Incipia blog

iOS 11 App Store ASO Screenshot Examples

Gabe Kwakyi | July 27, 2017

Looking for ideas on how to update your screenshots for iOS 11? Check out this list of screenshots taken from live searches in the App Store with the iOS 11 beta, along with minimal commentary. With the exception of Mint, these examples showcase apps that have only screenshots, and no preview video.

But first, three predictions on best practices for screenshot in iOS 11 ASO:

  1. With three screenshots, the idea of connecting screenshots together, both visually and via messaging will become more appealing and produce a more cohesive way to sell users on an app's value. Stay tuned for future posts detailing a few examples of this style of screenshot that we are creating for clients.
  2. With smaller screenshots, captions will need to be more minimal than ever. 1-4 words in large font will become a popular style.
  3. Not only the caption text but the actual screenshots themselves will also need to focus on being larger and easier for users to comprehend; in other words, a focus on visuals that do not require users to squint to understand, and are not text-heavy.

Visual Pop-Off App Store Screenshot Example

This visual style (also known as a call-out) had a measure of popularity in iOS 10 ASO, likely due to its custom feel and ability to attract attention (especially important now that competing listings occupy a larger space in the search results than in iOS 10). In iOS 11 ASO, the pop-off style may prove more useful for zooming in to 2x or 3x on parts of an app's UI that may be harder to distinguish at a normal size. Or, the pop-off to draw user attention to parts of the screen that they may otherwise miss; an issue exacerbated by the addition of the third screenshot and smaller overall real estate.

 

 

UX Mockup App Store Screenshot Example

This style of screenshot (popular among UX designers showing off app projects on Dribbble.com) can be used similarly to the pop-off style to convey custom design, and better user capture attention. For apps with clean branding and UI, this can be a safe choice beyond the traditional vertical phone style.

The second image of Google apps also features the phone-in-hand screenshot style, displayed on a real background. This style is useful for conveying a sense of realism for lifestyle apps, as opposed to the abstract, floating phone/screenshot style, which is classic, yet lacks the context of the app's use case.

 

Single-Word Caption App Store Screenshot Example

How do you make the most of a small screen while still conveying your message via text? Use a single word for your captions. Single-word captions are likely to become popular in iOS 11 ASO.

 

Connected Middle Visual App Store Screenshot Example

Similar to the connected-style, this more rare style allows the app to control more of the messaging, by using more text and visuals, as opposed to having to use an actual screenshot. If the app lacks differentiation and is more functional than experiential, this may be a good choice. With three screenshots, this style may become more popular in iOS 11 ASO, by allowing users to still have two screenshots while also better controlling messaging.

 

Text-Only Shot Visual Caption App Store Screenshot Example

Mint makes use of its preview video poster frame to offer additional messaging to users, using color to highlight one particular use case. Using the poster frame will be a big optimization opportunity for iOS 11 ASO, as the poster frame will show before the user's video has loaded, which may take several seconds depending on the user's internet connection.

The theme green adds a consistent brand feel, and the visuals are also mostly decipherable at a smaller size, and shots 2-3 are also connected by the grocery use case.

 

 

Leverage Real Background App Store Screenshot Example

Google's designers deserve some serious credit in the "taking creative risks" department. Google Translate uses a real-world photo to hammer home the app's use case. With three screenshots and a need for larger text, some clever designers for lifestyle apps such as Google's may be able to use real images as backgrounds that play a part in the messaging. Instamotor offers a second real-world background screenshot style example.

Like many apps, however, the caption length/size will represent a challenge in iOS 11 ASO.

 

Visually Engaging Captions App Store Screenshot Example

Captions have a higher chance to be lost and go unseen in iOS 11 ASO, as the visuals take center stage. By using font to make captions more noticeable, ASOs can mitigate this risk and also turn captions into an attention-grabber. Google Spotlight stories takes the visually engaging caption a full step further and transforms the traditional caption text into images, which plays very nicely with iOS 11 ASO.

Connected-Style App Store Screenshot Example

Per our best practice prediction, the connected-style screenshot will likely proliferate in iOS 11 ASO with the addition of a third screenshot, which allows for a stronger and broader canvas to convey progression than two screenshots can provide.

In fact, Youtube TV provides a glimpse into what a three screenshot-long progression can look like in iOS 11. Shazam and Postsnap combine the connected screenshot style with more text that tells a bit more of a story than a caption alone can muster. With smaller screens, the connected style can be a way to boost text size and retain the use of text as a major component of the messaging strategy.

 

Visual Cues App Store Screenshot Example

Like the pop-off stlye, visual cues can help in iOS 11 ASO to direct the user's attention to the right areas and explain where smaller visuals can leave users confused.

 

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Incipia is a mobile app development and marketing agency that builds and markets apps for companies, with a specialty in high-quality, stable app development and keyword-based marketing strategy, such as App Store Optimization and Apple Search Ads. For post topics, feedback or business inquiries please contact us, or send an inquiry to hello@incipia.co.