How to Choose the Right Screenshots for Your App

Most apps choose screenshots based on what features they want to highlight. The apps that convert choose screenshots based on what moments best communicate value.

Screenshots can improve conversion by 20-35%, making them the highest-leverage visual element on your product page. But the impact depends entirely on what you choose to show.

Users spend 7 seconds on your page and rarely scroll past the first three screenshots. What you choose to show in those moments determines whether they install or leave.

Here's the framework that consistently produces high-converting screenshot selections.

Why Screenshot Selection Matters More Than Design

You can design beautiful screenshots that fail to convert if they show the wrong moments.

The selection problem is strategic: which parts of your app best communicate value to users who have never used it before?

Common selection mistakes:

• Screenshot 1: Login or onboarding screen
• Screenshot 2: Empty state or setup flow
• Screenshot 3: Settings or configuration screen

These moments might be necessary to use the app, but they don't communicate why someone should want to use it.

High-converting selections:

• Screenshot 1: Primary value proposition in action
• Screenshot 2: Core use case showing clear benefit
• Screenshot 3: Outcome or result achieved

This sequence answers "what does this do?" and "why should I care?" within three images.

The First Screenshot: Primary Value Proposition

Your first screenshot carries disproportionate weight. It appears in search results alongside your icon and determines whether users tap through to your full product page.

What to Show

The moment that best represents your core function and primary benefit.

For a task manager:

• Poor choice: Empty inbox with "Add your first task" prompt
• Good choice: Organized task list showing real work items with a "3 tasks completed today" success indicator

For a fitness app:

• Poor choice: Onboarding screen asking for goals
• Good choice: Completed workout summary showing "425 calories burned, 30-min HIIT"

For a budgeting app:

• Poor choice: Account connection screen
• Good choice: Monthly budget overview showing "You saved $487 this month"

The pattern: show the app delivering value, not requesting input.

The Value Proposition Test

Your first screenshot should answer three questions instantly:

1. What category is this app in?
2. What specific problem does it solve?
3. What outcome do I get?

If users can't answer these in 3 seconds, choose a different moment.

Screenshot 2: Core Use Case in Action

The second screenshot should demonstrate how the app works in practice.

This is where you show the primary workflow or feature in use:

Task manager: Show how tasks are organized—by project, priority, or timeline

Fitness app: Show an active workout session with exercise instructions and timer

Budgeting app: Show spending categorization and how transactions are tracked

The goal: Bridge the gap between "what it does" (Screenshot 1) and "how it works" (Screenshot 2).

Showing Context, Not Just UI

Screenshots showing interfaces in isolation don't convert as well as screenshots showing interfaces in context.

Low context: Calendar interface showing empty week view

High context: Calendar showing week with scheduled meetings, color-coded by project, with notification "Meeting with Sarah in 15 min"

Context makes the feature real and relatable.

Screenshot 3: Outcome or Transformation

The third screenshot should show results.

What does success look like after using your app?

Productivity app: Dashboard showing productivity streak, tasks completed over time, goals achieved

Language learning app: Progress chart showing vocabulary growth, streak counter, fluency level achieved

Finance app: Savings growth chart, debt payoff progress, or investment portfolio gains

Outcome screenshots answer "what's in it for me?" with concrete evidence.

Screenshots 4-10: Depth, Objections, and Segments

Once you've established core value in the first three screenshots, use 4-10 to:

1. Show Feature Depth

Users who scroll past Screenshot 3 want to confirm your app has the capabilities they need.

What to show:

• Secondary features that support the core workflow
• Integration capabilities (works with Google Calendar, Slack, etc.)
• Customization options (themes, settings, preferences)
• Advanced functionality for power users

2. Address Common Objections

If users frequently ask "can it do X?" in reviews, show X in screenshots 4-10.

Common objections by category:

Productivity apps: "Does it work offline?" → Show offline mode Fitness apps: "Are there beginner workouts?" → Show beginner program Finance apps: "Is my data secure?" → Show security features or bank-level encryption callout

3. Target Different User Segments

If your app serves multiple use cases or audiences, use later screenshots to show alternate workflows.

Project management app:

• Screenshot 4: Team collaboration view
• Screenshot 5: Solo freelancer dashboard
• Screenshot 6: Agency client management

This ensures different user types see themselves represented.

