How to use creative assets to convert users in the Apple App Store and Google Play Store
Writing your USP and features is great, but if users can’t see what they want in an interesting way, they tend not to be tempted to click the install button. No one wants it. In the world of app marketing, screenshots are your best friend.
Everyone knows that screenshots are a great marketing asset. You need to make it interesting, informative, and convincing. Finally, by guiding users in the right direction, make them achieve your marketing goals.
Like most things in the ASO world (if you forget app store optimization), you should outline some elements according to different app stores. This is because different app stores have different needs. In this case, we will use the two front runners of Google Play and the Apple App Store.
- Screenshot design
Remember to explore while planning a screenshot. Consider liquidity and participation to avoid neglect. There are many ways to do this, for example, cropping a picture in the middle so that the user has to swipe to see the other half, and display the device model diagonally in the screenshot. This encourages users to search while providing a unique perspective.
Another creative option we apply to Moburst clients is to use landscape orientation, but in this case, cut the image into portrait design. This makes it bolder in the app store. Moreover, it seems that there are only 15 screenshots, but in fact only 5 screenshots have the word “bold” and are displayed in bold on the blank. Not cool?
Another element we want to add to the design is to emphasize the UI (User Interface). This gives prospective users an idea of what your app will look like and can convince them if they like what they see. It also provides the evidence behind the copy. You have described these functions, but in this way, the user can actually see them.
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Include the USP (the only selling point) in the design. Each screenshot should have a different USP to actually sell the value of the application. Your unique selling point is that you have to differentiate from your competitors and introduce your product to potential consumers, so you must promote it as much as possible. Including it in design is just another way your creative assets can change.
Consideration should also be given to ensure that the most important USPs have been pre-loaded. On average, only about 30% of users scroll horizontally to view more screenshots, so if you want to use a portrait design, you want to highlight the most interesting features of the first three screenshots. (For landscape views, in the App Store and Google Play, only the first screenshot will appear immediately).
By the way, here’s an anecdote: There’s an urban legend that Google does OCR (Optical Character Recognition) for the screenshot text. This is a method of extracting the text from an image. If this is true, it means that the text in your screenshots can act as keywords to help rank your app. You can explore this by checking the indexation of keywords within the images.
At the end of the screenshots, there should be a Call To Action to encourage users to convert. The CTA should be written clearly using actionable language such as, “install”, “discover”, etc. Call To Actions are powerful tools as they can help to direct your users to take action. It can directly target your marketing goals. By implementing them at the end of the screenshots you’re letting the users know that if they liked what they saw, that’s the next step they should be taking.
Make sure fonts are readable. Often, this is the downfall of design (especially in Google Play where the screenshot relative portion on your phone screen is smaller), so make sure to tick this off your checklist.
Readable text contributes to the accessibility of the content. It needs to be easy to process, which is basically impossible if it’s not readable. There has been a shift towards the bigger text and fewer words over the past couple of years as bigger text often lends itself to easier processing.
You should encourage a hierarchy in the screenshots to highlight the most important features of the app. This is where you elevate certain text by making it bigger to draw the viewer’s attention to it. You can also change the color of the text or the text box to achieve the same effect.
The more contrast, the more readable. If you’ve got some yellow text against an orange background (yes, we know, this is an extreme example) then you aren’t going to be seeing the results you’re after – nobody can read that!
You can also use the readability of the text to encourage exploration through the screenshots. By keeping the text consistent and organized you’re guiding users through the screenshots with ease, keeping the fluid feel you should be striving for.