks at 100,000)5.1/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+7 pts
4.7 stars from 10,418 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: definitions, examples, vocabulary games, daily goal. 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 main action of your app in image 1, as a real screen.
- Keep each caption to a few words and one idea.
- Use one layout for every image and change only the color.
- Name the feature in the words your users use, such as “vocabulary games”.
- Crop devices less, so the screen text stays readable at thumbnail size.
- Add a rating, award or user count if you have a real one. Nothing in these images shows one.
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 “WordPal - Vocabulary Builder”, 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. WordPal uses them for vocabulary and definitions.
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. WordPal uses 7.
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.
- WordPal - Vocabulary Builder 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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