Feature Selection Framework

When deciding which features to screenshot, use this prioritization:

Tier 1: Must-Show Features (Screenshots 1-3)

Primary function: The core thing your app does Most-used feature: What users spend 80% of their time doing Key differentiator: The capability that sets you apart from competitors

Tier 2: Supporting Features (Screenshots 4-6)

High-frequency secondary features: Tools users need regularly Integration capabilities: Connections with popular services Customization options: How users personalize the experience

Tier 3: Depth Signals (Screenshots 7-10)

Advanced capabilities: Features that show sophisticated functionality Unique elements: Unusual or innovative features Social proof: Community, reviews, or user-generated content features

Category-Specific Selection Strategies

Different app categories have different screenshot priorities:

Productivity Apps

Priority moments:

1. Task completion or progress visualization
2. Organization system (how tasks/projects are structured)
3. Collaboration or sharing capabilities
4. Cross-platform sync
5. Advanced features (automation, integrations)

Social Apps

Priority moments:

1. Active social interaction (messages, comments, reactions)
2. Content creation interface
3. Personalized feed or discovery
4. Profile or identity expression
5. Community or network growth

E-commerce Apps

Priority moments:

1. Product discovery (browsing, search, recommendations)
2. Product detail and reviews
3. Checkout or purchase flow
4. Order tracking and delivery
5. Personalization or saved favorites

Fitness/Health Apps

Priority moments:

1. Workout in progress or health data tracking
2. Progress over time (charts, achievements)
3. Personalized plans or recommendations
4. Social motivation or community
5. Integration with devices or platforms

Finance Apps

Priority moments:

1. Financial overview or dashboard
2. Spending insights or categorization
3. Goals or savings progress
4. Investment performance (if applicable)
5. Security features or bank connections

What Not to Screenshot

Certain screens consistently underperform in conversion:

Login and Onboarding Screens

Why they fail: They don't show value, just barriers to entry

When they work: Never as Screenshot 1. Occasionally useful in later slots if your onboarding is uniquely streamlined or innovative.

Empty States

Why they fail: They show potential, not actual value

Alternative: Use populated examples showing realistic, relatable content

Settings or Configuration Screens

Why they fail: They show complexity without benefit

When they work: If customization is a key differentiator and you can frame it as a benefit ("Make it yours with themes, shortcuts, and custom workflows")

Error States or Edge Cases

Why they fail: They introduce doubt about reliability

Exceptions: None. Never screenshot error states.

Validating Your Screenshot Selection

Before finalizing screenshots, test your selections:

Internal Validation

5-second test: Show your screenshots to team members unfamiliar with the app for 5 seconds. Can they explain:

• What the app does?
• Who it's for?
• Why someone would want it?

If not, your selection isn't clear enough.

User Research Validation

Preference testing: Show target users 2-3 different screenshot sets and ask which best communicates value

Comprehension testing: Show screenshots and ask users to describe what they think the app does

Conversion testing: Track which screenshot sets drive higher install rates in A/B tests

Competitive Validation

Differentiation check: Screenshot your app alongside top 5 competitors. Do your screenshots show unique value or do they blend in?

If your screenshots look similar to competitors, you're missing differentiation opportunities.

Selection for Different Traffic Sources

Consider customizing screenshot selection for different acquisition channels:

Organic Search Traffic

Users have high intent and specific needs. Show:

• Exact feature they searched for in Screenshot 1
• Depth of functionality to confirm capability
• Outcome or results to justify download

Browse Traffic

Users are exploring with lower intent. Show:

• Broad value proposition
• Visual appeal and polish
• Social proof to build trust

Paid Campaign Traffic

Users clicked a specific ad message. Show:

• Exact feature or benefit mentioned in ad
• Message match between ad and screenshots
• Clear path to the promised outcome

Apple's Custom Product Pages let you show different screenshots to different audiences, optimizing message match.

The Continuous Selection Process

Screenshot selection isn't a one-time decision:

Quarterly reviews: Evaluate whether selected features still represent highest-value moments

Feature launch updates: When adding significant new capabilities, reassess whether they should displace current screenshots

Competitive response: When competitors change positioning, consider whether your screenshots still differentiate effectively

Performance analysis: If conversion declines, screenshot selection is often the cause

Top apps update screenshots 2-4 times per year on iOS and 4-8 times per year on Google Play to maintain relevance and test new selections.

FAQs

What should the first screenshot show?

The first screenshot should show your primary value proposition—the main benefit or outcome users get from your app. Avoid login screens, onboarding flows, or generic UI. Show the moment that best represents why someone would want your app.

Should I show features or benefits in screenshots?

Show features in the context of benefits. Instead of isolated UI elements, show the feature being used to solve a real problem or deliver a specific outcome. Context makes features meaningful.

How do I choose which features to screenshot?

Prioritize based on usage frequency, differentiation from competitors, and conversion research. Your most-used features and unique capabilities should appear in the first 5 screenshots.

Should screenshots show the actual app or designed mockups?

Most high-converting screenshots are designed mockups that show real UI with enhanced clarity—text overlays explaining benefits, highlighting key elements, or showing context around the interface. Pure screenshots without design work rarely convert as well.

How often should I change which features I screenshot?

Review quarterly and update 2-4 times per year. Change when launching significant new features, when conversion declines, or when competitive positioning shifts require new differentiation.

Should different markets see different screenshots?

Yes, when cultural or use case differences exist. Localization should extend beyond translation to showing relevant contexts and use cases for each market.

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The moments you choose to screenshot matter more than how beautifully you design them. Choose strategically, validate with users, and iterate based on conversion data.