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When publishing an app on the Apple App Store, providing compelling app screenshots is crucial. Screenshots significantly impact your app's conversion rate by influencing potential users' first impressions and decisions to download your app.
A set of good iOS app screenshots should have the following characteristics:
This guide will help you understand the best practices for designing and optimizing your app screenshots to enhance your App Store listing and drive more downloads.
Apple's guidelines for app screenshots are straightforward. You must use images and videos captured directly from within your app, avoiding any external imagery such as someone holding an iPhone. Apple allows up to 10 screenshot slots per localized version. It is highly recommended to utilize all 10 slots in App Store Connect to maximize the opportunity to showcase your app's features.
Screenshots should be in flattened JPEG or PNG RGB file format, with a resolution of 72 dpi and no transparency. Each screenshot must comply with one of the mandatory screen resolutions defined by the Apple App Store.
Apple emphasizes showing how users interact with your app. All screenshots must be taken from within the app, meaning they should include actual app screens. As a content provider, you are responsible for all uploaded content, so use only elements for which you own the intellectual property.
Each time Apple updates iOS, new app features (such as Dark Mode) are introduced. We encourage you to try these features. We often see apps that implement iOS features receive a boost in the App Store.
💡 Expert Tips:
Adhering to Apple device dimensions is critical when designing iOS screenshots. The following dimensions are mandatory for three types of screens:
If you do not provide screenshots for other device sizes, the App Store will use screenshots from one of the mandatory sizes. This also applies to videos, which will be scaled to fit the default resolutions of the 6.5-inch iPhone, 5.5-inch iPhone, and 12.9-inch iPad screens.
👉 Apple has updated the App Store screenshot requirements for the newly released iPhone 16 Pro.
App screenshots should showcase your features in an appealing manner and effectively communicate your messages to your audience in the App Store. Users need to quickly grasp how your app works and the value it provides.
Consider the orientation of your screenshots. Vertical screenshots can display more features without requiring users to scroll, while horizontal screenshots might better showcase specific functionalities. Combining both orientations can also be effective, such as using horizontal screenshots for search sections and vertical ones for listings.
The first screenshot is the most crucial as users spend an average of 7 seconds on a product page. Therefore, it needs to be a high-quality design that piques user curiosity.
Define a story or narrative for your screenshots using the AIDA (Attention, Interest, Desire, Action) copywriting technique. This approach helps create engaging screenshots that increase the likelihood of users downloading your app.
For game apps, include gameplay previews to show users what playing the game feels like.
>>> Best Practices for ASO: How to Market Your App with Optimizing App Preview Videos?
Source: Apple App Store
Expert Tips:
Adding short captions to describe features and highlight important keywords is also recommended.
Source: FoxData
A/B testing is the best way to determine the most effective screenshot types. Apple’s native A/B testing with product page optimization allows you to find the best options and improve conversion rates. Custom product pages can also be used to tailor screenshots to specific paid campaigns and match user intent with the right landing page.
Screenshots should highlight the most popular and powerful features to grab attention. Avoid overpromising, as unmet expectations can lead to uninstalls and negatively impact your conversion rate and ASO.
Use up to 10 screenshots wisely by focusing on significant features. Keep messages concise and ensure they support the screenshot content. Research user keywords and incorporate them into your screenshots.
A compelling story can illustrate your app's value proposition and how it solves user problems. Start with a key message summarizing your app’s benefits and explain how its features address common issues.
Each App Store localization version allows for 10 dedicated screenshots. Create new messages for each language, considering local culture and context rather than just translating existing messages.
Upload screenshots that comply with mandatory screen sizes. Instead of showing different iOS devices in each screenshot, use a universal screen and adjust the screenshot size to save time.
If you're seeking high-quality screenshots for your app but lack the time or resources to create them, reach out to ASOWorld's app marketing agency. We've successfully optimized screenshots for numerous clients across different app categories.
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