Updated ASO teardown, US App Store
Zeely: AI Marketing Platform App Store optimization
A Productivity 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
- 51K−16.8% vs previous month
- Est. monthly revenue
- $305K−0.1% vs previous month
- Est. revenue ÷ downloads
- $5.98
- Rating
- 4.6★23.7K 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
AI marketing platform in your pocket
- ai marketingin name
- What it shows
- A headline over a Zeely order notification (“New order for 2 items totaling $2,236”), Forbes and TechCrunch logos, a “1,000,000+ businesses sell with us” badge, and a lip-product video with a “Create content” tag.
- Why it converts
- Names the category in the first words, so a visitor knows what the app is. The press logos and business count sit in the first frame as the app's own claims, which is where trust matters for a tool that spends ad money.
#2In search results
Launch campaigns Grow brand
- campaignsnot in name
- What it shows
- Two arrows in a loop through “Launch campaigns” and “Grow brand”, with ad and video cards showing views and likes, and a stats table with viewers, views, spend, link clicks and CTR.
- Why it converts
- Shows the path from making an ad to seeing results. The stats table hints at reporting, but the pill captions are small and there is no full headline.
#3In search results
Create on-brand images and videos with AI
- on-brand imagesnot in name
- videosnot in name
- What it shows
- A “Brand DNA” screen for a sample brand, with its logo, website, color swatches and fonts, over a grid of product photos.
- Why it converts
- Answers a common worry about AI content: will it look like my brand? The brand card is enlarged past the phone frame, so the key idea reads clearly.
#4
Turn one photo into high-performing image & video ads
- image adsnot in name
- video adsnot in name
- What it shows
- An “Image to video” screen with a model photo holding a lip product, a prompt line, a 9:16 tag and an “Animate” button.
- Why it converts
- Shows a concrete input and output: one photo becomes an ad. The caption names ads, a use case people look for. “High-performing” is a printed claim with no data on the image.
#5
Launch ad campaigns without agencies
- ad campaignsnot in name
- What it shows
- A “Paid campaigns” screen with an ROI chart (“ROI for April 4, 1,900%”) and Black Friday campaign cards with unique viewers, views and link CTR.
- Why it converts
- Gives a reason to switch: no agency needed. The highlighted campaign card is enlarged, so its numbers are easy to read.
#6
Get scroll-stopping viral videos & images
- viral videosnot in name
- What it shows
- A “Viral content” grid of photos and clips, with a “Recreate” button on one card.
- Why it converts
- Shows where ideas come from and what to do with them: browse, then recreate. “Viral” is a word people look for, but the screen does not show how the content is chosen.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a striped circle, with no text, so the icon is simple and clean.
- The black and white look matches the black caption pills and white backgrounds in the screenshots.
- The stripes do not hint at marketing, so the name and first caption have to explain what the app does.
- The thin gaps between stripes may blur at the smallest sizes.
- 01
Bold black headline on a white page
Most screenshots use large black type on a light background, so captions are high contrast and easy to read.
- 02
One idea per screenshot
Each image covers one job: create content, keep the brand look, make ads, launch campaigns, find ideas.
- 03
Enlarged cards over the phone frame
A key card breaks out of the device frame and the rest fades out. The eye goes to one thing.
- 04
Press logos and a business count up front
The first screenshot shows Forbes and TechCrunch logos and a “1,000,000+ businesses” badge, printed by the app.
- 05
Captions name use cases
Phrases like “ad campaigns”, “image & video ads” and “on-brand images” name things a marketer might look for.
ASO score breakdown
92 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
- Screenshots35 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings18 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 23,699 ratings (full marks at 100,000)6.9/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+7 pts
4.6 stars from 23,699 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
7 caption terms aren't in the app name: campaigns, on-brand images, videos, image ads, video ads, ad campaigns, viral videos. 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 the app is in the first words of screenshot 1.
- Put press logos or a user count on the first image if you have real ones.
- Give each screenshot one idea and one headline.
- Use dark type on a light background so captions read at thumbnail size.
- Enlarge the key card past the phone frame and fade the rest.
- Name the job in the caption, such as “ad campaigns”, not a vague slogan.
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 “Zeely: AI Marketing Platform”, 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. Zeely uses them for ai marketing, campaigns and on-brand images.
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. Zeely 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.
- Zeely: AI Marketing Platform 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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