Updated ASO teardown, US App Store
WRD - Learn Words 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
- 13K+44% vs previous month
- Est. monthly revenue
- $66K+0% vs previous month
- Est. revenue ÷ downloads
- $5.08
- Rating
- 4.7★2.8K 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
9 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
Improve your vocabulary in just a month
- vocabularynot in name
- What it shows
- A home screen with a Daily Plan card, a tree picture, “Learn words, sorted by popularity” and a purple Learn button. Wordpack tiles show below.
- Why it converts
- Names the outcome in the caption and shows the one button that starts it. A visitor sees what the app is for and what to tap first.
#2In search results
Learn over 20 languages
- languagesnot in name
- What it shows
- An “I want to learn” list of languages with flags: English, Spanish, French, German, Italian, Portuguese.
- Why it converts
- Answers “does it have my language?” with a plain list. “Over 20 languages” is the app's own claim, and the flags make the range easy to scan.
#3In search results
Listen before sleep and on the go
- What it shows
- A Listen tab with Learned (392 words) and Favorites (35 words) tiles, plus wordpacks with play buttons.
- Why it converts
- Gives a use case and a moment, not just a feature name. It shows the app is not only a flashcard screen.
#4
Prepare for language exams
- language examsnot in name
- toeflnot in name
- What it shows
- A list of exam packs: Elementary to Intermediate (A1-B2), TOEFL Vocabulary, Top 100 Words and Top 500 Words, each with a word count.
- Why it converts
- Speaks to a visitor with a test date. Named packs such as TOEFL are terms people look for, so a visitor with that goal can spot it.
#5
Memorize words by topics
- words by topicsnot in name
- What it shows
- A Topics list with a search box: Time, Development, Tourism, Mental Activities, Management, Lifestyle, each with a word count.
- Why it converts
- Shows another way to organize study, by theme. The small icons and counts make the list look browsable, though the row text is small at thumbnail size.
#6
Practice with 25,000 helpful exercises
- exercisesnot in name
- What it shows
- A Learning screen with a forest picture, the word “forest” and three Spanish answer cards, one highlighted green.
- Why it converts
- Shows how practice actually works with one clear question. “25,000” is a printed claim of the app, with no source shown.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a bold W in a speech bubble, hints at words and language.
- The purple gradient matches the purple Learn button in the first screenshot.
- One letter and no fine detail, so it should stay readable at small sizes.
- 01
Verb plus detail captions
A large dark verb line, then a grey line with the specific detail: Improve, Learn, Listen, Prepare, Memorize, Practice.
- 02
Same frame on most images
Light grey background, caption on top, one phone cropped at the bottom. The layout stays close to the same, so the images read as one set.
- 03
Use cases, not feature names
“Before sleep and on the go” and “for language exams” name a moment or a goal. A visitor can match it to their own.
- 04
Numbers inside captions
“Over 20 languages” and “25,000 helpful exercises” give scale in a few words. They are the app's own claims.
- 05
Screens carry their own cues
Flags, exam labels like TOEFL, and word counts on tiles show what each screen holds without extra text.
ASO score breakdown
79 of 100 points. The full rule is under “How the ASO score works” below.
- App name21 / 25
- Uses 17 of 30 characters5.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots28 / 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 signal0/5
- Ratings15 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 2,786 ratings (full marks at 100,000)2.2/10
- Freshness15 / 15
- Last update 14 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+10 pts
4.7 stars from 2,786 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.
- Use the rest of the app name+4 pts
13 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: vocabulary, languages, language exams, toefl, words by topics, exercises. 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 the outcome in the first caption and show the button that starts it.
- Use one layout for every screenshot so the set reads as one story.
- Put a moment or a goal in the caption, such as “before sleep”, not only a feature name.
- Add one specific number only if you can stand behind it.
- Name the exams, topics or terms your users use in the captions.
- Keep UI text large enough to read at search-result size, or crop to the part that matters.
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 “WRD - Learn Words”, which uses 17. 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. WRD uses them for vocabulary and languages.
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. WRD uses 9.
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.
- WRD - Learn Words 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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