App Store Spotlight: Orbit - Time-Based Invoicing

April 17th, 2025

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

In today’s competitive app marketplace, even niche tools like invoicing apps for freelancers need to be strategically positioned to stand out. This week’s spotlight focuses on Orbit: Time-Based Invoicing, a productivity app designed to help freelancers and small business owners track their time and send invoices efficiently. Using insights from Gummicube ASO tools, we’ll break down how Orbit performs from an App Store Optimization (ASO) perspective—analyzing their app’s title, subtitle, and creative assets—and explore where they have room to grow. We’ll also compare their listing to a competing app in the same category to see how they measure up and where improvements can be made.

Orbit’s App Title & Subtitle

One of the most critical components of any app store listing is its metadata. The title and subtitle are not only essential for conveying value to potential users, but they also impact how well an app ranks in search results. Orbit is currently making a decent attempt at utilizing its metadata real estate:

App Title: Orbit: Time-based Invoicing (27/30 characters used)
Subtitle: Track time & send invoices (26/30 characters used)
While both the title and subtitle are straightforward and communicate the app’s functionality clearly, there are missed opportunities here. The metadata could do a better job of integrating high-volume keywords that users are actively searching for in the App Store. DATACUBE shows that users frequently search for terms like:
"freelancers"
"invoice generator"
"free invoice app"

These app keywords are not just popular; they are highly relevant to Orbit’s target audience. Incorporating them into the title and subtitle can improve visibility, ranking, and ultimately conversions.

A suggested title update could be: Orbit: Freelance Invoices ASAP. This new title uses the full 30-character limit and incorporates "freelance" and "invoice”" two high-volume, high-relevancy search terms, while also introducing a potential selling point. The term "freelance" directly appeals to a large portion of the app’s audience—gig workers, independent contractors, and solo entrepreneurs.

For the subtitle, a small but strategic revision would be: Track time & generate invoices. This variation still describes the app’s core function but introduces the term "generate invoices," which is adjacent to another popular term, "invoice generator."

These revisions may seem minor, but they can have a measurable impact on app discoverability. Especially in competitive categories, even slight keyword changes can make a difference in how the app performs in search rankings.

Apple states that over 70% of discovery is attributed to search. So being intentional and mindful of included relevant keywords is crucial for app store success. Higher discovery can lead to increased downloads, so it behooves developers to spend time in this area of app store optimization.

Orbit Time Based Invoicing iOS Screenshots

App Creative Review: Screenshots & Visual Presentation

When it comes to app screenshots, the first three are the most critical. Strategically using them to highlight your app’s key features right away gives potential users a clear and accurate understanding of what your app offers.

Orbit currently uses 7 of its 10 available screenshot slots, and while the screenshots are visually cohesive and clearly branded, they leave some storytelling potential untapped. The visuals are clean, using a deep purple background with white text that stands out well. Each screenshot effectively highlights a feature or function of the app, which is a good start.

However, there are a few areas for improvement that could elevate the listing from solid to standout:

Utilize all 10 screenshot slots: More screenshots mean more real estate to communicate features, benefits, and differentiators. This can include showing how fast invoices can be sent, how easy it is to log time, or how the app integrates with other tools freelancers use.
Add more dynamic mockups: Currently, Orbit's iPhone mockups are a bit too generic. Zooming in on specific features- such as customizing an invoice, viewing a time log, or selecting a client- could make the screenshots feel more interactive.
Introduce variation between slides: While brand consistency is important, slight changes in background shades, angles, or feature focus can increase engagement. If all screenshots look too similar, users are likely to skim quickly and miss key information.
Incorporate an app store video: This is one of the biggest missed opportunities. A well-produced App Store video gives users a dynamic look at the app’s flow and can make a strong first impression. It also serves as another engagement hook that can improve conversions, especially for users who want a walkthrough before committing to a download.

Beyond these improvements, Orbit could also explore A/B testing various screenshot orders or emphasizing different features based on seasonal needs, like tax season for freelancers, when invoicing and tracking are especially crucial.

App Keyword Integration Opportunities

Keyword optimization doesn’t end at the metadata. Screenshots and video previews offer valuable opportunities for keyword integration. While Apple doesn’t index text from screenshots directly, the captions can reinforce app relevance for viewers and provide another layer of context. Captions like “Generate invoices instantly” or “Invoice clients on the go” both convey value and echo high-volume search queries.

Apps that provide multiple entry points for relevant keywords across visuals and metadata often perform better. It creates a more cohesive brand story and sets clearer expectations for the end user.

Competitor App Comparison: Employee Time Tracking

To better understand Orbit’s position in the market, we looked at a competitor with a strong ASO presence: Employee Time Tracking.

This app does a great job with its metadata:

App Title: Employee Time Tracking (22/30 characters)
App Subtitle: Time Tracker & Timesheet App (30/30 characters)

Here, the title and subtitle are fully optimized to describe what the app does while including highly relevant keywords. The use of "time tracker" and "timesheet" are both high-volume terms and instantly tells potential downloaders what to expect.

Their creative assets are also worth studying. They use all 10 screenshots and feature a cohesive, engaging visual design. Some standout elements include:

High-contrast text using black and bright green for emphasis
A clean, light green background that is easy on the eyes
Smart use of alternating text colors to highlight features
Integration of real-world imagery alongside app mockups
Slight visual variation from image to image to sustain viewer interest

They also include a video preview that walks users through how the app works. This helps create a sense of realness and usability, making users more confident in their download decision.

By using color contrast, smart design elements, and comprehensive visual storytelling, Employee Time Tracking creates a user experience that is engaging before the app is even downloaded. Orbit can borrow some of these techniques to elevate their listing and better connect with users.

Summary: Opportunities for Orbit

Orbit is already building on a solid foundation. The app has a clear purpose, a strong visual identity, and a useful set of features that solve real problems for freelancers and small businesses. However, small but strategic adjustments can make a significant impact:

App Metadata Improvements
- Incorporate high-volume keywords like "freelancers," "invoice asap," and "free invoice app"
- Maximize the character count in both title and subtitle to gain keyword visibility
App Creative Enhancements
- Fill all 10 screenshot slots for broader storytelling and higher opportunity to use intentional, relevant keywords
- Vary visual styles and designs slightly to keep user attention
- Improve iPhone mockups by focusing on detailed feature use
- Add a video preview to drive engagement and improve conversion
App Keyword Synergy
- Use captions in screenshots to reinforce keyword relevance
- Explore seasonal keyword strategy tied to freelancer pain points (e.g., tax deadlines, quarterly reporting)

Orbit has the potential to stand out as a top solution for freelancers, especially with the right ASO strategy in place. By focusing on visibility through metadata and improving user engagement through creative elements, Orbit can turn browsing users into loyal downloaders.

Let’s Chat!

Optimizing your App Store presence doesn’t need to be overwhelming. At Gummicube, we specialize in helping apps like Orbit reach their full potential through app store optimization services like keyword research, metadata testing, and creative optimization.

If you’re looking to unlock your app’s growth, our ASO experts can guide you through data-driven improvements that drive real results. Let’s chat today!

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