Screenshot Copy ASO Best Practices

June 6, 2020

Screenshot Copy ASO Best Practices

Do you want your app screenshots to stand out? Do you want to engage with users from the very first image and get them to install your app?

A picture may say a thousand words, but sometimes it takes a little more to truly reach users. If you want to convey the value and functionality of your app from the very first impression, screenshot copy can help.

Screenshot Copy

Screenshot copy, sometimes referred to as callout text, is additional text added on to screenshots in the App Store and Google Play Store. This provides contextual information about the app.

When users find an app in search results, the creative set will be one of the first things they see. If the app doesn’t have a video, or if the creatives are in portrait mode, they’ll see the screenshots.

Users only spend a few seconds looking at an app listing, so making a strong first impression is vital.

Screenshot copy

When presented on their own, screenshots show users what the app looks like. That does not always make it clear what features are on display. Using screenshot copy can add so much more, including:

  • Describing the features
  • Highlighting awards
  • Calling out use cases
  • Presenting value propositions

Using copy well can engage with users, providing a boost to your CTR and conversions. If you don’t use copy, your screenshot will have to stand on its own, with no context or values to boost it.

That being the case, what are the best ways to use screenshot copy?

Best Practices

The goal of screenshot copy is to quickly convey information about the app and convert users. To succeed at this, there are some important best practices to follow.

Present a Value Proposition

Why should users download your app? Your screenshot copy must answer that question.

Include a value proposition in the screenshot copy. What does your app do? What is a key feature? How can users benefit from downloading it? Use the copy to explain this and users will be more likely to convert.

Screenshot Copy

The TomTom GPS Navigation app presents a value proposition at the top of the screen. The text is large and underlined, while additional text underneath the core copy adds additional information.

Short and Direct

The saying “brevity is the soul of wit” is especially true for app listings. Users will glance through a page or scroll through screenshots quickly, so you need to be brief and clear.

Convey your message in just a few words. Users will see it, understand it, and move on to the next screenshot.

Screenshot Copy

Hulu’s Google Play screenshots present their copy as a core focus. The value proposition is stated in four words, emphasizing “largest” with green text and including “streaming” and “TV” keywords.

Be Engaging

Your screenshots should catch the user’s eye quickly, and the same goes for your copy. Use bold fonts that quickly draw attention and use the copy to show users why they need your app.

Screenshot Copy

Elemental Dungeon Online uses a large, stylized font that brings attention to the copy.

Include Keywords

While screenshot copy isn’t used for keyword indexation, including keywords is still important for conversion. If users see the term they’re searching for in your screenshots, that instantly connects your app to their query.

By showing users how your app relates to their searches, you can increase the chances of them converting. This helps build relevance for those keywords, which is beneficial for your positioning.

Screenshot Copy

The Dog Scanner app calls out the core feature at the top of its screenshot, focusing on dog breeds and dog identification. Additional screenshots delve into the features, focusing on dog-related keywords.

Test & Iterate

A/B testing is a key strategy for ensuring your screenshots are optimized. You can test variants of screenshot copy to determine what performs best.

In addition to testing screenshot order and composition, you can test variants of the same screenshot with different copy. Use this to test value propositions, font choice, keywords emphasized and so on to see what provides the most conversions.


Screenshot copy is an efficient way to engage with users from the moment they see your app. Including eye-catching text, value propositions and keywords in your copy can help explain your app to users and improve conversions.

After testing and launching screenshots updated with copy, you’ll be able to see why it’s an important part of App Store Optimization.

Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.