App Masters · 2026-07-25

Why App Store Screenshots Matter for ASO

Steve P. Young talks with Sam, co-founder of the recipe app CookBook (45K MAU, launched 2016) and the screenshot tool AppScreens (150K+ users, 12M screenshots exported). Covers why the first three screenshots matter, benefit-led big-text captions, product page optimization practice, custom product pages by search intent, localizing with localized app UI, and why AI-generated screenshots failed for them. Mostly a product demo of AppScreens, plus secondhand results from TextPlus (+59% installs from one screenshot) and Tiimo, and two live app audits.

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10 tactics

CookBook · B2C · recipe organizer app

Swap wordy screenshot captions for one big, bold benefit per screenshot

Founder says the new set is far clearer; no conversion numbers

CookBook's first screenshots were made one by one in Photoshop with paragraph-length captions. Current set: one feature per screenshot, large bold caption stating the benefit rather than the feature name (e.g. 'see which campaigns drive installs', not 'analytics dashboard'), big black device frame, zoomed-in UI. The first three screenshots get the most care since most visitors stop there.

Unknownaso

App Masters · 2026-07-25

CookBook · B2C · recipe organizer app

Always keep a screenshot test running, changing one small thing at a time

Winners often differ from what the team likes; no numbers

Always running App Store product page optimization (PPO) tests on CookBook's screenshots. Small iterations one at a time: a caption change or reordering screenshots. With low traffic, test a single variant (PPO allows up to 3) and let it run a long time (Apple suggests up to 90 days), since results swing day to day. The team competes on whose idea wins. New variants made by duplicating the screenshot project and changing screenshot one.

Unknownasoexperimentation

App Masters · 2026-07-25

CookBook · B2C · recipe organizer app

Change the first screenshot to match what people searched for

CookBook runs custom product pages for separate search intents, e.g. importing recipes from Instagram/social media and meal planning; the first screenshot changes to match the intent. Social proof as the first screenshot is another variant idea.

Unknownaso

App Masters · 2026-07-25

CookBook · B2C · recipe organizer app

Localize screenshots with real app screens in each language, not just captions

CookBook took raw app screenshots in each of its ~7 languages and used them in the store screenshots alongside translated captions. Guest advises only localizing store screenshots if the app itself is localized, since translated captions over an English app break trust.

Unknownlocalizationaso

App Masters · 2026-07-25

AppScreens · B2B · App Store screenshot maker

Make App Store screenshots with an AI image generator

Didn't work: it often changed the app's UI and can't be edited or localized

The founders tried having AI generate finished screenshot images.

Failedaso

App Masters · 2026-07-25

AppScreens · B2B · App Store screenshot maker

Price the screenshot tool low (~$15 a month) for indie developers

150K+ people have used the tool; price's effect not measured

AppScreens is positioned for developers who aren't designers and can't afford one; priced to be affordable for indie devs starting out (host: $15/month).

Unknownpricingpositioning-niche

App Masters · 2026-07-25

TextPlus · B2C · free texting and calling app

Test changing just one screenshot, likely the first

Installs up 59% from one changed screenshot

TextPlus ran screenshot tests and changed one screenshot (guest guesses the first). Current set uses big bold text and simple layouts.

Workedasoexperimentation

App Masters · 2026-07-25

Past App Masters guest John's apps

Use big, bold, short text on screenshots

Converted a little better in a past guest's many A/B tests

A past App Masters guest (John) A/B tested screenshot styles many times; big, bold, short captions beat small text.

Workedasoexperimentation

App Masters · 2026-07-25

Tiimo · B2C · visual planner for ADHD

Help people pick a routine and create their first task during signup

Slide cites 20% on tasks created in week one; host unsure of details

Per host's recap of the previous episode: Tiimo helped users pick a routine (e.g. morning routine) during onboarding so they create a task on day zero, then come back in the first week to complete tasks.

Workedonboardingproduct-activation

App Masters · 2026-07-25

Tiimo · B2C · visual planner for ADHD

Play a fun celebration animation when someone finishes a task

17% more completed tasks

Tiimo added a more gamified, celebratory animation when a routine or task is marked done.

Workedretention

App Masters · 2026-07-25

Numbers mentioned

Who	Metric	Value	Context	When
CookBook	users	45K users/month approximate	Monthly active users, 10 years after launch	3:40
CookBook	count	7 languages approximate	Languages the app and its screenshots are localized in	12:51
AppScreens	users	150K users approximate	App professionals who have used AppScreens	8:06
AppScreens	count	12M screenshots approximate	Screenshots exported or uploaded to the stores (not just created)	8:06
AppScreens	price	USD 15/month approximate	AppScreens subscription price, as stated by the host	26:45
aggregateiOS App Store product page sessions (industry stat, source not given)	share	37%	Product page sessions that never scroll below the fold	13:50
aggregateApp Store product page visitors (industry stat, source not given)	share	90%	Visitors who don't look past screenshot three	13:50
aggregateApp Store product page visitors (industry stat, source not given)	share	15%	Visitors who scroll through the full app description	13:50
aggregateiOS App Store app discovery (industry stat)	share	65%	Share of iOS app discovery that comes through App Store search	17:03
aggregateGoogle Play app discovery (industry stat)	share	58%	Share of Google Play app discovery that comes through store search	17:03
benchmarkTime a store visitor gives a listing before deciding	time to milestone	3–7 seconds approximate	Window to show what the app does and convert a store visitor	17:03
TextPlus	downloads	+59%	Install increase after changing a single screenshot in a screenshot test	22:22
aggregateScreenshot product page optimization tests the host has seen (App Masters)	downloads	+30% approximate	Occasional big PPO winner; most winning tests are only slight wins	1:09:29
Tiimo	share	20% approximate	Read off Tiimo's slide: '20% task created within first week' after onboarding initiatives; exact meaning (share vs lift) unclear	1:00:42
Tiimo	count	+17% approximate	Completed tasks after adding a more rewarding completion animation	1:02:17