Showcasing best-in-class Android app screenshots is critical for Google Play Optimization. Optimizing your Google Play screenshots can significantly increase your conversion rates to generate more downloads of your app.
Google Play enables you to display up to 8 screenshots per device: Phone, Tablet (7-inch & 10-inch), Android TV, and Wear OS by Google. Use screenshots to convey capabilities, the look and feel, and the experience of your app to potential users for better app discovery and decision making. Your screenshots are displayed on your app’s store listing on the Play Store Android app and website. If your promo video is available, your screenshots will be shown after the promo video. Then followed left-to-right by the screenshots best suited for the device the user is browsing on. On the Google Play web store (play.google.com), phone screenshots are prioritized and appear before screenshots for other device types.
Here are some Google Play Optimization best practices to guide your screenshot development:
Use Custom, High-Resolution Images
You will want to use custom images captured from your app’s UI to visually communicate your app’s user experience. Depending on the orientation of your screenshots, the first one to three images will appear in search results when no app preview is available. So, make sure these highlights the essence of your app. Focus each subsequent screenshot on a main benefit or feature so that you fully convey your app’s value.
Demonstrate the Key Message in Your Google Play Screenshots
People only stay on the Google Play page for seven seconds before they decide whether they download or ditch. This means you have a very limited time to grab people’s attention and persuade them to install your app. By clearly communicating your app’s key message in the first screenshot, users are more likely to stop and take your app offering into consideration.
A|B Test Your Screenshots
To determine what imagery works best for your app, it is essential to A/B test different variations along with other product page elements. You can check out our definitive guide to best practices on creative strategy and creative testing for inspiration.
In our guide, we deep dive into the key elements for creative testing, including testing variables like:
- Ad copy
- End/start cards
- Calls to action
- Use of animation/motion
- Text placement
- Logos and/or stickers
- New elements
- Old elements used in a new way
Keep App Screenshots Simple and Readable
Keep in mind that the screenshots will be displayed on small displays of mobile devices. Test on multiple devices. Also, keep the text big enough so it is easy to read even without clicking on it. In addition, use simple backgrounds and concise text. Because having too much information in the screenshots can be overwhelming for the visitors. Which decreases their willingness to install the app (i.e., lower conversion rates).
When Relevant, Localize Graphics in Your Screenshots
If your app or game is available in multiple languages and countries, localize the graphics of your screenshots to the local language. Localizing them can remove a language barrier and make it easier for users to understand the features of the app.
In addition to perfecting your app screenshots, there are other ways to optimize the performance of your Google Play Store Page, including:
You need a high-res icon to publish your store listing. The high-res icon does not replace your app’s launcher icon. But it should be a higher-fidelity, higher-resolution version that follows Google Play’s icon design specifications. Your high-res icon is used in various locations on Google Play.
You need a feature graphic to publish an app and have that app featured anywhere on Google Play. Your feature graphic is a powerful tool to convey app or game experiences and attract new users. Your feature graphic is displayed in various places on the Play Store Android app and website. For example, we overlay a Play button on your feature graphic as a cover image for your promo video, if present. On the Play Store Android app, we also show your feature graphic on the homepage in a large format:
- For apps, we show a collection of apps in a large format with your feature graphic, including ads.
- For games, we show groups of recommended games in a large format featuring promo videos and screenshots, where we show your feature graphic.
Typically, feature graphics are shown in the context of top-level app metadata. As an app icon or title, for example.
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A promo video is effective to show the capabilities, the look and feel, and experience of your app to potential users for better app discovery and decision making. It is not required, but we highly recommend providing a promo video for games particularly. Your game may require a promo video to be shown in certain parts of the Play Store. Your promo video is displayed before your screenshots on your app’s store listing on the Play Store Android app and website. Users can watch your promo video by tapping on the play button that overlays on your feature graphic.
On the Play Store Android app:
- Your promo video may also be displayed on the search and the homepage.
- Your promo video may autoplay in line with muted audio for up to 30 seconds. This depends on the user device, setting, network connection, and surface area. Whenever your video does not autoplay, a play button is overlaid on your feature graphic.
- For games, some sections of the Play Store show groups of recommended games in a large-format. They also feature promo videos that drive a higher conversion rate compared to just showing your app icon.
A banner asset is required to publish an Android TV-enabled app. When you are creating a banner asset, think of it as your app’s icon on Android TV.
360-Degree Stereoscopic Image
To publish a Daydream-enabled app, you will need to add a 360-degree stereoscopic image to your Store Listing page. Create a 360-degree stereoscopic image. And then think of it as your app’s background image within the Play Store on a Daydream device.
Google Play Optimization Conclusion
Google Play screenshots require focused creative development, testing, and strategy to drive performance. If you are an acquisition manager, we recommend focusing on expanding your skills in these areas. Specifically, being able to distill and interpret A/B split testing data from your screenshot creatives. Then, your team can deliver better creative.
Keep following us for updates on Google Play Optimization tools and techniques. In the meantime, check out our Definitive Guide To Creative Trends For Mobile Game Advertisers for more guidance and inspiration for your screenshot development.
Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.