1- Introduction
“Don’t judge a book by its cover.”
This quote doesn’t apply to App Store users. On App Stores, users tend to judge your App based on the cover, which is the set of Screenshots on the Product Page. In other words, the Screenshot is the most impactful factor that drives users to download your App is App.
This article shows you the technique of planning & designing a good set of screenshots is key to increasing the App Download Rate
2- Technique
a- Planning
As mentioned in another article, we all know that:
- iOS allows 10 screenshots
- Android allows 8 screenshots
This means you have space to describe your app, tell your story and convert users. While making the App Screenshots plan, please follow some techniques below
- Imagine each screenshot as 1 section of a Landing Page.
- Convey a clear strategic message for every screenshot (every section)
- Arrange screenshots in an order that escalates your story and offers
- The first 3 screenshots are the most impactful in converting users. Competitive offers, promotions, and USPs are worth mentioning here.
Example of planning compelling screenshots.
b- Screenshot Content
Before writing in detail, you should consider the content structure. A good structure can help your users to scan offering messages faster, resulting in a higher conversion rate.
My preferred structure separates the content into 2 parts for every Screenshot:
Part 1: Headline
Use the most impacting words to describe the main topic. Keep it short and effective.
Part 2: Description
Explain the topic in detail by adding extra information to convince users
Don’t forget to include relevant keywords to your Screenshot Content!
Keywords in screenshots ARE NOT a ranking factor. However, it helps to match your offers with the user search intent.
Example: If a user searches for “Forex Trading App”, then sees this keyword somewhere in your Screenshot. Expectedly, he will be more likely to take action.
c- Screenshot Visual Design
After writing the detailed content for all Screenshots, let’s begin the visual design.
Step 1: Screen capture of the in-app interface
Open your app and take the relevant screen capture for every screenshot content you have planned above.
Step 2: Choose the suitable Device Mockup
Put your prepared Screen Capture into the suitable device mockup, depending on your target app stores. If launching your app in Google Play, consider the mockup of Android devices and vice versa.
Step 3: Arrange the Device Mockup and Content to a layout Put them into a complete design. My favorite layout is consistently arranging the content on the top and the Device Mockup at the bottom to help users scan the text faster. Putting the text in different positions may interrupt the user experience.
Step 4: Decorate It’s time to pick theme colors and add some design elements to make your screenshot more appealing. Also, be consistent in choosing the font and size of your text.
d- Localize your design
This “localize” is not about the “content translation”. It’s about adapting your visual design to each local preference.
Here, I suggest designers understand the regional visual taste by conducting Screenshot Research in each targeting region. Then, apply that style to your screenshot design.
e- a/b Testing
Your first design may not be perfect, but you can gradually find the most effective design by constantly a/b testing
This is the method:
- Launch a new screenshot every month for the a/b test
- Every test should clearly define optimizing factors. Example: Test a new theme color, or Test a new Device Mockup, or Test new Content; or else?
