# Calm ASO audit worksheet

Use alongside https://www.asoagency.com/briefs/calm. Published copy proposals are hypotheses, not tested outcomes.

## Published creative verdict: 2/10

Reassessed 2026-10-25. The creative spends too much of its opening borrowing credibility. Rebuild around a specific supported bedtime choice, readable content and the way to start listening. Keep one accurately attributed proof cue. Repeated recognition is not a substitute for a differentiated product demonstration.

- Hook & benefit: 0/2. A number-one claim introduces reputation rather than a bedtime benefit.
- Product proof: 1/2. The first tangible listening experience appears in frame three.
- Visual hierarchy: 1/2. Repeated blue layouts and small pale headings reduce useful contrast.
- Story & momentum: 0/2. Two credibility frames repeat the same persuasion job.
- Reason to choose: 0/2. Awards and media logos do not demonstrate the listening experience.

## Three changes to brief

1. The awards take the user's place
   Problem: Category leadership and badges dominate without a listening action.
   Deliverable: Lead with one actual Sleep Story or practice and a concrete experience benefit.
2. More proof repeats the same job
   Problem: Recommendations and publication marks postpone the product again.
   Deliverable: Replace this frame with readable content selection or supported playback detail.
3. The experience arrives late and tilted
   Problem: The useful content screen is angled and busy.
   Deliverable: Move it forward and enlarge one authentic choice with accurate access context.

## Define your scope

- App and listing URL:
- Store, territory, language and device:
- Observation date and reviewer:
- Visitor intent and source:

## Your ASO assignment

1. Lead with one actual Sleep Story or practice and a concrete experience benefit.
2. Replace this frame with readable content selection or supported playback detail.
3. Move it forward and enlarge one authentic choice with accurate access context.

## Keep evidence separate from judgment

For each of your first three screenshots record: source URL, capture date, visible content, interpretation and proposed action. Identify the material that must remain unchanged.

## Review the proposed copy

Name: Calm: Sleep & Meditation
Subtitle: Stories, sounds & daily calm

Reasoning: The proposed name gives an unfamiliar shopper a category cue. The subtitle introduces formats rather than repeating the same category nouns.

Tradeoff: This spends brand space on explanation and changes more than one field. Treat it as a draft for review, not a simultaneous change during the screenshot-order experiment. Search demand and the private keyword field remain unknown.

Your alternative name:
Your alternative subtitle:
Character counts:
Important inclusions and exclusions:
Feature and entitlement checks:

## Plan one test

Example question: Does showing a Sleep Stories screen earlier help eligible visitors understand the app better?

Your audience:
Control:
Treatment:
Randomization or other comparison method:
Primary metric and definition:
Real baseline and available traffic:
Minimum practical effect and sample requirement:
Guardrails:
Decision rule and review date:
Confounding changes:
What would make the result inconclusive:

## Handover

Include the original listing snapshot, source links, dated review sample and selection method, competitor observations, copy decisions, approved creative, test brief and remaining evidence gaps.

## Evidence still needed in this audit

- Current non-brand acquisition mix by territory.
- Approved screenshot and content-entitlement inventory.
- Recent representative review sample and verified playback findings.