Visible components have been and are the principle channels that affect customers to obtain. If customers are searching for an utility based mostly on the required performance (with out loyalty to a sure model), then trying on the search outcomes, they’re extra more likely to carry out focused actions, specializing in visible elements, particularly icons and screenshots.



Screenshots and an icon are visible components of the app which have a big impact on app conversion charges.

Conversion, within the case of a cell app, is the proportion of set up by the person of the app after viewing its web page on the shop. Relying on the app class, the common conversion charge within the US is 29.68% on the Google Play Market and 32.53% on the App Retailer. Conversion doesn’t apply to views of your app from search outcomes.

App shops have the power to trace a number of forms of cell app conversions. The App Retailer is about:

  • App Models / Impressions – conversion from app show in search outcomes to set up;
  • App Models / Product Web page Views – conversion from app web page view to set up
  • Product Web page Views / Impressions – conversion from displaying the app in search outcomes to web page view.

For Google Play, we’re speaking about:

  • Monitoring downloads from Google Play – the market registers the obtain of the applying by the person
  • Monitoring first app launches – a conversion is registered when a person first launches your app, in the event that they beforehand put in it by clicking in your advert (additionally obtainable for iOS).

The graphic components that guarantee the expansion of the above indicators are, to start with, the applying icon and the design of its screenshots.

An icon app is a component of visible optimization that’s displayed within the search outcomes of the market or retailer and on the applying web page and is a thumbnail of the sport picture, purposeful or branded a part of the applying.

A screenshot is a picture of the machine display with the principle features of the applying, that are positioned on the applying web page with a purpose to present the person all the advantages and enhance the conversion.


Utility icon

This graphic ingredient shouldn’t be underestimated, as a result of it’s the one that’s liable for the primary impression of the app. Often, the design of icons is easy and concise, which is logical – the ingredient ought to convey data to the person already within the search outcomes, displayed in a reasonably miniature format towards the background of different, related purposes.

The principle instructions of icon design are:

  • icons containing the identify or a part of the identify of an utility or recreation (based on analysis, the textual content on the icon is utilized by solely 1 / 4 of builders):
  • icons containing a brand for a transparent affiliation with the model:
  • icons as a part of the gameplay (the principle characters or the sport course of itself are mirrored):

It is a pretty approximate distribution as a result of, within the icon from creation to the ultimate outcome, all the things can change: from shade traits to elements and textual content. The standard reply to the query: “Which of the instructed icons is best?” is – “you should check!”.

What customers like doesn’t at all times coincide with the opinion of a developer, designer, or ASO specialist. That’s the reason companies for A / B testing of graphic components must be a part of the work to advertise the app. Google Play Market in its console gives Play Retailer itemizing experiments – to evaluate the affect of recent components on conversion. There it’s doable to check concurrently as much as 4 choices of graphic components (the present one + 3 extra).

Screenshots of the applying

It is a nice alternative not solely to familiarize the person with the principle performance of your utility – its capabilities and options but in addition to have an effect on the conversion immediately. When taking screenshots app, don’t miss the possibility to attraction to the person with calls to motion, draw their consideration and encourage them to obtain. This textual content shouldn’t be listed and is a part of the picture.

There are two most important forms of app screenshots – horizontal and vertical. Most frequently, the design of the applying itself determines what the screenshot will probably be like. Video games fairly often have a horizontal orientation and it is mindless to show it into vertical screenshots.

An instance of the vertical format of screenshots:

Vertical screenshots are extra informative and with out pointless person interplay (no scrolling) present extra knowledge concerning the utility at a look. They’ll include a picture of the machine or with out it.

Horizontal screenshots are normally utilized in video games and introduce the person to the principle gameplay in nice element, however because of the show options (just one screenshot, respectively, a most of 1 caption), the proportion of customers who view the complete collection of screenshots is sort of small.

The design of app screenshots may be very depending on the class of the applying. For instance, if we’re speaking about an utility for presets, filters, and results for images, then screenshots are normally designed on the highest degree, which is able to communicate concerning the high quality of the applying.

The visible optimization of common manufacturers appears fairly atypical. This, in fact, is because of the truth that customers know precisely what they’re searching for and obtain the applying with out trying on the design of its web page. However even common purposes don’t ignore such a channel for working with the person.

An instance of the visible design of screenshots for the Telegram utility:

To grasp the tendencies and instructions within the visible design of purposes, it’s essential to make an overview of the principle opponents. Conveniently, this may be performed utilizing the ASOMobile analytics and the Visible comparability device:

The principle indicator of a high-quality app visible optimization is the dynamics of conversion. It’s the visible components (icons and screenshots) that enhance the attractiveness of the applying for the person and result in set up. As we`ve written about this in TOP TIPS FOR ASO OPTIMIZATION. Textual content optimization and work with semantics have their very own aim – utility visibility in search. When, based on the person’s search question, the search outcomes are generated by the algorithm, then the selection of the applying for downloading happens exactly by the icon, and within the case of viewing the applying web page, by the screenshots.

To substantiate this declare, let us take a look at a number of real-life circumstances the place visible optimization was carried out and the way this affected the conversion of the applying.

Case 1

Utility – Dream App: Dream Meanings, Dream Interpretation. App to interpret your desires, consultations with a therapist, and a dream diary.

The unique icon had a reasonably in depth analysis base, a cross-section of comparable proposals, visions, and ideas. The work resulted within the following two choices:

However as acknowledged above, what the developer, designer, and even the complete workforce working with the applying likes, is not going to essentially be appreciated by customers. It turned out to be simply that: the conversion charge was fairly low. The necessity for visible optimization led to the event of a totally totally different idea of graphic components. Under you’ll be able to see how the seek for the idea and the results of the work passed off:

After receiving the outcomes, A / B assessments have been run with the next outcome:

Conversion elevated by + 49.4%

Case 2

Utility – PVP Ship: Shooter 5 vs 5

House shooter-themed recreation. The seek for ideas for the applying icon and the outcomes for A / B testing are as follows:


Conversion elevated by + 32.1%

Nonetheless, not solely the icon brings outcomes, but in addition the attraction to the viewers, using focal captions within the screenshots, and easily their lovely design. All these collectively give a rise within the app conversion.

An instance of complicated visible optimization and its outcomes is the next case.

Case 3

Utility – Wolf Simulator – Beasts

A simulation recreation of the life of untamed animals. Along with the brand new icon, the visible optimization bundle included screenshots with focal captions:

The results of the introduction of the brand new visible app optimization was a rise in conversion.

Conversion elevated by + 30%. In the intervening time, the applying has over 1 million installations.

Textual content optimization will present your app for related key phrases, whereas visible optimization ensures that the person installs it. Nonetheless, it could be greatest when you didn’t depend on the truth that a high-quality and fascinating utility will discover its target market by itself, handle its ASO optimization – that is an funding for the longer term, which is able to give you a continuing inflow of natural customers.

Leave a Reply