10 tips to create screenshots that boost your conversion

10 tips to create screenshots that boost your conversion

App screenshots play a critical role in the on-page App Store Optimization (ASO). Optimizing screenshots in Google Play store and App Store can increase your conversion rates significantly which, in turn, impacts your organic growth.

Here are our top 10 tips for how to create screenshots for your app that will stand out and optimize conversion:

1. Think about the differences between App Store and Google Play

Search: While searching in the App Store, on iOS 12, 3 screenshots are displayed on your screen, with the option of having the first screenshot be an auto-play video app preview. Google Play store does not have this function.

Impression: In App store you immediately see almost 2 screenshots, In Play store there is a Feature Graphic on the top which can be a video or an image and then you have to scroll to see 3 screenshots.

2. Demonstrate the key message in the first screenshot

People only stay on the app store page for 7 seconds before they decide whether they download the app or leave. Therefore, you have a very limited time to grab people’s attention and persuade them to install your app. By clearly communicating your app’s key message in the first screenshot, users are more likely to stop and take your app offering into consideration.


3. Keep the screenshots simple and readable

Keep in mind that the screenshots will be displayed on small displays of mobile devices. Test on multiple devices and keep the text big enough so it is easy to read even without clicking on it.

Use simple backgrounds and concise text – having too much information in the screenshots can be overwhelming for the visitors and decreases their willingness to install the app (i.e., lower conversion rates).

Screenshot of Tinder’s app on Google Playstore, Large texts, simple words, and straight to the point.

4. Connect the screenshots with a story

Instead of stand-alone screenshots that demonstrate the features of the app, you could try to connect those screenshots by creating a storyline between them.

Also, the first 1-2 screenshots should show the most important message about the app either in a video, or in a landscape or a split mode.

First 1-2 screenshot are “split” while demonstrating the main message (Shazam):

Foodora’s  first screenshot is different from the rest, but is connected by the background’s design.

Linking the screenshots in the background can also increase people’s curiosity to scroll to the following images, giving you more “space to sell your story.”

While having “split” screenshots was very popular in these past years, they’re becoming less popular because they require more advanced design skills.

5. Use high resolution images

If you can, invest into custom images which represent your app or game. If you do not have the resources for professional images, using shots of the app’s UI is sufficient.

Do not use stock images. Using stock images can make the app look unprofessional and cheesy.

6. Edit the status bar

Whether in the iOS app store or Google Play store, make sure to edit the unnecessary icons from the screenshots. Focus on editing:

  • The service provider
  • Full wifi icon
  • Full battery icon
  • Bluetooth and other icons disabled
  • Time – Apple recommends 9:41 or 12:01 (wonder why? – read here)

Pro tip: If you have a Mac, you can use a QuickTime Player to capture the UI, the status bar will be edited automatically.

Sample of the 8fit iphone screenshot – notice the battery percentage, time, and wifi signal.


7. Focus on value, not features

Always convey the unique value proposition that your app offers to the users. How will the users feel when they use the app? Does the app have certain steps a user has to go through? Guide them through to show them the look and feel of the app even before downloading it.

While it can be a good idea to show the user experience, be careful because Apple has strict policies and can ban the screenshots if you use the UX images in an inappropriate way.

8. Localize your graphics

If your app or game is available in multiple languages and countries, localize the graphics of your screenshots to the local language. Localizing them can remove a language barrier and make it easier for users to understand the features of the app.

9. Use at least 5 screenshots for iOS and Google Play

The app store pages are the place where you persuade the visitors to become users. Apple and Google give you limited space for your metadata and screenshots for your ASO (max. 10 screenshots for an apple device, max. 8 for an Android device) – maximize this space effectively and thoughtfully – you never know what can trigger the visitor’s attention.

10. Awards, testimonials, exclusivity

Your screenshots can showcase selling points other than just your app’s features and UI.

If your app has already been awarded, featured by Apple, Google, or a famous big publisher, do not hesitate to mention it in the screenshots. Doing this will increase the credibility of your app and people will be more likely to download it.

If you do not have this coverage but have another big achievement – e.g., 1M downloads or if you app has an “exclusivity” feeling – include those in the first screenshot.

These 10 tips are only a high level overview of key points you should take into account when creating screenshots. Would like to learn more about the ways how to improve your creatives in app stores? Contact us.

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