Previously, we discussed the different elements of ASO and how the right keywords can drastically increase organic downloads in our post How To Increase Your App’s Visibility Through App Store Optimization. While keywords are very important for ASO, screenshots also play a major factor in generating organic downloads.
In 2015, AppAnnie posted an article, App Store Optimization (ASO): How to Design the Best Screenshots, in which they discuss finding the best screenshot for an app store page. Even though the post is almost two years old, the information is still very relevant today.
When a user is scrolling through the thousands of apps that show up in a search result, an app only has a split second to grab attention and get a user to visit the app page. This means that choosing the right type of screenshot to represent an app can make the difference between getting an install and just being scrolled past.
There is no right answer as to what screenshots work-- every app is different. What is used for a gaming app might not be the same as one for an ecommerce app. Those are two very different intentions and uses. Therefore, when choosing an app’s screenshots, it is important to understand who the user is and how they will be using the app.
Of course, deciding on the best screenshot can be difficult. In one of Dan Counsell’s articles, 10 Styles of App Store Screenshots, he talks about the different types of screenshots found in the app store, and explains how each one can be useful in their own way.
As Dan’s article shows, screenshots don’t just mean showing what the app interface looks like. There are a number of different factors that will need to be taken into consideration. It is important to choose a few different styles and run a number of different A/B test before determining what works best for an app listing.
Another factor to consider is localization. If an app is available in a number of different languages, then it is important that the screenshots are translated and localized.
Localizing an app is important to help apps break into a new market because of how advertising in different countries can affect an app’s popularity. . As mentioned in the AppAnnie article, an app’s presentation in Japan will be different than how it is presented in the United States or France.
While just using the classic app interface can occasionally work for some app pages, this is not always the case. That’s why we recommend testing , i a number of different styles of screenshots get the best organic results.