App screenshots
App screenshots are the images on your store listing that show what the app looks like and what it does. They are the single biggest conversion asset on the product page: most users decide from the first one or two and rarely scroll, so the opening frames carry the install. Crucially, screenshots are not indexed for search — text inside them doesn’t affect ranking — so they win the install, not the rank. Apple and Google both cap how many you can upload and in what formats.
- Screenshots are the primary conversion asset — the first one or two do most of the work because users rarely scroll.
- They are NOT indexed for search (text in them doesn’t rank) — they drive the install, not the ranking.
- Apple: 1 to 10 screenshots per localization, in .jpg or .png; the modern iPhone display sizes are required.
- Google Play: up to 8 screenshots per device type, with a minimum of 2 for phones.
- Lead with the core value/benefit and a clear caption, and localize the screenshots — the captions and the in-app UI shown — not just the description.
What screenshots do (and their limits)
Screenshots exist to convert a browser into an installer. On both stores they appear prominently on the product page and (on the App Store) can show in search results, so they’re often the first real impression of your app. Because they’re a conversion asset and not a search-indexed one, the goal is persuasion, not keywords: communicate the value instantly. The stores set limits — Apple allows one to ten screenshots per localization in JPEG or PNG and requires the current iPhone display sizes; Google Play allows up to eight per device type with a minimum of two for phones — so you have room for a short, deliberate visual story.
Treat the first one or two frames as the most valuable real estate you own, because most users judge from them alone.
- Apple: 1–10 per localization (.jpg/.png); current iPhone sizes required.
- Google Play: up to 8 per device type; minimum 2 for phones.
- Conversion asset, not search-indexed — persuade, don’t keyword-stuff.
How to design screenshots that convert
Lead with the core benefit, not a feature tour: the first frame should answer "what do I get?" at a glance, with a short, readable caption. Show the real app (the actual UI in use), keep captions benefit-led and scannable, and order the frames as a story that builds from the strongest value. Localize them properly — translate the captions and the in-app UI shown, and adapt the visual tone for the market — because a re-captioned foreign set converts worse than a native one. And keep them honest: screenshots that over-promise produce refunds and one-star reviews that hurt both conversion and rank.
Because screenshots are so decisive, the icon and first screenshot are usually the highest-leverage things to A/B test with each store’s native experiments.
- First frame = the core benefit + a short caption; build a story across the set.
- Show the real app, localize captions + UI, keep claims honest.
- A/B test the first screenshot — it’s among the highest-leverage creative tests.
Frequently asked questions
Do app screenshots affect search ranking?
No — screenshots are not indexed for search, so text inside them doesn’t affect ranking. They are the primary conversion asset: they drive the install once a user lands on your product page, but the ranking comes from your indexed text fields, ratings, and other signals.
How many screenshots can I upload?
On the App Store you can upload 1 to 10 screenshots per localization (.jpg or .png), and the current iPhone display sizes are required. On Google Play you can upload up to 8 screenshots per device type, with a minimum of 2 for phones.
Which screenshot matters most?
The first one or two — most users decide from them and rarely scroll. Lead with the core benefit and a clear caption, and treat the first screenshot (alongside the icon) as the highest-leverage thing to A/B test.
Should I localize my screenshots?
Yes — translate the captions and the in-app UI shown, and adapt the visual tone for each market. A natively localized screenshot set converts noticeably better than a re-captioned foreign one.
Put this into practice.
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