How many screenshots can I upload to the App Store and Google Play?

App Store: You can upload up to 10 screenshots for each device type (iPhone, iPad, etc.) Google Play: You can upload up to 8 screenshots Having multiple screenshots helps show the key features and user interface of your app to potential users.

What file formats are accepted for app screenshots?

App Store: Supports PNG, JPEG formats. Google Play: Also supports PNG, JPEG formats. Make sure your images are high-quality and properly sized for each platform’s requirements (e.g., minimum resolution).

Can I use the same screenshots for the App Store and Google Play?

Yes, you can use the same screenshots for both platforms. However, be mindful that each store has different size and formatting requirements. You might need to adjust the resolution or layout to match each platform’s specific guidelines.

What are best practices for iOS app screenshots?

Keep them simple, clean, and showcase the app’s main features. Use high-quality images and ensure they align with your brand. Use vertical images (portrait) and consider adding short text captions to explain features. Ensure the first screenshot is the most engaging, as it’s the first thing users will see.

Should I include text in my app screenshots?

Yes, short and clear text captions can help explain the key features of your app. However, avoid overloading the screenshot with too much text. Focus on highlighting the app’s main benefits in a concise way to make it easy for users to understand quickly

Can I include a video instead of screenshots?

Yes, you can include a video in both the App Store and Google Play as an alternative to some screenshots. It’s often a good idea, as a short video can show the app’s features and functionality in action, making it more engaging than still images.

How do App Store screenshots influence downloads?

App store screenshots have a huge impact on whether users decide to download your app. Attractive, clear, and informative screenshots catch users’ attention and help them understand what the app offers. Great screenshots make your app stand out from the competition and encourage users to click on the download button.

Can I change my app store screenshots after my app is published?

Yes, you can update your app store screenshots anytime after publishing. Regular updates to your screenshots can help keep your app fresh, showcase new features, or align with app updates.

How can I track the performance of my app store screenshots?

You can track the performance of your app screenshots using A/B testing tools like StoreMaven or SplitMetrics. These tools allow you to test different versions of your screenshots to see which ones drive more downloads and user engagement.

Should I design my app store screenshots differently for each platform?

Yes, designing screenshots specifically for each platform is recommended. While the content can be similar, the dimensions, style, and user expectations can vary between iOS and Android. Ensure your screenshots are optimized to look great on both platforms and follow their individual design guidelines.

How to Optimize App Store Screenshots to Boost App Downloads

App Store Optimization

Published: Jan 31, 2025

Updated on: Aug 23, 2025

How to Optimize App Store Screenshots to Boost App Downloads

Summary: This blog provides insights into the importance of app store screenshots in ASO strategies, explaining how they impact user engagement and download rates. It covers key elements of a good screenshot, best practices, and platform-specific guidelines for the Apple App Store and Google Play Store. Additionally, it highlights optimization techniques like A/B testing, localization, and strategic screenshot placement to improve app visibility and conversions.

Key takeaways:-

Screenshots impact ASO – They influence user engagement and download decisions.
Clear, engaging visuals work best – Avoid clutter and highlight key app features.
Follow platform guidelines – Apple and Google have specific screenshot requirements.
Optimize for better results – A/B testing, localization, and structured placement improve conversions.

It is easier for the human eye to retain and process visual content than text. Images allow users to consume data faster, understand more and retain information for longer periods. In your ASO (app store optimisation) efforts, screenshots can’t just be an afterthought. Data shows that an average user spends only 7 seconds on a product page in the app store. App screenshots must be enticing enough to stop users from their endless scrolling and understand your app offering in a matter of seconds.

This article talks about the importance of screenshots, app store screenshots best practices and guidelines to help your app perform better.

Table of Contents

What are App Store Screenshots?

App Store Screenshots are the preview images that appear on your app’s listing page in the Apple App Store or Google Play Store. They showcase key features, functionality, and the user interface of your app, giving potential users a visual idea of what to expect before downloading.

What Do They Typically Include?

UI Screenshots – Showing actual screens from the app
Feature Highlights – Callouts or captions explaining core features
Lifestyle Images – Contextual images showing the app in use
Branding Elements – Logos, taglines, and color themes

Why are App Store Screenshots Important for ASO?

