Live Screenshot Teardown Part 2 - Are Your Screenshots Crushing Your Downloads? #ASO
In this live stream, Ariel conducts a detailed teardown of app screenshots submitted by viewers, offering actionable insights on how to improve conversion rates through better visual design and messaging. He compares each app to top competitors, discusses best practices, and answers audience questions about App Store Optimization (ASO).
This is the second edition of Ariel’s deep dive into app store screenshots—analyzing what works, what doesn’t, and what could be hurting your downloads. As Ariel points out, even if you do everything right with your app store optimization, poor screenshots can still cost you downloads because of the intense competition.
How the Analysis Works
Ariel selected eight apps at random and compared each to the top one or two competitors in the US App Store, using data from Keyword Inspector. The goal: evaluate each app’s screenshots side-by-side with their leading competitors to identify strengths and areas for improvement.
Ariel used Appfigures’ Competitor Comparison tool for this process, but clarified that similar analysis can be done for free using Appfigures’ basic features.
Giveaway Reminder
Ariel reminded readers about the ongoing giveaway for a custom-designed Appfigures shirt. To participate, subscribe to the channel, like the video, and comment “giveaway: [your favorite Appfigures feature]” in the chat or comments. Winners from the previous stream were announced, and Ariel encouraged continued participation.
Kish Web Browser vs. Brave
Ariel compared Kish Web Browser to Brave, noting that while Chrome is the top browser, Brave is a more realistic competitor for indie browsers.
Key Takeaway: Screenshots are your marketing pitch. In a competitive environment, it’s crucial to show users what they’ll get, not just what you want to showcase.
- The phrase “The most customizable web browser” is a bold claim, but users are often skeptical of superlatives. Ariel suggested rephrasing to “a highly customizable web browser.”
- The visuals were eye-catching but somewhat cluttered. Ariel recommended making social proof, such as ratings and mentions from MacStories and Lifehacker, more prominent.
- Phrases like “Make it yours. Control freaks welcome.” were intriguing but lacked clarity about what users could customize.
- Features like “Tabs sorted, grouped, and arranged” should focus on the benefit (“Get organized!”) rather than just the feature.
Ariel noted that developers often highlight features instead of benefits and advised always asking, “Why does the user care?” The outcome should be sold, not just the capability.
Ariel appreciated the clean, premium-feeling fonts and color schemes, and suggested experimenting with including real user reviews in screenshots.
Highlighting that the app is by an independent developer can work for some audiences, but Ariel recommended testing this approach, as some users prefer the perceived stability of a larger team.
Brave’s screenshots were extremely clean, with a single, strong message (“The Privacy Browser”). The second screenshot addressed a core user concern (“Block ads and trackers”), with minimal distractions. Ariel concluded that clean, focused screenshots highlighting a unique selling proposition (USP) convert better, especially when competing with big names.
vvpn (VPN App) vs. VPN Super Unlimited Proxy
Ariel observed that VPNs are a crowded space, with most apps looking and sounding the same.
- vvpn’s screenshots had a dark, premium theme and focused on features: “Fast, free, secure,” “Instant one-click connection,” “Fast global servers,” “24/7 support.”
- Only five screenshots were used, missing an opportunity to sell more.
Ariel pointed out that the why was missing—why does a user need a VPN? What problem does it solve? Features are important, but benefits drive conversions.
VPN Super Unlimited Proxy also focused on features and claimed “#1 downloaded VPN app globally,” using social proof (“100 million+ users trust us”), but the screenshots were plain and uninspired.
Ariel noted that since the competition wasn’t doing a great job with screenshots, there was room to stand out by:
- Using all ten screenshots.
- Highlighting real-world benefits (privacy, security, accessing content, etc.).
- Including social proof and clear, benefit-driven captions.
If users see both apps and only one sells the need, that app is more likely to win the download, even if it’s not ranked #1.
Q&A: Do App Preview Videos Impact ASO?
A reader asked if having an app preview video affects keyword impressions or rankings. Ariel responded that neither Apple nor Google currently factor app preview videos into keyword rankings. However, a well-made video can improve conversion rates. Ariel advised ensuring the video is high quality, aligns with the screenshots, and sells the why, not just the what. Ariel also suggested checking if competitors use videos and, if so, making yours better.
