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May 20 2022
Generally, when users search for keywords in the app store search bar, the first thing they see is your app's visual asset. The average user spends up to 7 seconds on a single app store listing. Therefore, being able to immediately grab the attention of the target audience is crucial for ASO. Having more eye-catching icons, screenshots, and videos than your competitors will help you get more traffic and app installs.
Maybe you have some questions: How do screenshots, icons or videos on different Apple/Google devices change? What guidelines should be followed to optimize icons, screenshots, videos, and pinned large images?
Next we will provide you with a comprehensive optimization guide to get the attention of your target audience.
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Screenshots are one of the important elements in app store optimization. In general, it should reflect the essence of your app and show the most interesting features at its core. If you're not visually optimizing your screenshots, you're creating opportunities for your competitors.
If your screenshots don't look appealing at first glance, users won't want to dig deeper into your app. At the same time, if your screenshot information is too detailed, your app may be considered difficult to use and users will abandon the download at once. Therefore, it is important for you to find a balance between visual effects and information transmission.
Your screenshot should choose the best image orientation. Portrait screenshots can present a wide range of content, so that users do not need to scroll the screen to see more information. In contrast, landscape snippets allow users to focus on a different piece of information.
Apple allows a minimum of 1 and a maximum of 10 screenshots per supported device on the App Store. We recommend using all 10 screenshot spaces to fully optimize the opportunity to showcase your app. What needs to pay attention in Google Play is that taglines in screenshots are only allowed to convey key characteristics of an app or game when necessary. The tagline should not take up more than 20% of the image.
In the App Store and Google Play, screenshots need to show real in-app or in-game experiences, highlighting core features and content so that users have a real understanding of the app.
As a general rule of thumb, your screenshot should be:
Represents real-world app/game use
Relevant to your brand
Reflects the value your app will bring to users
Localization (for markets and languages)
Your app icon is another important ASO element. Your app icon is the symbol of your app brand, whether it is when the user chooses to download the app in the app store, or in the process of using the app after downloading, the icon runs through the user's entire process of use. Therefore, a good icon is another symbol of the brand.
How to make a great icon? The most important thing is to determine the fundamental purpose of your app. Then convey it to your target audience with the most direct and recognizable images. Our recommendation is to focus on a simple and eye-catching graphic that includes only the images that are most important to the message conveyed. If you already have a brand that users are familiar with, be sure to add the brand to your icon to increase awareness and credibility.
As a general rule of thumb, your icon should be:
It is highly recommended to A/B test your icon to understand how your market responds to different visual combinations.
Apple encourages developers to remove any unnecessary functionality from icons to maintain visual consistency regardless of size. On Apple devices, your icon remains visible on your App Store listing, even if users scroll down. Therefore, you must follow the guideline strictly.
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The video will appear in your app store list to give users a preview of the experience after downloading the app. In the App Store and Google Play, video previews of game apps are important.
Video allows users to learn more about the outstanding features and content of the app, supporting the user's decision-making process. If the video truly conveys the experience of using your app, users who downloaded your app are less likely to uninstall your app. Therefore, a truly good video can improve user retention.
The rules of video production are:
Represents real app/game use
Timeless (no time sensitive content)
Localization (for markets and languages)
Videos on the Apple App Store are called app previews. They can appear either on the search results page or directly in your app listing. Apple recommends using your first app preview to tell a coherent story that guides users through the same experience your app provides. When an app preview autoplays, your goal should be to grab the audience's attention as quickly as possible and highlight exactly what makes your app unique. For the second or third preview, it is recommended to demonstrate any special features or interesting content not yet mentioned.
On Google Play, videos are called promotional videos: their purpose is to promote your app and get potential users to download it. For branded terms, promotional videos can appear on search pages, the homepage, and on your product listings. On Google devices, promotional videos always open fullscreen in landscape (so you need to prepare landscape videos!).
You can go to the Apple Store and Google Play to learn more about their detailed technical regulations for screenshots, icons and videos. In addition, ASO also plays an important role in the optimization process.
Accurately and effectively complete the visual asset optimization in the app store list is not an easy task. How to determine the core value and effective keywords of your app, can determine the direction and core of ASO for you, Then, an effective strategy for screenshots, icons, videos can be true.
Start by determining the kind of your app, such as gaming, social, or shopping; identify competitive markets based on relevant keywords, identify potential target audiences, and understand their needs and expectations. You can analyze your competitors to see what kind of screenshots, icons, and videos are the most eye-catching.
At the same time, if you can make your app have a higher ranking through positive reviews and high-quality scoring, increasing the chances that users will see your app icons, screenshots, and videos, it will be easier to attract the user's attention and get more downloads.
If you want your app to end up getting better rankings and more downloads, don't hesitate to contact our ASO experts to get a comprehensive ASO strategy right now.
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