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While App Store Optimization (ASO) mainly focuses on keywords and rankings, app store screenshots play a crucial role in influencing download decisions. Here’s why these visuals matter—and how App CRO Services can take your conversions to the next level:

1. They Influence Download Decisions

Screenshots may not directly impact your app’s search ranking, but they strongly affect user behavior. A compelling visual presentation can be the deciding factor between a user choosing your app or scrolling past it.

2. They Drive Traffic to Your Product Page

In app store search results, screenshots appear alongside your app’s title and subtitle. Eye-catching visuals can instantly attract attention, encouraging users to click and explore your app in more detail.

3. They Offer a Quick Product Preview

Before reading descriptions, users want to know what the app looks like and how it works. Well-designed screenshots give a quick, intuitive preview of the user experience—often within seconds.

4. They Help Your Brand Stand Out

App stores are primarily text-driven, especially in search. Screenshots are a unique chance to showcase your brand visually and differentiate yourself from competitors in a crowded marketplace.

5. They Boost Conversions with App CRO Services

To truly maximize the potential of your screenshots, consider investing in App CRO Services. These services analyze user behavior and optimize visual elements to improve your app’s conversion rate, making every screenshot count.

What Makes a Good App Store Screenshot?

Great app store screenshots do more than just look good—they communicate value, build trust, and encourage users to download. Here are the key elements that make a screenshot effective:

Clear Value Proposition – Show users what problem your app solves or what benefit it offers—right from the first screenshot.
Highlight Key Features – Focus on your app’s top features or use cases. Each screenshot should tell a part of the story.
High-Quality Visuals – Use crisp, high-resolution images. Avoid cluttered or pixelated screenshots that could hurt credibility.
Readable Text Overlays – Add short, bold text to explain what users are seeing—make sure it’s legible even on small screens.
Consistent Branding – Use your brand colors, fonts, and style consistently to build recognition and trust.
Show Real In-App Experience – Use actual screen captures (with light design enhancements) to keep things authentic and relatable.
Follow Platform Guidelines – Design with App Store (iOS) and Google Play (Android) requirements in mind—like aspect ratios, orientations, and screenshot order.
Localized for Target Markets – Translate text overlays and adapt visuals for different regions to connect with local audiences.

App Store Screenshots Guidelines

Like any other ASO strategy, your app store listing must align with Google and Apple’s app store requirements for best results.

Apple App Store requirements

The Apple app store allows a maximum of 10 screenshots for every product listing, including landscape or portrait layouts. Make sure you use them all to help customers better understand your app offering.

Every screenshot you use must show the app while being used. This is a little more restrictive than Google Play guidelines that allow more use-case or lifestyle graphics in their app store screenshots.

Apple also recommends that users communicate the core functionality and essence of their app within the first screenshot and focus on a key feature or benefit in the following screenshots.

Other technical requirements are as follows

Minimum of 1 screenshot, maximum of 10
Must be in PNG, JPEG, or video format
Must be in 72 DPI resolution without transparency
If you use a video, it will appear in the first frame and autoplay
Must conform to exact pixel size specifications for devices you support including various iPhones and iPads, Macs, Apple TVs, and Apple Watches

Google Play Store requirements

App screenshots don’t usually appear in Google Play Store search results, except if a user searches using the brand name. It appears below the app data in the store listing page. You can include up to 8 app store screenshots where you need to upload custom images for every type of device.

Google recommends that every screenshot must convey the capabilities, UX and design of your app’s interface. Taglines and text/copy should fit within 20% of any screenshot and must not mention any performance keywords.

Other technical requirements are as follows

Minimum of 4 screenshots, maximum of 8
Must be JPEG or 24-bit PNG format with no alpha
Must be 320 to 3840 pixels with an 8-MB maximum file size
Must be in 16:9 or 9:16 aspect ratio
The maximum dimension of the screenshot can’t exceed 2x the minimum dimension

One benefit of the Google Play Store over the Apple App Store is the recommender feature that suggests apps to users in search using existing screenshots.

