Store guide

How to design App Store screenshots that convert

Screenshots are the part of your listing people actually look at. This guide covers what to put in them, in what order, and how to test it.

Last checked 10 October 2026

Why screenshots matter

When someone finds your app in search or in a list, they decide in seconds. Most people never read the description, so your screenshots are your pitch. The goal of every slide is the same: make one benefit clear at a glance, so a stranger understands what your app does and why it is for them.

This guide is about the design and the story. For the technical limits, see App Store sizes and Google Play requirements.

Ten rules that work

  1. One idea per slide. If you need two sentences, make two slides.
  2. Lead with the benefit, not the feature. "Never miss a bill" beats "Reminders screen".
  3. Keep headlines short. Aim for 3 to 6 words, set large enough to read at thumbnail size.
  4. Show real UI. Use real screens with believable content. Apple's review rules expect screenshots to show the app in use, not just title art or a log-in page.
  5. Put your best slide first. The first screenshot decides whether people look at the rest.
  6. Tell a story across the set. Make each slide lead naturally into the next.
  7. Be consistent. Use the same fonts, colours and device frame throughout so the set reads as one design.
  8. Use contrast. Make sure headlines and the key part of the screen stand out from the background.
  9. Localize. Translate headlines and, if you can, the screens themselves for each market.
  10. Test and change. Treat your screenshots as something to improve, not a one-time job.

A slide-by-slide plan for 8 screenshots

A simple 8-slide structure
SlideJobExample headline
1Your main promise, in a few words"Everything the house needs"
2The core feature people came for"Shared lists that stay in sync"
3Your second strongest feature"Never miss a bill again"
4A feature that makes you different"Chores sorted, fair and square"
5A workflow: how it fits into their day"Dinner plans for the week"
6Social proof or a result, if you have one"Loved by families"
7Smaller features, grouped together"Everyone on the same page"
8A calm close: privacy, sync or a final reason to install"A calmer home, every day"

The example headlines come from our Crush template. Change them to fit your app.

Do and don't

Do

  • Make the text readable on a small screen.
  • Use a clear device frame and a simple background.
  • Highlight the exact part of the UI that proves the headline.
  • Translate the headlines for each market.
  • Check how the set looks next to your competitors’.

Don't

  • Don’t fill the slide with small text.
  • Don’t show an empty or broken screen.
  • Don’t use ten different styles in one set.
  • Don’t claim features the app does not have.
  • Don’t use outdated screenshots after a redesign.

Testing what works

Both stores let you test different versions of your listing. Apple calls its tool product page optimization (in App Store Connect), and Google Play calls its tool store listing experiments (in Play Console). Change one thing at a time, such as the first screenshot, wait until you have enough visitors to see a clear difference, and keep what wins.

Checklist before you publish

  • The first screenshot states the main benefit in a few words.
  • Each slide has one idea and a short headline.
  • Every screen is real, up to date and has believable content.
  • The set looks like one design, from slide 1 to 8.
  • You exported the right sizes for each store and device.
  • The headlines are translated for your main markets.

Design them without a designer

Screentrino gives you ready-made 8-slide designs, so you can focus on the message. Pick a look from the template gallery, add your captures, change the headlines, and export for both stores. Start in the app, or read the guide first.

Frequently asked questions

What makes a good App Store screenshot?

One clear idea per slide, a short benefit-led headline, real app UI, and a consistent design across the set. The first screenshot matters most.

How many screenshots should an app have?

Most apps do well with 5 to 8 screenshots that each make one clear point. The App Store allows up to 10 per device size and Google Play up to 8 per device type.

What should the first App Store screenshot show?

Your main promise in a few words, with a clean view of the app. It is the screenshot most people will see, so it should explain why the app is for them.

How can I test which screenshots work better?

Use Apple’s product page optimization in App Store Connect or Google Play’s store listing experiments in Play Console. Change one thing at a time and give the test enough visitors.

Should I localize my screenshots?

Yes, if you sell in more than one language. At minimum, translate the headlines for each market.

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