How a/b testing screenshots increases downloads

Creating captivating screenshots is part of a successful ASO strategy. A/B testing can help you figure out the best screenshots to use on your app’s product page. Testing them out is a must if you want to increase organic downloads.

Why is A/B testing screenshots important?

Most users don’t read the full app description. Instead, they look at the screenshots to determine if they’re interested in your app, making it vitally important to use the best images.

An app with boring screenshots that don’t highlight its benefits will go unnoticed and users won’t download it.

So if your app’s organic downloads count is down, this may be a sign that it’s time to update its screenshots.

But how will you know what changes to make? A/B testing can help you figure it out!

Mobile A/B testing allows developers to try two different variations to discover which one produces the best results. Without testing, you would have no idea if your changes will make a positive or negative difference.

If A/B testing reveals that your redesigned screenshots don’t perform well you know they aren’t worth using, which will save you time and money in the long run.

Mobile A/B testing steps

The following steps are part of the testing process.


Get started by conducting research to get an idea of how to redesign your screenshots for greater success.

App Store

Take a look at your competitors’ screenshots, especially the leaders in your app’s category. Take note of:

  • The orientation of the screenshots;
  • What values and benefits they highlight;
  • Whether or not they use the maximum number of screenshots available;
  • What types of features are shown in the screenshots, particularly the first one.

Target Market

You should learn more about your target market, such as their age, interests, location… Understanding your target market will help you figure out what kinds of screenshots they are attracted to.

Running A/B tests

Once you have completed your research and have come up with some new screenshots it is time to test them out.

There are several A/B testing tools that you can use, such as Google Play Experiments (for Android apps) or Facebook ads.

  • Regardless of the A/B testing tools that you choose, the actual process needs to follow a certain set of rules. Here are a few things to keep in mind:
  • Only test one hypothesis at a time;
  • Create variations that look like app store pages so that the test’s results are realistic;
  • Direct equal amounts of traffic to both variations;
  • Generate enough traffic for the experiment;
  • Google Play Store users and Apple App Store users behave differently, therefore you cannot test once and apply the results to both stores.

Reviewing A/B testing results

After concluding the test it’s time to analyze the results. Those results could take you into one of the following directions:

  • If your new screenshots didn’t perform well they probably shouldn’t be used. You will need to redesign your screenshots and go through the A/B testing process once more;
  • On the other hand, if your new screenshots did well during the testing phase you can begin using them in the app store;
  • Even if your new screenshots show promise, it might still be a good idea to conduct further testing in order to keep perfecting them and getting the best results possible.

As with anything ASO related, A/B testing is an ongoing process. You should always be striving to improve your app’s screenshots so that you can stay ahead of the competition.

If ASO seems like a lot of work, get help from an expert. Contact a specialist to start improving your ASO strategy and getting the results you want.