The screenshots are the main visual presentation of the product that a client sees in the App Store and Google Play. Don’t be fooled by the word “screenshot”: there is more to it. In just five pictures, you have to tell a story and explain the value of your product.
The screenshots are the first thing that a user sees in App Store, after the logo and name. Even if they open the page to scroll to the reviews, the screenshots will be on the top of the page. Let’s see some secrets on how to make the screenshots as engaging as possible.
Tips for the best screenshots for App Store
1. The Best screenshots are not just screenshots.
Add text to the screenshots that tell the benefits of your product. Keep the messages short and concise: users won’t spend more than a couple of seconds reading them.
2. Use mock-ups.
We couldn’t find any studies explaining this phenomenon, but for some reason, mockups look better than simple screenshots. Put your screens on a phone or just tilt the screen to give an image of perspective. Don’t worry about making the image smaller: it won’t make much difference.
Also, a mockup is a chance to add some color to the images, if the screens of your app are monochrome. Choose a bright background for a mock-up, use this space to place text, and the screenshots will get to a whole different level. When you want to show your app on the screen of a smartphone, make sure to use the latest model of gadgets for the mockups.
3. Add eye-catching graphics.
Think of adding something more than just a mockup and text. It can be a sticker if that fits into the style of your product, or maybe some element “jumping out” of the screen to the background – think of something that could make users want to see a larger screenshot.
4. Pick the screens that are visually appealing.
Your natural decision might be to pick something like a menu screen, where all the functions of the app are listed. It has logic, but putting that screenshot as the first one is not the best idea. The reason is that most menu lists are similar and don’t catch the eye in preview.
When choosing between a screenshot that has lots of information on it and the one that is more visually interesting, go for the latter. Remember, you can always add some text to it to make clear for the user what the product does.
5. Think of the correct order.
All the screenshots should be consistent visually and tell one story.
The first screenshot has to state how your app solves the main problem of the user. The second shows the most important USP (unique selling proposition) of your product. The following screenshots display other USPs, from most important to the least.
6. Remember about the scale
Most users never open the screenshots to enlarge them. They would just take a quick look and scroll through all of them if the pictures are engaging enough.
Consider that when you use text on the screenshots and make it big enough to be readable in small preview sizes.
7. Focus on the first two
You can upload up to five screenshots on App Store. Some popular apps use even less. It makes sense because most of the users don’t spend time watching all of them. With this in mind, consider using a panoramic screenshot gallery, with a continuous visual going through few screenshots.
Even though we know that most people won’t scroll past those two first images, it doesn’t mean that you should put as much information as possible on it. Stick to the rule: one message per slide.
Here is an example of a panoramic screenshot, Habitspace, designed by Eleken. Also, note the messages and the bright background.
Final thoughts
So what is the objective of the screenshots? What can you tell potential users about the product in just a few pictures, knowing that they would spend no more than a couple of seconds viewing them?
First of all, users see a general look of the app, visual style. Clean and modern design is visible even on previews. And that glimpse of visuals matters not only for games: we perceive good design as a sign of a quality product, ready to pay the price.
Second, short messages that you can place on the screenshots. Yes, there is already text on the App Store page. Why do we need more of it? To catch the eye with bright typography and present direct messages instead of technic information required by the structure of the page. When you use big enough font and contrasting colors, this text will be more readable than the “What’s new” section and the description of the app.
So yes, the best screenshots for App Store are more than just screenshots. Picking the right screens is only 30% of the success. The most important is what you add to it: a mockup, text, graphics, effects. In the modern world even creating a screenshot requires some design skills.
