Graphic ASO is trickier than text ASO. It seems like you should be a little bit a designer to make it work. So let’s discuss how to optimize graphic elements in detail. How well do they mirror the app idea? Are they well adjusted to the selected locale? We’ll tell you what steps can help you make sure your graphic ASO is of high quality.
Where should I start with the graphic ASO?
If text ASO helps users find your app in App Store and on Google Play, then graphic ASO helps evoke interest in the product so that users proceed to the app page and install it if everything’s okay. To increase your success, you may want to polish graphic ASO as users will notice and understand your icon and find the details they need in the screenshots and videos.
You need to understand the idea, value and strengths of your product. Then you should study the app audience, make a user profile, and understand their preferences and needs. And, of course, you should track your competitors.
Working with graphics may affect not only design and ASO. This is about marketing, psychology, analytics, and culture of your target audience.
The comparative analysis will help you to get insights on how you can stand out and what errors you need to fix in the first place.
Once you’ve performed a quality analysis, you may want to define the general concept and design of the major graphic elements like icons, screenshots, and video. At this stage, both ASO experts and designers should be encouraged by the same thought: you have 7 seconds to sell the app while the user is processing information.
❗️Google Play requirements for graphic elements and content.
Icon
There’s a reason why we’re starting with the icon. Its purpose is to mirror the app idea and attract attention right on the spot. Please note that it often is the crucial graphic element that affects the user’s willingness to look through the app page.
A dull icon will bring poor conversion even with lots of Impressions.
You can work on icons differently depending on the app type: if you have a large recognizable brand, then you can use the logo and brand components as the basis. Games provide a bigger ground for bold decisions; still, make sure you don’t overdo it as the idea is still important.
It’s crucial to pay attention to the locale and season as well. Each country has its own cultural features and holidays, which can be costly to ignore as you may lose users, conversions, and keyword stats.
👉More about how to improve graphic ASO during localization. Click to read.
Play your cards right when it comes to the icon. Once you’ve made it, proceed to test new options frequently by changing the color, logo, or everything at once as tests will show user response and, accordingly, how well your graphic ASO is.
Google Play and App Store screenshots
Screenshots play an equally important part in this entire chain as they may ‘convince’ users to click the install button. Everyone tests screenshots much more often and with the same common mistakes:
- they use tiny unreadable text in screenshots;
- they take the word ‘screenshot’ literally;
- they fail to optimize the format for various devices;
- screenshots do not reflect the app idea;
- they ignore how competitor screenshots look.
In the App Store, you can upload up to ten screenshots for each screen resolution, and you can add up to eight screenshots on Google Play.
Look at competitors in the Popular section or in your app category. Maybe the majority of them are quite similar and do the same thing. Thanks to this, you can stand out. For example, you can make a panoramic image out of your screenshots or add a gradient instead of a single color. Just experiment by keeping an eye on competitor apps.
Please keep in mind that users can access your app page with different models of smartphones or tablets. Note that you’ll need to optimize screenshots for different formats.
Videos
A video is what’s shown first in the screenshot gallery. Sometimes videos may replace all 3 screenshots (App Store). Maybe you don’t need it, but a tutorial, an impressive teaser, or gameplay would be a great solution if your app has complex functionality or is a game.
Once you’ve uploaded the video, you can select the cover type. In App Store, only a video clip is possible. But on Google Play, you can upload a Future Graphic (description image). You may want to develop its design as consciously as the entire graphic ASO. Keep in mind that FG turns into the most visible element on the app page and has a strong effect on conversion to installs.
In addition, the description image has an effect on conversion to installs because:
● It appears in game collections and on other Google Play pages.
● It is a snippet image of a link to the app;
● It can be used as an image for automatic ads in Google Ads.
ASO audit and A/B testing
ASO audit or A/B testing may help find out what your app lacks and how else you can stand out.
👉 We wrote a big article about ASO audits. Click to read it.
In short, the ASO audit gives professional expertise of the graphics as well. Many find it difficult to analyze the quality of their visual elements by themselves. So they need the recommendations of pros. Especially then ASO specialists along with graphic ASO analyze text ASO, rating, reviews, and other data.
From ASO audits you can get ideas for A/B testing. It’s still the best way to find a design that works.
Head of ASO at Checkaso.
«The icon and other graphic elements need to be tested frequently as there is no limit to perfection. It’s important that you perform a test with sufficient settings to obtain statistically significant data. To calculate it, you can use various tools. Make sure you assess the test results carefully – sometimes experts mistakenly accept those that show an increase of 2% to 3% although that may be a standard margin of error».
Test methods: third-party services for ASO analytics or in-house services (Google Play), Search Ads, and direct testing with relevant charts in App Store.
Free ASO kit for an icon and screenshots
You might think, how to take screenshots for app store? We know how painful work on graphic ASO could be. So we’ve created an ASO kit with templates to help you. Easily adapt your graphics to different devices. Just pick the right mockup, open it in Adobe Photoshop, customize and upload to the App Store Connect or Google Play Console.
👉 Click to get our ASO kit for an icon and screenshots.
Checklist
General and compulsory rules to comply when optimizing graphic elements.
- Graphic ASO is what stands out among competitors.
- Users should grasp immediately what your app is about.
- Screenshot texts should be clear and easy to read.
- All graphic elements should be designed with a single concept.
- Interface items and gameplay (for games) should be displayed clearly.
- Make a comparative analysis and ASO audits to get insights.
- Experience your visual ideas through A/B testing.
- Use tools like ASO kit to save your time and make it easier.
P.S.
We hope the article was helpful. If there are questions left, drop us a line. We are waiting for your feedback at [email protected]. Good luck!
