App Store Screenshots That Convert: Apple's Guidance and a Test Method

• Use images captured from your app's UI to communicate the experience. You can show up to 10 screenshots.
• Depending on orientation, the first one to three appear in search results when no app preview is available.
• Focus each subsequent screenshot on a main benefit or feature. If the app supports Dark Mode, consider at least one screenshot showing it.
• Guideline 2.3.3 says screenshots should show the app in use, not merely title art, a login page or a splash screen.
• Search results may show the rating and up to three screenshots or previews, depending on platform and orientation.
• Apple lists impactful screenshots, an enticing icon and an accurate description as the elements of a compelling page that appear in search.
• Previews autoplay muted on the product page, which matters if you choose a video for position one.

This page does not quote conversion statistics. Apple does not publish a rule such as "benefit headlines beat feature headlines," and numbers from blogs are not comparable to your app.

Open your own search result in the App Store for your main keyword and look at it the way a searcher does, at the size it appears. Score each point 0 or 1.

A hypothetical Streakly set, scored for a German storefront with English captions: screenshot 1 scores 5 of 6 (only language fails). Screenshot 2 repeats the benefit of screenshot 1 and has an English caption, so distinct and language fail: 4 of 6. Screenshot 3 scores 5 of 6 (language fails). The total for the first three is 14 of 18, and the fix list writes itself: translate the captions and give screenshot 2 a different benefit.

1. Pick the one benefit that decides the download. Use your reviews and your keyword research to find it.
2. Put it in screenshot 1, with the interface visible.
3. Give screenshots 2 and 3 their own benefit. Keep wording short.
4. Add Dark Mode only if supported, as one screenshot.
5. Localize. Apple asks you to localize screenshots for each market; see localizing screenshots.
6. Test. Use product page optimization with up to three treatments and wait for at least 90% confidence before applying a winner, as Apple recommends. The setup guide has the steps and testing ideas list what to try.
7. Log the result, including tests that lost.

• Title art or splash screens instead of the product.
• Ten screenshots with the same message.
• Copying a competitor's set without testing it on your own audience.
• Changing screenshots and the icon in the same test.
• Claiming features the app lacks.

Screenshot dimensions depend on the device; see the screenshot sizes answer. The number you can upload is covered in how many screenshots.

Match the screenshots to the words people search. LocalASO shows which keywords you rank for per country, which tells you which benefit deserves screenshot one; see the keyword research docs.