Genius Scan (Scanner App) vs. iScanner PDF & OCR Scanner
Ariel discussed the scanner category, noting that some apps make millions per month.
- Genius Scan’s screenshots were clean and straightforward, focusing on features: “A scanner in your pocket,” “Scan legible documents,” “Create multi-page PDFs,” “Convert scans to text,” “Share and export.”
- “Made in France” was mentioned as a differentiator, but Ariel suggested testing its impact.
Ariel recommended emphasizing benefits, such as “Scan on the go—no bulky machine needed” and “Digitize receipts and documents instantly.” Visuals should be tailored to what users expect to scan (receipts vs. documents).
iScanner PDF & OCR Scanner highlighted a wide range of features and had bold, clear screenshots, but remained feature-focused.
Ariel advised testing screenshots that focus on benefits versus features, noting that benefits usually win, but AB testing is essential to determine what works for a specific audience.
Q&A: How Important Is Localizing Screenshots?
A reader asked about localizing screenshots for a global audience. Ariel emphasized that if the app is localized, screenshots should be too. Users are more likely to convert when they see their language and familiar visuals. Ariel shared an example from Google Maps, where localizing visuals for the UK increased conversion rates.
Univerbal (AI Language Learning App) vs. Duolingo & Babbel
Ariel discussed the highly competitive language learning space, dominated by Duolingo and Babbel.
- Univerbal had eight screenshots (with room for two more), strong benefit-driven captions, and a beautiful, inviting color scheme.
- Ariel praised the focus on real-world outcomes (“Practice real conversations”), clean layouts, and consistent color palette.
Duolingo and Babbel both used vibrant colors and clean layouts. Babbel emphasized “Start speaking right away,” aligning with Univerbal’s strengths. Ariel noted that in casual or consumer-focused categories, color and clarity are advantageous, and benefits and real use cases should be highlighted.
Q&A: Should You Repeat Keywords in Screenshots and Metadata?
A reader asked if repeating keywords in screenshots, titles, or descriptions affects the algorithm. Ariel explained that Apple and Google do not extract keywords from screenshots for ranking purposes. However, repeating keywords in screenshots can help users confirm they’ve found what they’re looking for, improving conversions.
Q&A: Best Tools for Creating App Store Screenshots
Ariel recommended several tools for creating screenshots:
- Canva and similar online tools are user-friendly and offer templates.
- Figma is great for designers.
Ariel emphasized that layout, font, and color are more important than the tool itself. Competitors should be analyzed for inspiration, with a focus on clarity and appeal.
How to Compare Screenshots for Free with Appfigures
Ariel explained that a paid plan isn’t necessary to analyze competitor screenshots:
- Any Appfigures account (even free) allows users to search for any app and view its screenshots and videos.
- The Market Explorer tool can be used to find and analyze competitors.
- Paid plans offer more convenience and side-by-side comparisons, but the basics are available to everyone.
General Tips for All Apps
- Sell the Why, Not Just the What: Highlight the benefits users will get from your app, not just its features.
- Keep It Clean: Less is more. Clean layouts, clear fonts, and appealing colors make your screenshots more effective.
- AB Test Everything: Apple and Google both offer free AB testing for screenshots. Use it! Test benefits vs. features, different layouts, and color schemes.
- Learn from Competitors: Analyze what the most successful apps in your category are doing. Borrow what works, and try the opposite to stand out.
- Localize for Your Audience: If your app is localized, your screenshots should be too.
Q&A: How Long Does It Take to See ASO Results?
Ariel explained that results typically take about a week for Apple and about three weeks for Google. Sometimes changes appear faster, but it’s best to allow time for stable results.
Q&A: Best and Worst Practices for Video Previews
Ariel shared best practices for video previews:
- Quickly highlight what users need and how your app delivers it. Use big captions and show the app in action.
- Avoid showing just the UI with no context or benefit.
- Test with and without subtitles to see what works for your audience.
- Keep videos concise and engaging.
Ariel advised looking at competitors’ videos for inspiration and testing your own after optimizing screenshots.
Ariel concluded by encouraging readers to subscribe to the channel and newsletter for updates on future content, including an upcoming session on creating the perfect keyword list for your app. Ariel invited further questions in the comments and provided contact information for X and LinkedIn.
✨ This transcript was generated and enhanced by AI and may differ from the original video.
