App Screenshot A/B Testing Guide
Learn how to test different screenshot variations to maximize your app store conversion rate.
Why A/B Test Screenshots?
Average increase in conversion rate from optimized screenshots
of users decide based on first impression
average time viewing screenshots
screenshots typically viewed
A/B Testing by Platform
App Store Product Page Optimization
Native A/B testing in App Store Connect
What You Can Test
- • Screenshots (up to 3 treatments)
- • App icon
- • App preview videos
How It Works
- 1. Go to App Store Connect → Your App → Product Page Optimization
- 2. Create a new test with up to 3 treatments
- 3. Upload different screenshot sets for each treatment
- 4. Set traffic allocation (recommend 50/50 for 2 variants)
- 5. Run for 7+ days or until statistical significance
Pro tip: Test one element at a time (e.g., only headlines, or only background colors) to know exactly what caused the improvement.
Google Play Store Listing Experiments
A/B testing in Google Play Console
What You Can Test
- • Screenshots
- • Feature graphic
- • App icon
- • Short description
- • Full description
How It Works
- 1. Go to Play Console → Store presence → Store listing experiments
- 2. Create a new experiment
- 3. Choose what to test (graphics or text)
- 4. Upload variant assets
- 5. Run until you reach 90%+ confidence
Pro tip: Google recommends running experiments for at least 7 days and getting at least 1,000 installs per variant for reliable results.
What to Test First
Start with high-impact elements that are easy to change:
First Screenshot
This is what users see first. Test different value propositions, headlines, or featured screens.
Background Colors
Test different gradients or solid colors. Some colors convert better for certain app categories.
Headline Copy
Test benefit-focused vs. feature-focused headlines. "Save 2 hours daily" vs. "AI-powered scheduling"
With vs. Without Device Frames
Some apps convert better with device mockups, others without. Test to find out.
Screenshot Order
The same screenshots in different order can have different conversion rates.
A/B Testing Best Practices
- Test one variable at a time - If you change multiple things, you won't know which change caused the improvement
- Wait for statistical significance - Don't make decisions until you have 90%+ confidence (both platforms show this)
- Run tests for at least 7 days - User behavior varies by day of week
- Document your tests - Keep a log of what you tested and results for future reference
- Keep testing - Your first test won't be your last. Continuous optimization compounds over time.
Create Test Variants Quickly
Use AppShotEditor to rapidly create screenshot variations for your A/B tests.
Open Editor