Designing Screenshots: A Guide On How To Achieve a 32% Conversion Lift

13 high converting app store screenshots splitmetrics

With our case study from Bubble Birds 4, we tried to show what exact things you can change in your efforts in designing screenshots that will convert and engage users in the best possible way.

In their test, developers wanted to check if a personal approach in designing screenshots will influence the conversion rates of their app page. The following changes have been applied and, as a result, delivered significant performance:

1) The main character overlaid on each screenshot. This way, a bird acts as a storyteller that speaks to users and represents what to expect from the game. Additionally, the character becomes the main element of the screenshot which helps in catching user attention and raises interest.

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Hobnob Growth Engineer: SplitMetrics Completely Altered our Company’s Trajectory

Over the course of 5 months, Hobnob (an app that helps people create professional-looking event invitations and distribute them via text message) used SplitMetrics to restore and improve their app store conversion rate, which was declining due to a recent rebrand. Hobnob was then able to apply these learnings across their inbound traffic channels which lead to an increase in top-level app growth.

Furthermore, Hobnob used SplitMetrics’ email collection feature to test each portion of their Android listing while the app was still in development. This ensured an optimized Android listing on launch day and an email list of extremely qualified users, which translated into a 60% conversion rate to download in the Android app’s first month on the app store.

Ashwin Kiran, Growth Engineer at Hobnob is sharing these and other insights with us in our interview.
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How Empire City Casino Achieved 31% Conversion Lift with a Simple Screenshots Edit

12 app store screenshots conversion rate splitmetrics

A test recently run by EmpireCityCasino is a perfect example of how minor changes can result in major effects. For their first test, developers at Empire City Casino decided to check what screenshot background works better: an eye-catching one or calmer gradient.

It is no surprise that concentrating users’ attention on the app rather than on the background leads to more installs, but what is surprising is that this can be achieved through a simple yet thoughtful change in design of background image.

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Early Search Ads Experiments Promise Great Performance for Apple’s New Advertising Platform

11 apple search ads experiments splitmetircs searchadshq

A month ago at the annual developers conference, Apple introduced Search Ads, which allows developers to get their apps discovered at the very moment users are searching for similar apps. Inspired by this announcement, we’ve started working on the idea of how we can help developers measure and improve the effectiveness of this type of advertising.
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App Viral Marketing: 5 Marketing Hacks Behind the MSQRD’s Viral Success

8 viral app marketing tactics splitmetrics
MSQRD App Screenshot

Making your mobile app go viral in a store and determining people to share it with their friends is a holy grail of every publisher. The importance of achieving viral success skyrocketed due to ever-increasing advertising cost. Moreover, people don’t find ads that trustworthy. Yet, when a friend shares a new mobile app, walls of prejudice fall down and downloads boost.

The MSQRD app experienced explosive growth thanks to impressive viral sharing with friends. As a result, Facebook acquired Masquerade (the company behind this viral photo and video filter app) for an undisclosed amount in March this year.

The 3D mask technology will be used in live video within Facebook app, which Mark Zuckerberg introduced at F8 conference. I caught up with Eugene Nevgen, the CEO of Masquerade and co-founder of SplitMetrics, an app store optimization platform, while he was in San Francisco for F8.

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10 Tips On Designing Screenshots That Convert (Backed by 500+ A/B Tests)

7 mobile ab testing converting screenshots splitmetrics

Your app’s story starts with the first page…your app store page. One of the key things that make your story stand out in the overpopulated marketplace of apps is your screenshot design. After testing hundreds of screenshot sets for a variety of apps, we’ve observed that some design approaches tend to work better than others. This article will discuss common pitfalls and best practices in designing app store screenshots that convert.

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SongPop Success Story: Shorter Captions, Bolder Graphics, 10% Better CVR


SongPop2 – Music Quiz is a trivia game app from FreshPlanet that challenges players to guess songs in multiple-choice quizzes. Teamed up with SplitMetrics, FreshPlanet gave users a different kind of quiz – to identify the best creatives for their app page. They tested two app store page versions over 30 days to see which one performed better. After a simple experiment, the mobile game developer identified a screenshot variation that converted 10% better than the original set.

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Paper by FiftyThree: how to get 33% more installs with screenshots A/B testing

You’ve definitely heard about a beautiful device, the stylus Pencil by FiftyThree. The company also has an awesome app – Paper. It allows creating notes, photo annotation and sketches on the iPad and iPhone. To increase the number of downloads and get insights on the on-page user behaviour, the FiftyThree team turned to SplitMetrics.

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Angry Birds 2 by Rovio: 2.5M more installs in just a week with ASO and A/B testing.


As you might have heard, Rovio Entertainment has just released a new version of its super popular title – ANGRY BIRDS 2. The app got more than 20 million downloads during the first week after releasing the game. SplitMetrics can be credited for at least 2.5 million downloads. For a game like that it is a huge cost cut. The Rovio team ran a series of experiments to discover which combination of icons, screenshots, description, video preview and cover maximizes the number of installs.

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Case study: iPad screenshots for Skoda app

4 mobile app ab testing skoda app splitmetrics

In a recent case study, we’ve partnered with Bamboo Apps studio to run an experiment for their respectful customer – Skoda Auto. The idea was to check what set of screenshots among those they had brings the biggest number of downloads. They already had a few sets and were not sure what to choose – like everyone these days Bamboo guys were about to the one that they like most. But we offered to test everything using real user data.

From our side, we added a new alternative by simply reordering the screenshots. Since in SplitMetrics we create that types of tests semi-automatically it took about 5 minutes to set everything up.

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