10 practical rules for App Store screenshots that actually convert (summary)
A credited summary of ConsultMyApp’s 10 screenshot principles for improving conversion: relevance-first, intent alignment, and testing what users actually see in the first 3 frames.
Original article (source): ConsultMyApp — “How Do I Make my App Store Screenshots Convert Traffic? Top Ten tips.”
This post is a summary with attribution + a backlink.
The core idea
Every acquisition channel eventually funnels into the same moment: someone lands on your store listing and scans your screenshots.
ConsultMyApp’s framing is blunt but useful: screenshots don’t “add polish” — they decide whether intent becomes an install. If they fail to quickly confirm why the user is here, you’ll feel it everywhere (CVR down, CPI up).
The 10 rules (condensed into what’s operational)
1) Treat screenshot work as an economic lever, not design work
If conversion drops, paid gets more expensive automatically. So screenshot iteration is really CPI control.
2) Match the level of explanation to how familiar the category is
- Familiar flows (retail, delivery): less teaching, more reassurance.
- Novel mechanics (new fintech/dating/travel concepts): explanation earlier to reduce uncertainty.
3) Establish relevance before you explain
Explanation isn’t bad — bad sequencing is. If users aren’t sure it’s relevant, they won’t “work” to understand it.
4) The first 3 screenshots earn the right to be seen
If screenshot 1–3 don’t quickly answer:
- what is this?
- who is it for?
- why should I care? …the rest of the set won’t matter.
5) Let keywords shape screenshots (not just metadata)
Search terms imply a mental picture. If the visuals don’t “complete” that expectation, users bounce.
6) Use Organic CPPs to be specific without overloading the default page
Their suggested question for every CPP:
“Is this relevant to what I just searched?”
7) Apply the same intent logic on Google Play with Custom Store Listings
Shorter decision loops mean confusion costs more.
8) Use AI for diagnosis (where clarity breaks), not as a screenshot copywriter
The most valuable use is spotting where:
- demand exists but conversion is weak
- messaging doesn’t match intent
9) Explanation should reduce perceived effort
If your “explainer” makes the app feel complex, it’s hurting conversion.
10) Measure screenshot impact with the right cuts
Not just overall CVR — look at:
- CVR by acquisition source
- CVR by keyword cluster
- PPO tests where only ordering / first frame changes
A simple weekly routine (so this doesn’t become a one-off)
- Pick 1 intent cluster (e.g., “sleep tracker”, “budget planner”, competitor term).
- Update frame 1 to match it.
- Run a PPO / test window, then ship the winner.
Read the original: https://www.consultmyapp.com/blog/how-do-i-make-my-app-store-screenshots-convert-traffic
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