Screenshots
App store screenshots are the visual pitch for your app; the first two or three drive the majority of the conversion decision.
Screenshots are the gallery of images on your product page that show what the app does and why it matters. On both the App Store and Google Play, the first two or three screenshots are visible without scrolling and carry most of the conversion weight.
High-performing screenshots lead with the strongest benefit, use short caption text to frame each value proposition, and present a coherent visual narrative rather than a random tour of UI. Many teams use “portrait panorama” designs that flow across panels.
Because screenshots so directly influence installs, they are the most common subject of A/B tests in PPO and Store Listing Experiments.