Screenshots for App Store and Google Play in 2025: A Complete Guide to Increasing Conversion

In this article, we’ll explore one of the most effective tools for boosting conversion — screenshots in the App Store and Google Play. Every developer dreams of high installs, but the path to them doesn’t start with advertising — it begins with visual elements. And first of all — with screenshots. Every month, hundreds of thousands of new apps appear in the stores, and only 0.5% of them become successful. The competition for user attention has never been more intense.

According to statistics, we have only 7 seconds to capture the user's attention and convince them to install the app. Over the past few years, the mobile market has undergone dramatic changes, yet one constant remains: the visual presentation of an app page directly influences the decision to download.

In recent years, screenshots have evolved into a powerful marketing tool capable of increasing app page conversion rates by 20–35%.
This is our main asset — helping increase installs, stand out from competitors, and communicate the unique value of the product.

This guide gathers up-to-date data, practical tips, and real 2025 case studies to help create screenshots that truly sell. Before us is a complete, modern guide to visual optimization.

Screenshots as a Marketing Tool: Why They’re Not Just Pictures

Research and market practice show that the vast majority of users decide whether to install an app based on its visuals — without reading long text descriptions. In 2025, the effectiveness of visual materials depends less on a “perfect” image and more on how quickly and authentically we convey the essence and emotion of the product.

The “Ugly Ads” trend is gaining popularity — simple formats imitating user screenshots or raw videos perform better than polished studio materials. They don’t cause ad blindness and feel more authentic.

To measure the success of visual optimization, it’s important to understand which metrics truly reflect performance.

Key Metrics for Evaluating Optimization Efficiency

• Conversion Rate (CR) product page — the percentage of users who installed the app after viewing the page.
• CR from search — conversion based on specific search queries.
• Click-through rate (CTR) — how often users click on the app card in search results.
• Retention — how well the app retains users over time.

Optimizing screenshots positively affects not only conversion but also further promotion, since the number of installs remains a key ranking factor in app stores.

Screenshots in App Store and Google Play: Key Differences in 2025

To build an effective visual strategy, it’s essential to understand that App Store and Google Play users view app pages differently. Despite increasing standardization, both stores still differ significantly in how they display and handle screenshots. Ignoring these differences can reduce the effectiveness of even the most beautiful designs.

Comparison Table: App Store vs. Google Play

Important: don’t copy screenshots 1:1 between platforms.

User experience differs between iOS and Android — and your visual elements should reflect that. Adjust the order, composition, and captions to suit each platform.

• For the App Store, focus on the first three screenshots, as they are visible in search results.
• For Google Play, the first screenshot and video preview are most important.

Design Cases: App Store vs. Google Play

Uber

App Store (iOS)
Minimalistic style, bright first screen, clean headlines emphasizing comfort and safety. Structure: value → explanation → trust. Short captions (2–4 words), real UI background, clear hierarchy.

Google Play (Android)
More utilitarian: Android device mockups, focus on ride types, fares, and reservations, and more explanatory text. Screens often appear alongside promo videos or feature graphics.

• iOS: first three screenshots form a mini-story: Value → Flow → Trust. A dark or contrasting background paired with bold headlines creates a premium look.
• Android: focus on specific use cases and benefits in 1–2 lines; use Android mockups, slightly more text allowed.

Camera360

App Store (iOS)
Glossy presentation with emotional minimalism: large portraits, soft light, expressive imagery. Short and catchy text lines (Trending makeup, Exquisite facial, Cute stickers) evoke emotion and boost sales.

Google Play (Android)
More practical: light backgrounds, clear interface demonstrations, panels, and “Before/After” shots. Focus on features — how tools work. Longer text captions explain usage. Clean, structured, technical.

• iOS: focus on emotion and inspiration — beauty, expression, feeling. First three frames like fashion posters: Value → Emotion → Result.
• Android: focus on functionality — AI, Before/After, Filters, Retouch. Light backgrounds, device mockups, short descriptive text.