Best Practices for App Store Screenshot Optimization

1. Perform competitive research

The first step to take is understanding what is currently in the market, what works and what doesn’t. Take a look at what your competitors are using as screenshots. You can’t show an app comparison in your listing, but you can find out what the competition looks like and focus on your point of differentiation.

Create a whiteboard and add to it screenshots from at least three of your competitor apps together.
Deeply analyse the value proposition each competitor is claiming and the text that goes with it. Is your offering better? Is there a way to improve your existing offering?
Read user reviews for your competitors to find out what users like and dislike about them. This will show you gaps in the market and help you create a stronger value proposition.

2. Understand the right order for your app screenshots

Only about 9% of app users go through all the screenshots you share. Most of them don’t look past the first three or four. This does not apply to gaming apps. Make sure you communicate the most important information for your customer within the first three or four screenshots. Save all the new features, add-ons and new updates for the end of the screenshot carousel.

You should also ensure that the text is in a large enough font for readers to read without having to zoom in. Don’t make any sentences longer than five words per line.

3. Craft a story

Your screenshots cannot be generic or random. Make sure your screenshots tell a clear story about what your brand offers. Use the first frame to call out your key benefits and use the following screens to qualify your offering.

If your app is within a space with multiple competitors, it helps to use similar imagery as your competitors while calling out your proposition or unique offering within the copy. When you publish an app on Play Store, crafting a visually compelling screenshot sequence can improve user engagement and encourage more downloads. If your app concept is unique and new, call out your messaging in as few words as possible. Not only is this easier to read, but if you can capture your brand’s essence within a few words, it helps build recall and awareness and users retain your app’s details for longer periods.

4. Understand portraits vs landscapes

When it comes to choosing between landscape or portrait-style screenshots, there is no single right answer. It will usually depend on whether your app is primarily designed for desktop or mobile and the usage style of the app. Portrait style apps are the more popular choice as many apps are created for vertical usage on an upright mobile device. However, using a landscape-style screenshot can also create a lasting impression, as seen by Netflix or Call of Duty.

5. Perform rigorous A/B testing

Picking the best app screenshot layout and design cannot be random. Make sure you test enough options to find which one works best in terms of grabbing attention and driving conversions on the different app stores.

Both Google and Apple stores offer various ways to perform A/B testing using multiple versions of app listings, which includes screenshots. When combined with a well-planned deep linking strategy, this can help create a seamless user journey from discovery to in-app engagement. Experts highly recommend using different screenshots during A/B testing processes as well as multiple placement orders for these screenshots to understand which one gives the best results.

6. Localise all app screenshots

Like your search engine and app search metadata, make sure you customize your app screenshots hyperlocally for various global markets. If you can provide the same app in multiple languages or if you customize your listing using multiple languages, use screenshots that feature these local languages as well.

Additionally, you should also analyse and test visual designs, since every market has differing perspectives and social norms. Any visuals, demonstrations or illustrations must adhere to local customs and avoid culturally offensive representations.

7. Customise screenshots and image dimensions for different stores

You need to remember that users in the Google Play Store and Apple App Store are significantly different. Their preferences vary significantly, which means you cannot follow the same approach for both app stores. Make sure you perform sufficient A/B testing for both stores and ensure customisation of your existing approach based on the results.

Common Mistakes to Avoid in App Screenshots

Your app store screenshots are crucial in influencing download decisions. A poorly designed screenshot can turn potential users away. Avoid these common mistakes to ensure your screenshots stand out for all the right reasons:

Using Generic Stock Photos – Avoid using stock photos that don’t reflect your actual app interface. Real app screenshots provide a clear, honest preview of the user experience.
Cluttered or Overcrowded Screenshots – Don’t overcrowd your screenshots with too much text or too many elements. Keep it simple and focused on key features to avoid overwhelming the user.
Neglecting to Showcase Key Features – Make sure to highlight your app’s most important features right away. Failing to do so could cause users to lose interest quickly.
Low-Quality Images – Blurry or pixelated images can reflect poorly on your app’s quality. Always use high-resolution screenshots to create a professional impression.
Lack of Consistency – Your screenshots should have a consistent style. Disjointed visuals and mismatched designs can make your app seem unpolished and confuse users.
Ignoring Localization – If you’re targeting international users, don’t forget to localize your screenshots. Translate text and adapt imagery to appeal to local cultures.
Too Much Text – While captions are helpful, avoid overcrowding your screenshots with too much explanatory text. Keep it short, sweet, and to the point.
Not Testing Variations – It’s essential to test different screenshot styles, layouts, and messaging. A/B testing helps determine what resonates most with users.
Not Showing the App in Use – For many apps, lifestyle images (like showing the app in action) can be more engaging than just screenshots of the interface. Users want to see how it fits into their lives.
10. Not Updating Screenshots Regularly – App screenshots should evolve with your app’s new features and updates. Don’t let outdated visuals linger; refresh them to match the latest version.

