Feature Graphic / Preview Assets (ASO)
Preview assets — screenshots and app preview videos — are the visual elements that appear in search results and product pages, directly affecting the conversion rate from impression to install.
The first one or two screenshots (or the preview video, if present) are visible in search results without the user tapping to see the full product page. These are the most conversion-critical assets in the store — users decide whether to tap or scroll past largely on the basis of these thumbnails.
Screenshot best practice for search results: treat the first screenshot as a headline. Show the app's most compelling value proposition in large text, not just a generic UI screenshot. 'Track habits in 30 seconds' over a relevant UI is more effective than the UI alone.
Preview videos autoplay without sound in search results. The first 2-3 seconds are the effective conversion window — most users don't watch more than that before deciding. The first frame and first few seconds should function as a standalone visual pitch.
Frequently asked questions
- Should I use a preview video if I have one?
- Generally yes, with caveats. A well-made video that shows the app's core value in action improves conversion. A poorly-made or generic video can lower conversion compared to strong static screenshots. Test both with Product Page Optimization before committing.
Related terms
- ASO A/B TestingASO A/B testing (also called product page optimization) is the practice of testing alternative versions of app store creative elements — icons, screenshots, descriptions — to improve conversion from search impression to install.
- App Store Optimization (ASO)App Store Optimization is the process of improving an app's visibility in App Store search results and its conversion rate from search impressions to installs.
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Put this into practice
Score App Store keywords by popularity and difficulty across 109 storefronts — the numbers behind feature graphic / preview assets (aso).
Start keyword research