# How to design store screenshots that convert

> Store screenshots convert when the first three frames, the ones shown in search results, each show the real app doing one job with a short benefit caption, follow both stores' rules (the app in use, no ranking or price claims), and are exported at the exact sizes each store accepts.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/design-app-store-screenshots

## Why do the first three screenshots decide so much?

Because they are the only ones most people see before deciding. Apple's product page guidance says that, depending on orientation, **the first one to three screenshots appear in search results** when no app preview is available. Google Play's guidance asks you to **prioritise UI in the first three screenshots**. Someone scanning a results list compares your first frames with the apps above and below you, so those frames have to stand on their own.

The "3-frame rule" this guide uses: **each of the first three frames shows one real screen doing one job, with one short caption that names the benefit.** Frames 4 to 10 (App Store) or 4 to 8 (Google Play) can go deeper.

## What must every screenshot follow?

| Rule | App Store | Google Play |
|---|---|---|
| Show the real app | 2.3.3: the app in use, not only title art, login or splash | Must show the actual in-app or in-game experience |
| Text overlays | Allowed | Allowed if needed; taglines at most 20% of the image |
| Ranking or award claims | Avoid unverifiable claims (2.3.7, 2.3.14 for creative assets) | Not allowed: "#1", "Best", "Top", "Popular", award icons |
| Price or discount | Not in screenshots (2.3.7) | Not allowed: "10% off", "Sale", "Free for a limited time" |
| Calls to action | No specific rule | Avoid "Download now", "Install now", "Play now" |
| Other platforms | No other mobile platforms' names, icons or imagery (2.3.10) | No other stores' badges or icons |
| Audience | Suitable for 4+ even if the app is rated higher (2.3.8) | Suitable for a general audience |
| Hands and devices | No specific rule | Avoid fingers tapping devices and device imagery |

Following the stricter column on both stores keeps one design usable everywhere. The rules in detail: [App Store metadata rejections](https://uptika.app/en/guides/app-store-metadata-rejections) and [Google Play metadata policy](https://uptika.app/en/guides/google-play-metadata-policy).

## How do I plan the set before designing?

Write the set as a list of sentences first. Each line is one frame: the screen, then the caption.

1. **Frame 1, the promise:** the screen that delivers your main result. Caption: the outcome in four to six words.
2. **Frame 2, how it works:** the core action in progress. Caption: what the user does.
3. **Frame 3, the differentiator:** the feature rivals lack, or the proof (history, results, personalization). Caption: why this app.
4. **Frames 4 to 6:** secondary features, one per frame.
5. **Last frames:** trust and breadth: settings, sync, widgets, accessibility, languages.

A worked example for an invented budgeting app:

| Frame | Screen | Caption |
|---|---|---|
| 1 | Month overview with spending by category | See where your money goes |
| 2 | Adding an expense with the camera | Log a receipt in two taps |
| 3 | Savings goal with progress | Set goals you actually reach |
| 4 | Shared budget with a partner | Plan money together |
| 5 | Widget on the Home Screen | Your balance at a glance |

The captions describe outcomes. None of them claims rank, price or superiority.

## Which caption formulas work?

Short, concrete and readable at thumbnail size. Formulas that fit both stores' rules:

- **Verb + result:** "Track every workout", "Plan your week in minutes".
- **Result + condition:** "Learn words offline", "Edit photos without ads" (only if true).
- **Number from the app itself:** "100 recipes under 20 minutes" (only if the app really has them).
- **Question the user has:** "What did I spend this month?"

Keep captions to one line where possible, use a large type size, and keep the same position on every frame so the eye does not hunt. Localize them for every language you support; Google Play says in-app UI does not have to be localized per market, but overlays should be.

## How do I set this up in Figma?

1. **Frames at accepted sizes.** For iPhone, one frame at 1320×2868 (6.9-inch class) and one at 1206×2622 (medium Dynamic Island class). For iPad, 2064×2752. For Google Play phones, 1080×1920. Full tables: [App Store sizes](https://uptika.app/en/guides/app-store-screenshot-sizes) and [Google Play sizes](https://uptika.app/en/guides/google-play-screenshot-sizes).
2. **A caption component** with fixed position, size and line length, plus a text style per language.
3. **A screen area** where you place real captures from the app. Keep the status bar clean: Google Play asks for full battery, Wi-Fi and signal icons and no notifications.
4. **One page per language.** Duplicate the page and swap only caption text and captures.
5. **Export** each frame as PNG at 1x. Check that no frame has transparency; both stores reject alpha.

## How do I know if a set is better?

Test, do not guess. On the App Store, [product page optimization](https://uptika.app/en/guides/product-page-optimization) tests up to three alternate screenshot sets against the original for up to 90 days. On Google Play, store listing experiments test up to two variants. Change one thing per test, for example only the first frame, so you know what caused the result. Results need traffic: a page with few daily visitors may not reach a clear answer within the test window.

## Common mistakes

- **Frame 1 is a logo or splash.** It wastes the most-seen slot and conflicts with 2.3.3.
- **Too much text.** Small, dense captions are unreadable in search results.
- **Inconsistent caption position.** The set looks like a collage instead of a story.
- **Claims you cannot verify.** "Best", "#1" or award badges are banned on Google Play and risky on the App Store.
- **Prices in images.** Prices differ by country and change; both stores keep them out of screenshots.
- **Old UI.** Screenshots that show an older design than the current version disappoint people after install.
- **Forgetting dark mode.** Apple suggests at least one screenshot showing the dark experience if your app supports it.

## How can I compare my frames with rivals?

The Uptika Search mirror shows your search result card, with your first three screenshots, next to the apps ranked above you for a keyword you track, so you see the comparison a searcher sees. The Rival log records the day a competitor changes its screenshots or icon. Without signing in, [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads any public listing and counts its screenshots and previews. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

For the new header and search artwork that sits beside screenshots on iOS 27, see [New App Store creative assets](https://uptika.app/en/guides/app-store-header-and-search-assets).

## Questions

### How do I make App Store screenshots?

Capture real screens from the app, place them on frames at the exact accepted size (for example 1320×2868 and 1206×2622 for iPhone, 2064×2752 for iPad), add one short benefit caption per frame, export as PNG or JPEG without transparency, and upload them in App Store Connect under Product Page Information > App Previews and Screenshots.

### How do I make App Store screenshots in Figma?

Create one frame per accepted size, for example 1320×2868 and 1206×2622 px, build a component for the caption and device area, place real app captures inside, and export each frame as PNG at 1x. Duplicate the page per language so captions can be localized without touching layout.

### What are the App Store screenshot guidelines?

Guideline 2.3.3 says screenshots should show the app in use, not just title art, a login page or a splash screen; overlays are allowed. 2.3.7 bars prices and irrelevant terms in metadata, 2.3.8 requires imagery suitable for 4+, and 2.3.10 bars other mobile platforms' names, icons or imagery.

### Which screenshots matter most?

The first ones. On the App Store, the first one to three screenshots appear in search results when there is no app preview, depending on orientation. Google Play asks you to prioritise the UI in the first three screenshots.

### Can I use text on screenshots?

Yes, on both stores. Apple allows text and image overlays. Google Play recommends taglines only when needed, taking no more than 20% of the image, and bans ranking, price and call-to-action wording.

## Sources

- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Screenshot specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/screenshot-specifications)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

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Uptika is an ASO and store-intelligence tool for the App Store and Google Play. https://uptika.app/en