ASO AgencyProductivity · US iPhone listing
Does their ASO suck?
Listing creative score · first three captured iPhone screenshots
4/10Recognisable. Not convincing.
Evernote's opener has a logo, travel material and decorative cards. The next frames broaden into practically every kind of organisation. One useful mobile job would sell more clearly than this stationery explosion.
Gab’s verdict · 4/10Gabriel Machuret
One storefront, one language and a dated capture. This is an independent editorial audit, not a client case study.
Gab’s take · Five criteria. Two points each.
The notes and planning surfaces have useful substance. The missing part is a simple first win. A busy collage can show breadth, but it should not make the visitor assemble the reason to install. Rebuild around capturing one piece of information and using it in a note or task. Add a concrete benefit headline and enlarge the relevant detail. More collaged examples only deepen the lack of focus.
The note and organisation context gives an identifiable use case. A more explicit capture benefit would strengthen the logo-led opening.
Notes and planning surfaces appear without a completed action.
Decorative collages and small examples weaken hierarchy.
Several unrelated documents replace one capture-to-use story.
Mixed-content notes are specific but underdemonstrated.
0: not earned · 1: useful but incomplete · 2: clearly demonstrated. Judged on the dated opening creative; public metadata provides context. These points assess creative execution, not private conversion or ranking performance. Read the scoring criteria · See all ten verdict levels
Inspect the numbered original, read the problem, then compare the proposed fix. The publisher’s creative stays unchanged.
What the visitor sees → what I’d change
Look at the original: Several pieces of trip information are presented together beneath the brand.
Why I’m flagging it: The opening lacks a specific reason to use the app.
Lead with one mobile capture benefit and a readable example.
What the visitor sees → what I’d change
Look at the original: The grid makes several kinds of saved material visible.
Why I’m flagging it: Multiple unrelated note types obscure the useful action.
Continue the same captured item into an organised, usable note.
What the visitor sees → what I’d change
Look at the original: The image labels three planning functions and includes an illustrative November 2025 calendar.
Why I’m flagging it: Reminders, tasks and calendar are advertised as separate fragments.
Show one actual note-to-action handoff with current controls.
Proposed copy for discussion. These are not current listing fields or tested winners.
Observed listing
Tasks, memo & lists organizer
Proposed alternative
Capture ideas. Organize tasks.
Name 26/30 · Subtitle 30/30 charactersDescribe the demonstrated core activities and retain the notebook category. The alternative intentionally centres the visible organisation story rather than an AI capability not shown in this sample.
The tradeoff: Removing AI from the title may lose a strategically important audience, while notebook and notes overlap. The change needs actual query and product-positioning evidence, not just a preference for simpler copy.
Read the sequence from top to bottom on mobile, left to right on desktop. These are message-layout sketches, not screens from Evernote or tested results.
Proposed headline
Put this in the frame: A verified note combining authorised text, images and tags in the current mobile app.
Why it earns the space: Make the existing travel example understandable without inventing a new feature.
Proposed headline
Put this in the frame: A current search and result for one item from that same note.
Why it earns the space: Complete the capture-to-retrieval promise with actual product proof.
Proposed headline
Put this in the frame: A verified task or reminder linked to the note, with accurate access conditions.
Why it earns the space: Connect organisation to action without claiming that every calendar or integration works identically.
The test: Does a concrete travel-organisation headline help visitors understand the opening collage and improve conversion? The sketch gives the designer a direction; the actual product and access conditions decide what can ship.
Bring the listing. I’ll help you decide what to keep, what to fix and what to test.
Observed competitor metadata
Plan, organize, track projects
Notion names notes, tasks and AI with planning and project organisation.
The lesson: The category overlap is broad. Evernote can explain a small capture-and-find routine rather than compete through another all-in-one claim.
Observed competitor metadata
Capture Notes, Ideas and Memos
OneNote names capturing notes, ideas and memos.
The lesson: Capture language is immediately understandable. Demonstrate the actual material Evernote can collect and retrieve without adopting reviewer claims of superiority.
Observed competitor metadata
Clean text editor for focus
Bear emphasises Markdown notes and focused text editing.
