Screenshots on the App Store: how to choose them?

Screenshots have always been an important part of the purchasing process on the App Store. It is the only way for the App shopper to get an idea of what the app look like.

If you are familiar with reading patterns, you know that the average shopper will surf very quickly through your screenshots (15 seconds is the average time spent). In that case, what's critical is to get the shopper to stop by. Therefore catching his/her attention must be your only obsession.

If the shopper doesn't stop by, it's not a good screenshot

Also if you have updated your iPad to ios 6 (meaning you have at least an iPad 2), you also noticed that on the App Store screenshots now come first, making it more important to put up the best you have, especially the two first screenshots which will make a difference.

On iPad 1:

Text first, screenshots second with an iPad 1

And now on iPad 2 or above

The first 2 screenshots come first on ios 6

I have also noticed some app developers have put concept pictures instead of their real app screenshots which is something I don't recommend. The shopper is visiting your App Store site to get an idea of what your app is about, if he/she was looking for concept pictures, there's all he/she needs on the net. If the picture you put up is not about your app, forget it.

Instead focus either on real app screenshots OR contextual picture of your app i.e the user using your app in a particular situation (remember the umbrella principle). 

In either case, I recommend one important thing: tell a story! Tell what is happening when you use your app, it's the best way to attract their attention.

Your screenshots should tell a story

A user case scenario is a good way to tell a story. Here's what we have picked up:

1) Screenshot 1: Welcome screen

2) Screenshot 2: Setting up a meeting

3) Screenshot 3: Meeting notes being taken

4) Screenshot 4: A finalized meeting Report

5) Screenshot 5: The email ready to be sent with the attached meeting report

You can also add a few comments on your screenshots to help the user better understand what the screenshot is about (features and such).

Finally don't forget to update your screenshots when you have a new version available.