Plan and write copy for App Store screenshots that maximize tap-to-install conversion. Use when the user says 'App Store screenshots', 'screenshot copy', 'screenshot order', 'marketing screenshots'.
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---
name: "design-screenshots"
description: "Plan and write copy for App Store screenshots that maximize tap-to-install conversion. Use when the user says 'App Store screenshots', 'screenshot copy', 'screenshot order', 'marketing screenshots'."
---
# Design Screenshots
First 3 screenshots = 80% of conversion work (above-fold). iOS CVR 33.4% avg vs Android 27.7%. Apps updating screenshots: +6% download lift (AppTweak 2026).
## Apple specs
- 6.5"/6.9" iPhone (required min) + 13" iPad (if iPad supported)
- Up to 10 per device family, JPEG or PNG, RGB
- Caption text indexed since mid-2025 (use real keywords)
## 10-shot framework
1. **Hook** — single most important value prop, big benefit headline
2. **Wedge** — "why us, why now" differentiator (one thing competitors don't have)
3. **Feature 1** — core feature in action with caption
4. **Feature 2** — second-most-loved feature, ideally aha moment
5. **Social proof** — "47K logs this week" / press logos / star rating / testimonial
6. **Feature 3** — power feature for the engaged scroller
7. **Before/After** — strongest converter for visual transformations (photo, fitness, finance)
8. **Companion** — Apple Watch / Widget / Lock Screen / Live Activity (signals "real app")
9. **Result/Lifestyle** — aspirational image of user's life after using
10. **CTA / Pricing transparency** — "Free + Pro $4.99/mo" pre-empts paywall objection
## 2026 design rules
- Lead with **benefit headlines, not feature names** ("See your calories in 3 seconds" not "Photo Recognition")
- Real UI > faked illustration (users skeptical of marketing fluff)
- Portrait orientation default (6.7" iPhone Pro Max)
- Dark mode + light mode if app supports both
- Caption text uses real keywords (now indexed)
## Copy rules
- 8 words or fewer per caption
- Verb-first ("Track your runs" beats "Your run tracker")
- No "the best" / "#1" / "fastest" — Apple rejects 2.3.1
- Sentence case
- Localize for FIGS+J at minimum
## Tools
- **Free**: Figma + iPhone frame templates
- **Paid**: Screenshot Designer ($29 one-time), Previewed, AppMockUp Studio
- **Automated**: `fastlane snapshot` for localized screenshots across devices in parallel sims
## A/B testing
Use **Custom Product Pages** (70 max in 2026). +5.9% CVR vs default, +8.6% paired with Search Ads.
## Reference
`references/04-discovery-listing.md`