The lesson: Focused writing is a different priority from a mixed-media planning workspace. Make the benefit of Evernote’s breadth visible rather than assuming more features always win.
Intent candidates grounded in the listing—not fabricated search-volume or difficulty scores.
Visitor’s job: Capture information and find it later.
Evidence: The name names notes and notebook, while the opening shows a mixed-media travel note.
Decision: Prioritise a verified capture-to-retrieval task and investigate real query relevance before changing metadata.
Visitor’s job: Connect information with something to do.
Evidence: The subtitle names tasks and the third frame labels reminders and calendar.
Decision: Verify access and integration scope; do not imply all planning features are identical across platforms or plans.
Visitor’s job: Use assistance to work with saved information.
Evidence: AI is explicit in the observed name, but the first three stills do not demonstrate an AI interaction.
Decision: Research this expectation separately and require a current input-to-output example before making AI the creative lead.
The unseen keyword field may already cover some of these terms. Build an evidence-backed keyword shortlist before making a metadata change.
Three accounts from 2021, 2022 and 2025 were selected for continuity, capture and planning. Two explicitly describe improvements or recovery after earlier problems. They do not establish current sync reliability, ownership effects, plan access or comparative product quality.
Sample: 3 selected accounts from 8 displayed reviews. Dates: 28 July 2021–16 May 2025. No sentiment percentage is calculated.
16 May 2025 · 4/5 stars
“favorite note-taking app”
A May 2025 account contains several updates: criticism of interruptions followed by improved usability and continued preference for Evernote.
What I’d investigate: Preserve the improvement rather than extracting only the earlier complaint; investigate interruption-free capture today.
Listing review source · Review ID 1266232247415 September 2022 · 3/5 stars
“changes to be saved”
A September 2022 reviewer acknowledged fixes but remained uncertain about pending edits when switching views.
What I’d investigate: Use save-state comprehension as a research prompt, not proof of current data loss or sync failure.
Listing review source · Review ID 908841824128 July 2021 · 5/5 stars
“All of my notes suddenly appeared”
A July 2021 account described an initially problematic update followed by recovery and enthusiasm for tasks and calendar-related features.
What I’d investigate: Keep the resolution and date. Verify current integration and upgrade behaviour independently.
Listing review source · Review ID 7625841234A displayed review can be old, unusually positive or internally inconsistent with its star rating. These accounts suggest questions; they do not establish current defects or typical customer experience. Use the Review Research Desk to keep evidence and interpretation separate.
The opening lacks a specific reason to use the app.
Deliverable: Lead with one supported mobile capture benefit and a readable example.
Creative brief and current-product checkMultiple unrelated note types obscure the useful action.
Deliverable: Continue the same captured item into an organised, usable note.
Creative brief and current-product checkReminders, tasks and calendar are advertised as separate fragments.
Deliverable: Show one actual note-to-action handoff with current supported controls.
Creative brief and current-product checkDoes a concrete travel-organisation headline help visitors understand the opening collage and improve conversion?
Check Apple’s current product page optimization guidance and custom product page guidance before configuring a test. Write your experiment brief.
1–3: thumbs down · 4–6: thumbs up and down · 7–10: thumbs up
The basics need a serious rethink.
Too many obvious things have been left unfinished.
There is a useful product here. The listing needs to show it.
Some basics work, but the opening wastes attention and under-explains the benefit.
There is usable creative here, but too much of the sales argument is left to the visitor.
Real strengths, undermined by meaningful gaps in the opening story or execution.
A clear, useful demonstration with specific refinements still needed.
The main promise is clear and supported. Refinement matters more than reinvention.
Clear positioning, thoughtful choices and very few loose ends.
An unusually clear, convincing storefront worth learning from.
An editorial verdict on the captured storefront, not a measured ASO score or an assessment of an agency’s private work.
No private analytics, search-rank dataset or internal keyword field was supplied. Review quotations are short excerpts; explanations are our summaries. App names and screenshots belong to their respective owners. We are not affiliated with Evernote. Read our editorial methodology.
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