The App Store is the heart of your install funnel and where users ultimately decide to install or leave after being exposed to your marketing assets. Designing the best performing App Store page is therefore crucial for your install rate.

Use this guide to understand what elements users pay most attention to, and what you should test continuously to ensure optimal conversion rates. For tips on designing a great Google Play page, click here.


Your screenshot set is the most impactful element on your app store page and will be the main install determinant for the majority of your users.

There are 3 main screenshot types:

1. Feature-Oriented

These are direct screenshots from within your app. They may be set within an iPhone or displayed separately as an actual screengrab of your app.


2. Lifestyle-Oriented

Images focus on real-world elements, like outdoor settings and people, to emphasize the coolness or “human-ness” of the app.


3. Art-Oriented

This is most effective with game apps – images are artistic illustrations and not necessarily screenshots  of the app.


Many apps choose a hybrid of the different types (like a phone screenshot set over a real-life background).


The most effective type depends on your app and your target audience, so it’s important to test out which is most effective for you!


We discuss this in depth in our other post, but the majority of your users will not see past your 2nd image. We often see mistakes such as ordering the screenshot gallery in a way that builds up to the last image, or giving a step-by-step explanation of how to use the app (Step 1, Step 2, etc.). You must put your strongest image first and focus on each succeeding image in descending order of importance. We recommend to all of our clients that they run an image order test before any release – 0 creative effort, but massive potential for CVR increases.


PUT CAPTIONS IN YOUR IMAGES!!! Seriously. The majority of App Store visitors are lazy – they want to understand your app as quickly and easily as possible. When you give them a caption, they don’t have to invest any extra effort in understanding your images.

Make sure your captions are clear, with bold fonts and a strong contrasting background.

Where your caption is located matters as well. You will see performance vary based on whether the caption is placed at the top of your image or at the bottom. To read more about positioning and optimizing your captions, check our post.


Frame for Decisive Users

You may be sick of hearing this from us (and if you’re not, read this now!), but you must always look at your App Store page as it appears on first load.  

The majority of users will not see any page elements other than the icon, the first screenshot and part of the 2nd screenshot, the app name, and star rating. This means you have to be able to communicate your message and USP in this limited space.

To see exactly what your decisive users will see, upload your page onto our App Store Builder and view it on different devices to ensure your images aren’t cut off in places that make the messages unreadable.


App Preview & Poster Frame

Adding in video is not a requirement in the App Store, but it has the potential to boost your CVR in a meaningful way. Not only can you increase conversions by getting more users to explore your page, but you can drive more valuable conversions. Users who view your preview have a better understanding of your app and are less likely to bounce or uninstall after that initial download.

That said, as many of you may have experienced in the past, adding in a video can often decrease your CVR. You can read all about App Previews in our last post, but the best way to prevent your video from harming your CVR is to make sure you have the right Poster Frame.

100% of your users see your Poster Frame. 100% of your users are impacted by that image. You need to make sure it perfectly represents your app.


Know Your Users

One phrase that is important to remember across the board when it comes to optimizing your ASO strategy is: “It depends on your users.” Images that are incredibly successful for one app can be unfavorable in another because each has a distinct target audience with different values and needs.

The best way to boost your conversion is to cater to your users. The best way to cater to your users is to know your users.

If you’re not already using an attribution service (such as AppsFlyer, Tune, Kochava, or Adjust), you should start. You need to be able to understand your high quality users. What ads brought them in? Look into the actual behaviors in your app – what do high-quality users focus on?

Use your AB tests to learn more than just what wins and what loses – you need to focus on why. What did visitors coming to your A variation do that visitors seeing your B variation did not? Which screenshot drives your highest conversion? How many users watch your video?

It can take time to develop deep knowledge about your users, but it will pay off. Trust us.