Align Your App Store Screenshots with Industry Best Practices

Putting in effort to ensure perfectly optimised app screenshots ensures the app store promotes your app to likely customers. These screenshots are the best place to showcase your complete brand, from the app preview video to all your 5-star customer reviews to exclusive in-app benefits and offers. To better understand ASO, get in touch with our industry-leading ASO services team today.

Frequently Asked Questions (FAQs)

How many screenshots can I upload to the App Store and Google Play?
- App Store: You can upload up to 10 screenshots for each device type (iPhone, iPad, etc.)
- Google Play: You can upload up to 8 screenshots
Having multiple screenshots helps show the key features and user interface of your app to potential users.
What file formats are accepted for app screenshots?
- App Store: Supports PNG, JPEG formats.
- Google Play: Also supports PNG, JPEG formats.
Make sure your images are high-quality and properly sized for each platform’s requirements (e.g., minimum resolution).
Can I use the same screenshots for the App Store and Google Play?

Yes, you can use the same screenshots for both platforms. However, be mindful that each store has different size and formatting requirements. You might need to adjust the resolution or layout to match each platform's specific guidelines.
What are best practices for iOS app screenshots?
- Keep them simple, clean, and showcase the app’s main features.
- Use high-quality images and ensure they align with your brand.
- Use vertical images (portrait) and consider adding short text captions to explain features.
- Ensure the first screenshot is the most engaging, as it's the first thing users will see.
Should I include text in my app screenshots?

Yes, short and clear text captions can help explain the key features of your app. However, avoid overloading the screenshot with too much text. Focus on highlighting the app’s main benefits in a concise way to make it easy for users to understand quickly
Can I include a video instead of screenshots?

Yes, you can include a video in both the App Store and Google Play as an alternative to some screenshots. It’s often a good idea, as a short video can show the app’s features and functionality in action, making it more engaging than still images.
How do App Store screenshots influence downloads?

App store screenshots have a huge impact on whether users decide to download your app. Attractive, clear, and informative screenshots catch users’ attention and help them understand what the app offers. Great screenshots make your app stand out from the competition and encourage users to click on the download button.
Can I change my app store screenshots after my app is published?

Yes, you can update your app store screenshots anytime after publishing. Regular updates to your screenshots can help keep your app fresh, showcase new features, or align with app updates.
How can I track the performance of my app store screenshots?

You can track the performance of your app screenshots using A/B testing tools like StoreMaven or SplitMetrics. These tools allow you to test different versions of your screenshots to see which ones drive more downloads and user engagement.
Should I design my app store screenshots differently for each platform?

Yes, designing screenshots specifically for each platform is recommended. While the content can be similar, the dimensions, style, and user expectations can vary between iOS and Android. Ensure your screenshots are optimized to look great on both platforms and follow their individual design guidelines.

Sarvesh Bagla

Founder and CEO - Techmagnate

Sarvesh Bagla is an enterprise SEO expert and industry leader who has driven transformational digital growth for India’s top brands across the BFSI, Healthcare, Automotive, and ECommerce industries. As the Founder and CEO of Techmagnate, he leads large-scale organic search strategies and performance marketing campaigns for businesses looking to succeed in today’s AI-driven search landscape.

A strong advocate for thought leadership, Sarvesh is deeply involved in SEO evangelism and regularly contributes to industry discussions through LinkedIn, webinars, and CMO roundtables. His focus today is on helping brands prepare for an AI-first SEO future (AEO, GEO) and strategies for Large Language Models (LLMs) at the core.