App Store Optimization, from the screenshot side.

What ASO is

Think of it as two questions. Do people find your app when they search? And when they find it, do they install it?

• Being found: your app name and subtitle (30 characters each on the App Store), the 100-character keyword field, ratings and reviews. On Google Play: a 30-character title, an 80-character short description and a 4,000-character full description.
• Convincing: the icon, screenshots, header images, previews, and the first lines of your description.

Keyword tools are for the first half. Most of what people see, and judge, is the second.

Where screenshots appear

• Search results. Apple says that, depending on orientation, up to three screenshots can appear. From iOS 27, an optional search results asset can appear instead.
• Your product page. Up to 10 per device and language on the App Store, and up to 8 per device type on Google Play.
• Custom product pages. Apple lets you make other versions of your page for different campaigns.

So the first three do the most work. Design them to make sense without the rest, at the size they really appear.

How to improve them

• Say what it is, first. Someone in search gives you a moment. Your first screen should answer "what is this?"
• Match the search. If people find you for a specific job, show that job early. Keep the wording natural.
• Write for small sizes. Few words, big type, strong contrast.
• Show the real app. Both stores ask for it, and it sets honest expectations, which helps the reviews you need for the other half.
• Localize. Text in a language someone reads does more than text they don't. Start with languages your app supports.

The guidelines page lists what to keep out.

Test instead of guessing

Apple's product page optimization tests different creative with real visitors, and Google Play has store listing experiments. Change one idea at a time, starting with the first screen, and give each test enough traffic to mean something.

You'll see claims that certain screenshots lift conversion by some exact percent. We don't quote any, because the answer depends on your app and its audience. A test on your own listing is worth more.

Where Appscreensii fits

Appscreensii makes the creative side: screenshots, header and search images, feature graphics and translations. For variants to test, duplicate a project and change it.

It doesn't research keywords, track rankings or report downloads. For those, use a dedicated ASO tool. App Store Connect and Play Console also show your own conversion numbers.

Store rules checked November 4, 2026, against Apple's and Google's own pages. They change, so check the source before relying on any one number.