feat: classy dark one-pager with modal, webhook, shiny gold, sticky nav
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oliver
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# ASO Scoring Criteria
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Score each dimension 0-10 using the rubrics below.
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**Apply brand maturity tier adjustments** from Phase 1.5 of the main skill.
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---
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## Brand Maturity Adjustments (apply to all dimensions)
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Before scoring, determine the app's tier: **Dominant**, **Established**, or **Challenger**.
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**Dominant apps (Instagram, Uber, Spotify, WhatsApp, Netflix):**
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- Brand-only titles score 8+ (the brand IS the keyword)
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- Lifestyle/brand screenshots score same as captioned UI screenshots
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- Generic What's New at weekly+ cadence scores 8+
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- Missing in-app events for utility apps is not a penalty
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- Description scored on conversion quality only, not keyword presence
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- Localization scored relative to actual market footprint
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- Missing preview video is acceptable if brand awareness is near-universal
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**Established apps (Duolingo, Strava, Notion, Calm, Cash App):**
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- Brand-first titles with 1-2 keywords score normally
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- Strategic description/visual choices get benefit of the doubt
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- All other dimensions scored normally
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**Challenger apps (most apps):**
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- Scored strictly against textbook ASO — every character and feature matters
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**Key principle:** Before docking points, ask: "Is this a mistake or a data-informed
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choice by a team with more information than I have?"
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---
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## 1. Title & Subtitle (Weight: 20%)
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**Challenger rubric:**
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| Score | Criteria |
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| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
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| 9-10 | Brand + high-value keyword in title, complementary keywords in subtitle, no word repetition across fields, near max character usage, instantly communicates app purpose |
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| 7-8 | Good keyword presence, minor character waste (5+ unused chars), clear purpose |
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| 5-6 | Has keywords but poor placement, some repetition between fields, purpose somewhat clear |
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| 3-4 | Title is brand-only or generic, subtitle missing or weak, poor character usage |
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| 1-2 | No keyword strategy, title doesn't communicate purpose, major character waste |
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| 0 | Cannot assess (data unavailable) |
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**Dominant/Established adjustment:** Brand-only titles (e.g., "Instagram") are
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valid if the brand has high search volume. Score 8+ for Dominant apps where
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brand recognition eliminates the need for generic keywords. Evaluate whether
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unused characters represent waste or intentional simplicity.
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**Check for:**
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- Characters used vs limit (title: 30, subtitle/short desc: 30/80). "Near max" = within 3 chars of the limit (27+/30, 77+/80)
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- Primary keyword in title
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- Keyword duplication between title and subtitle
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- Whether app purpose is immediately clear
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- Unnecessary words (articles, prepositions) consuming space
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- Special characters or claims ("#1", "best") that risk rejection (Apple)
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---
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## 2. Description (Weight: 15%)
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### Apple App Store
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| Score | Criteria |
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| ----- | ------------------------------------------------------------------------------------------------------------------------------------------------------ |
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| 9-10 | First 3 lines hook with clear value prop, structured with features/benefits/social proof/CTA, promotional text actively used, compelling and scannable |
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| 7-8 | Good opening, decent structure, could improve scannability or CTA |
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| 5-6 | Generic opening ("Welcome to..."), some structure, missing CTA or social proof |
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| 3-4 | Wall of text, no clear value prop above fold, no promotional text |
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| 1-2 | Minimal or boilerplate description, no effort |
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| 0 | Cannot assess |
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### Google Play
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| Score | Criteria |
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| ----- | -------------------------------------------------------------------------------------------------------------------------------------------- |
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| 9-10 | Keywords in first 3 sentences, 2-3% natural density throughout, HTML formatting used, structured sections, strong CTA, keywords feel natural |
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| 7-8 | Good keyword presence, some structure, density slightly off (1-2% or 3-4%) |
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| 5-6 | Keywords present but sparse (<1%) or stuffed (>5%), weak structure |
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| 3-4 | No keyword strategy visible, poor formatting, wall of text |
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| 1-2 | Minimal description, no keywords, no structure |
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| 0 | Cannot assess |
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**Check for:**
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- First 3 lines quality (visible before "Read More")
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- Feature-benefit framing (not just feature lists)
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- Social proof (downloads, awards, press mentions)
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- Call to action
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- Keyword density (Google Play only - count target keywords / total words)
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- HTML formatting usage (Google Play)
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- Promotional text presence and quality (Apple)
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---
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## 3. Visual Assets (Weight: 25%)
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| Score | Criteria |
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| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
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| 9-10 | 8-10 screenshots with clear messaging/captions, preview video present, screenshots tell a story in sequence, each communicates one benefit, icon is distinctive and memorable |
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| 7-8 | 6-7 screenshots with captions, good icon, no video OR good video but some screenshot messaging unclear |
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| 5-6 | 5+ screenshots but weak/no captions, basic icon, no video, screenshots are UI dumps |
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| 3-4 | 3-4 screenshots, no captions, generic icon, no storytelling |
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| 1-2 | Fewer than 3 screenshots, or screenshots are raw unedited UI, poor icon |
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| 0 | Cannot assess |
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**Check for:**
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- Screenshot count (minimum 5, ideal 8-10)
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- Caption/overlay text on screenshots (one message per screen, 5-7 words max)
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- First 3 screenshots (highest conversion impact on Apple)
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- Preview video presence and quality
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- Icon distinctiveness (no text in icon, bold shapes, stands out)
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- Feature graphic presence (Google Play - mandatory for featured placements)
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- Screenshot storytelling flow (do they tell a coherent story?)
