ASO Cheat Sheet · AppFillip 2026
ASO Screenshot
Formula
The 6-Frame Breakdown That Lifts App Store CVR by up to 28%
Your screenshots are your #1 conversion asset. Most apps waste 4 of 6 frames. This cheat sheet shows exactly what each frame must do — with a live 24-point checklist to score your own listing.
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70%
of install decisions made from screenshots alone
28%
avg CVR lift from optimised screenshots
3 sec
average time user spends on your listing
6
frames — each with a specific job to do
The rule: Frames 1–2 must convert on their own. Frames 3–6 close the sceptic. Every frame needs a headline, a visual, and a single benefit.
✓ One benefit per frame
✗ No feature dumps
📐 Portrait 9:19.5 ratio
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Your Live Screenshot Score
1
CVR impact of Frame 1 alone↑ up to 40%
✓
Headline 5 words max — your biggest benefit✓
Hero UI showing core feature in action✗
App name as the headline✗
Multiple features in one frameFrame 1 Checklist
Headline is 5 words or fewer and communicates the core value alone
Hero UI shows core feature actively in use — not empty or onboarding
Background stands out in search results at thumbnail size (120px test)
Frame communicates what the app does with zero additional context
2
Frames 1+2 visible in searchMost critical pair
✓
Show the outcome the user gets, not the feature✓
Complementary colour to Frame 1 — same family✗
Switching topics — Frame 2 must support Frame 1✗
Generic “Easy to use” or “Save time” headlinesFrame 2 Checklist
Frame 2 amplifies Frame 1 — does not introduce a new unrelated topic
Headline focuses on the outcome the user gets, not the feature name
Background is complementary to Frame 1 — same family, different shade
No generic phrases: Easy to use, Save time, All in one place
3
Conversion drop-off after Frame 360% stop here
✓
Real app UI — actual screen users will see✓
Specific headline: Track every meal in 10 seconds✗
Stock photos or illustrations instead of real UI✗
Blank or sparse empty state screensFrame 3 Checklist
Shows actual app UI — the real screen users see after installing
Headline is specific and concrete, not generic
Screen shows a populated active state — not empty placeholder UI
Callout annotations used on complex UI to direct the eye
4
Social proof frame CVR boost↑ avg +14%
✓
Real review quote (8–12 words) with star rating✓
Specific user count: Trusted by 500,000 runners✗
Generic Join millions with no specific number✗
Fake or unverifiable testimonialsFrame 4 Checklist
Real user review quote (8-12 words) with star rating shown visually
User count is specific — 500,000 runners not millions of users
Press logo, App Store Feature badge, or award badge if applicable
All proof claims are real and verifiable — no fabricated testimonials
5
Objection frame CVR impact↑ avg +9%
✓
Address your category top objection head-on✓
Security badge if health, finance, or medical✗
Repeating a benefit already shown in Frames 1-4✗
Vague reassurances with no specific proofFrame 5 Checklist
Addresses your category top objection head-on (safety, complexity, cancellation)
Security or privacy badge shown if health, finance, or medical category
Cancel anytime, Free forever, or No card required shown if relevant
Does not repeat any benefit already covered in Frames 1-4
6
Strong close frame boost↑ avg +7%
✓
Restate the transformation: Start your streak today✓
Trial or offer callout: Free 14-day trial, no card✗
Introducing a new feature — too late for discovery✗
Filler or decorative screenshot with no messageFrame 6 Checklist
Restates core transformation in one action line — Start your streak today
Trial or offer callout included if applicable — Free 14-day trial
Visual shows a success or celebration state — peak UI experience
No new features introduced — Frame 6 closes, it does not discover
Universal Rules
Screenshot RulesEvery App Must Follow
📐 Ratio
Portrait: 9:19.5 (iPhone 14 Pro). Design at 1290x2796px then scale. Never landscape unless your app is landscape-native.
1290 x 2796px
🔤 Typography
Headline: min 60px at full size, bold, high contrast, max 7 words. Never use thin or light weight fonts on screenshots.
60px+ headline min
🎨 Colour
Consistent background palette across all 6 frames. Alternating light/dark keeps visual rhythm. Always test at thumbnail size — 120px wide.
Test at 120px wide
🧪 A/B Testing
Run A/B test on Frame 1 headline first — biggest single impact. Change only one element per test. Minimum 1,000 impressions before reading results.
1,000 impressions min