General Insights

• App Store is about emotion and brand: short slogans, big typography, dark/clean backgrounds, and a story across the first three images.
• Google Play is about clarity and scenarios: Android mockups, longer text, before/after shots, and supporting videos or feature graphics.

First Three Screenshots: How to Sell an App in 3 Seconds

By 2025, about 90% of users don’t scroll past the third screenshot. That means the first three images decide whether your app gets installed.

There’s a proven conversion formula that works across categories.

Screenshot #1: Value Promise

What to show: The main benefit — short and visual.
How: Use a headline that answers “What do I get?” Show your most attractive screen.

Case: Notion — “Your life, beautifully organized.” A clean interface shows order and elegance at a glance.

Screenshot #2: Key Usage Scenario

What to show: The most popular or unique use case.
How: Focus on one key action. Keep it simple, show functionality in action.
Case: CapCut — simple tools and a clean layout make video editing look effortless.

Screenshot #3: Trust & Social Proof

What to show: Why users should trust your app.
How: Add badges like “Editor’s Choice,” ratings, install counts, or media mentions.
Case: Calm Sleep — ratings, awards, and media quotes build credibility and a sense of belonging.

Tips for the Top Three Screens:

1. Create visual flow between frames — tell a story.
2. Use short English phrases — it improves recognition.
3. Add emotion: color, character, movement — everything that brings screens to life.

Screenshot Design Trends in 2025

The visual language keeps evolving. What looked fresh yesterday may feel outdated today. In 2025, screenshots are no longer just decorative — they tell a story, evoke emotion, and build trust.

Emotion and Storytelling

Users want to see not just an interface, but the experience. Each image should lead to the next, forming a narrative of progress and meaning.
Example: Calm — “Relax your mind → Sleep better → Feel happier.”

Dark Mode as a Standard

Dark Mode is no longer optional. With over 50% of users using it regularly, show how your app looks in dark mode. Example: Telegram shows both light and dark versions, highlighting flexibility and detail.

Minimal Text

Short, strong, and visual text works best. Use 3–5 words. Formula: Verb + Benefit + Result.
Examples: “Plan better. Achieve more.” / “Edit easily. Share instantly.” / “Track workouts. Stay motivated.”

Localization and Cultural Adaptation

Localization is not just translation — it’s emotional and visual adaptation to cultural norms.
Example: Temu and Instagram tailor color, tone, and imagery differently for each market.

Authenticity and Realism

Users are tired of over-polished designs. Authentic, real-world scenarios resonate more. Show genuine experiences, real people, and real emotions.

Tools for Creating, Analyzing, and Testing Screenshots

In 2025, success in stores will depend on data, not intuition. Screenshots are now a measurable science — every frame can be tested and improved.

Competitor Analysis

Start not in Photoshop, but with research. Platforms like ASOMobile allow quick collection and comparison of screenshots from top apps in your category. The Visual Comparison tool helps you see where you stand out — and where you blend in.

A/B Testing

Use Product Page Optimization (PPO) on iOS and Store Listing Experiments on Android. Test several variants and see which performs better. Average successful tests boost conversion by 10–25%.

ASOMobile Tip

Don’t rely blindly on AI recommendations. Algorithms can inspire, but real insight comes from data and user understanding. Use AI to generate ideas — then test them with real users.

Screenshots as a Strategic Asset in 2025

Screenshots have evolved into a core marketing asset. In 2025, success begins not with advertising, but with your app page. Screenshots create first impressions — and drive installs.

Key Takeaways

1. Visuals decide everything. First impressions form instantly — screenshots are your silent pitch.
2. Platforms differ. Adapt designs for App Store and Google Play.
3. Continuous testing drives growth. A/B testing is the path to real optimization.
4. Localization is deeper than translation. Adapt for culture, emotion, and context.

In 2025, success belongs to those who design with intent — guided by data, not assumptions. Screenshots are the language of your product — use them wisely, and they’ll sell better than any words.

Optimize and Grow 💙