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- Localized visual assets (for non-English markets)
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- Caption keywords (Apple - indexed since June 2025)
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---
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## 4. Ratings & Reviews (Weight: 20%)
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| Score | Criteria |
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| ----- | ------------------------------------------------------------------------------------------------------ |
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| 9-10 | 4.5+ stars, 10K+ ratings, recent reviews positive, developer responds to negatives, steady review flow |
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| 7-8 | 4.0-4.4 stars, 1K+ ratings, mostly positive recent reviews, some developer responses |
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| 5-6 | 3.5-3.9 stars, 500+ ratings, mixed recent reviews, no developer responses |
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| 3-4 | 3.0-3.4 stars, <500 ratings, negative themes in recent reviews |
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| 1-2 | Below 3.0 stars, few ratings, no developer engagement, visible complaints |
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| 0 | No ratings yet or cannot assess |
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**Check for:**
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- Average rating (target: 4.0+ minimum, 4.5+ ideal)
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- Total rating count
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- Recent review sentiment (last 5-10 visible reviews)
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- Common complaint themes (bugs, crashes, pricing, UX)
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- Developer response presence and quality
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- Rating trend (improving or declining, if visible)
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- Review recency (fresh reviews signal active user base)
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---
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## 5. Metadata & Freshness (Weight: 10%)
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| Score | Criteria |
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| ----- | ------------------------------------------------------------------------------------------------------------------------- |
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| 9-10 | Updated within last month, 10+ localizations, optimal category choice, in-app events/LiveOps active, data safety complete |
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| 7-8 | Updated within 2 months, 5+ localizations, good category, data safety present |
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| 5-6 | Updated within 3 months, 2-4 localizations, acceptable category |
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| 3-4 | Updated 3-6 months ago, 1-2 localizations, possibly wrong category |
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| 1-2 | Not updated in 6+ months, single language, poor category choice |
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| 0 | Cannot assess |
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**Check for:**
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- Last update date and recency
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- Number of supported languages/localizations
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- Category selection (is it the best fit? less competitive alternative?)
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- In-app events (Apple) or promotional content (Google) presence
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- Data safety / privacy nutrition label completeness
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- Age rating appropriateness
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- Version history quality (do release notes communicate value?)
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- What's New text quality
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---
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## 6. Conversion Signals (Weight: 10%)
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| Score | Criteria |
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| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- |
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| 9-10 | Clear value before download, transparent pricing/IAP, social proof visible (press, awards), download range suggests strong traction, developer credibility strong |
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| 7-8 | Good value communication, pricing clear, some social proof |
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| 5-6 | Value prop exists but weak, pricing unclear or IAP heavy, limited social proof |
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| 3-4 | Unclear what user gets, confusing pricing, no social proof, low downloads visible |
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| 1-2 | No value communication, suspicious pricing, app looks abandoned |
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| 0 | Cannot assess |
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**Check for:**
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- Price transparency (free, freemium, paid - is it clear?)
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- In-app purchase list quality (do IAP names communicate value?)
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- Download range (Google Play - 10K+, 100K+, 1M+ signals trust)
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- Developer name/brand recognition
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- "Editors' Choice" or featured badges
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- Press mentions or awards in description
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- Related apps from same developer (portfolio trust signal)
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- Privacy practices transparency
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---
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## Calculating Final Score
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```
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Final Score = (Title * 0.20) + (Description * 0.15) + (Visuals * 0.25)
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+ (Ratings * 0.20) + (Metadata * 0.10) + (Conversion * 0.10)
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Scale to 100: Final Score * 10
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```
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**Example:** Title: 7, Description: 6, Visuals: 8, Ratings: 9, Metadata: 5, Conversion: 7
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```
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(7 * 0.20) + (6 * 0.15) + (8 * 0.25) + (9 * 0.20) + (5 * 0.10) + (7 * 0.10)
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= 1.4 + 0.9 + 2.0 + 1.8 + 0.5 + 0.7
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= 7.3 → 73/100 → Grade: B
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```
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