To maximise your app’s conversion rate for the lowest possible user acquisition cost, it is crucial to understand how to optimise the sequence of screenshots on the App Store page. In this post, we examine those high-converting screenshots that drive more traffic to your app’s page and, in turn, lead to more app downloads.
According to research firm Forrester, 63% of apps are discovered through App Store searches. This makes App Store browsing the most used method for discovering and downloading apps. Consequently, if you’re not using App Store Optimisation (or ASO for short) to increase your app’s search ranking, you’re missing out on the largest discovery channel available to your app.
At its core, ASO is about increasing your organic installs by showcasing (or teasing) your app’s features quickly and succinctly. But to maximise your conversion rates for the lowest possible user acquisition cost, you must understand how to optimise the sequence of screenshots on your App Store pages.
Previously, we touched on how to pick the best ASO keywords for naming your app and designing your app’s Landing Page to draw in users and stand out once installed. In this post, we’ll go over what screenshots to place on your store page to convert views into installs, as well as the A/B testing you can do to optimise conversion rates.
So, without further ado, here’s how you find those high-converting screenshots to increase downloads on the App Store.
Making Screenshots that Showcase Your App
Whereas an icon might hint at your app’s quality and general utility, screenshots and videos paint a clear picture of what your app actually does. The best screenshots clarify your app’s unique value proposition and key selling points. How you demonstrate this, however, differs by app type.
Optimising For: Games
Angry Birds 2 on iPhone shows off both gameplay and graphics. It doesn’t waste space showing how to launch a bird.
Games need screenshots that impress potential users with context about how fun the gameplay is as well as high-quality visual design. Angry Birds 2 is a great example that leads with its lively characters and physics-based gameplay, as established in the original Angry Birds. Adding key benefits at the top-left or bottom-right (e.g., “Multi-Stage Levels!”) is another best practice put in motion by Rovio’s designers.
Optimising For: Apps
CatchOfTheDay on iOS tells a story to engage audiences.
For apps that aren’t games, we suggest showcasing screenshots that inform users how the app works. CatchOfTheDay is a perfect example. First, it hooks shoppers with the lead screenshot (beyond using Apple’s well-known brand and products, it also showcases being ‘Australia’s #1 Shopping Experience’). Then it proceeds to explain the shopping experience by visually outlining the main features the app provides to users.
Making Screenshots that Engage Users
Users are selective. You only have one to three seconds to get them to pay attention (Industry experts call this the “three-second rule”). There are several fundamentals to practice to convert the most installs.
Clumsy Ninja on Google Play leads with an entertaining video to engage Android users.
You’ll want to lead with at least one clear high-definition video. Keep it short and simple – ideally 15 to 30 seconds long. As a rule of thumb, your trailer’s duration should be less than half the time it takes to download the app itself on a 4G connection.
It’s even more important to leverage an app trailer on Android, as your lead video appears at the top of the Google Play store page. Clumsy Ninja does an excellent job of utilising this video top space with its engaging video.
For screenshots, always lead with the highest-converting image based on non-incentivised traffic. This may require some A/B testing, which we will cover later in this post.
How to Design a Great Screenshot
It’s very important to have concise and scalable screenshots, as users will be browsing on a range of devices including desktops, laptops, phones and tablets. File format is also a consideration — to get your screenshots onto Google Play and iOS App Store, they need to be saved as either JPEGs or PNGs.
If it’s your first time making App Store screenshots or you need assistance with your next project, you can use AppIconTemplate.com’s handy iOS and Android screenshot PSD templates.
In general, text should be light and used to help frame the visuals. This translates to a font size around 65pts for the body and 100pts for the header. Overall, you’ll want to communicate visually and be supported by — not reliant on — text. Tinder employs this strategy by using text to enhance the visual message.
Screenshots should have a sense of hierarchy, displaying the app’s core features and unique selling points first. This way, the consumer can quickly grasp why your app is better than or different to competitors.
In the Tinder example, users quickly learn that the app shows local people, the ability to quickly like or pass and what happens when a match occurs. This helps it stand out against other dating apps.
Lastly, always make sure screenshots are consistent with the look and feel of the app UI/UX. Otherwise, users will become confused when they open your app and you’re likely to run into user retention problems.
Combining Design with A/B Testing
The quickest way to know you have the best screenshots and optimise conversion rates is through sequential A/B testing. However, how you execute this method differs by App Store:
- Google Play – Android developers have it easy thanks to Google Experiments, which lets you set up tests and collect results within Google’s dashboards.
- iOS App Store – For iPhone and iPad apps, we recommend using Facebook advertising campaigns prior to an app’s soft launch. The click-through rate for each screenshot will allow you to evaluate which ones drive traffic towards your app and, as a result, will lead to more downloads.
Based on you’re A/B test findings, you should optimise the order of your screenshots so the highest-converting one (among your target users) is first. Furthermore, you need to account for common behaviour across devices where your user views your store page. When they come across your page, they could be on their desktop, laptop, phone or tablet. To maximise your conversion rates, you must not only have the best set of screenshots, but also know the correct order to present them.
According to analytics firm App Annie, a 10% improvement in your conversion rate can lead to 10% more app installs or 10% less user acquisition to reach your target market. In short, optimising your screenshots will improve your user acquisition.
However, design principles and A/B testing methods differ between apps and Apps Stores, so be sure to keep our guide handy to help you through the process. In time, you’ll discover which screenshots are leading to the most downloads and, in turn, receive the fruits of your App Store Optimisation efforts.
Are there any ASO tools or resources with should be checking out? Let us know in the comments below.