PressPlay supports A/B testing for all major Google Play Store listing elements. Each asset type has specific requirements and can be optimized through different methods - some support AI generation, while others require manual uploads.
Asset TypeCodeAI GenerationManual UploadAutomated Testing | ||||
App Icon | IC | ✓ | ✓ | - |
Feature Graphic | FG | ✓ | ✓ | - |
Short Description | SD | ✓ | ✓ | - |
Long Description | LD | ✓ | ✓ | - |
Screenshots | SS | - | ✓ | ✓ (Order) |
Promo Video | PV | - | ✓ | - |
Multi-Asset | MULTI_ASSET | - | ✓ | - |
Each asset type serves a different purpose in your store listing and influences user decisions at different stages:
Icons (IC): First impression in search results and browse sections
Feature Graphics (FG): Hero image at the top of your full store listing
Short Descriptions (SD): Brief promotional text in search results and listing preview
Long Descriptions (LD): Full app description explaining features and benefits
Screenshots (SS): Visual showcase of your app's features and interface
Promo Videos (PV): 30-second auto-play video preview of your app
Multi-Asset (MULTI_ASSET): Combined test of multiple asset types simultaneously
Your app icon is the square image that represents your app throughout Google Play. It appears in search results, category browsing, recommendation carousels, and after installation on users' devices.
Dimensions: 512px × 512px
Format: PNG or JPEG
File Size: Maximum 1MB
Shape: Square (Google Play applies its own masking)
Content: No transparency required (will be masked to circle/rounded square)
Icons are the single most visible element of your store listing. A strong icon can:
Increase click-through rate from search results by 20-50%
Improve brand recognition and memorability
Differentiate your app from competitors
Communicate app purpose at a glance
Visual Style: Flat vs. dimensional, minimalist vs. detailed
Color Palette: Different color schemes and contrast levels
Symbol vs. Text: Icon-based vs. letter/word-based designs
Complexity: Simple single-element vs. complex multi-element designs
Background: Solid colors vs. gradients vs. textured backgrounds
Test major visual changes, not minor tweaks
Ensure icons remain recognizable at small sizes
Consider how icons look against Play Store's white and dark backgrounds
Test one design variable at a time for clearer results
Run icon tests for at least 14 days due to high traffic requirements
The feature graphic is the large banner image at the top of your full store listing page. Users see it immediately after clicking through from search results or browsing, making it crucial for converting views to installs.
Dimensions: 1024px × 500px
Format: PNG or JPEG
File Size: Maximum 1MB
Aspect Ratio: 2.048:1
Content: Must not include rounded corners (Google Play adds them)
Feature graphics impact conversion at a critical moment - when users are deciding whether to read more or install. Effective feature graphics can:
Increase install conversion rate by 15-30%
Communicate key benefits and features quickly
Set expectations for app design and quality
Reinforce brand identity and professionalism
Messaging Focus: Feature highlights vs. benefit statements vs. social proof
Visual Composition: App screenshots vs. illustrations vs. lifestyle photography
Text Placement: Left-aligned vs. centered vs. right-aligned
Call-to-Action: Different CTAs or no CTA
Color Schemes: Brand colors vs. high-contrast attention-grabbing colors
Information Density: Simple single message vs. multiple feature callouts
Ensure text is readable at various screen sizes
Keep critical information away from edges (can be cropped on some devices)
Test messaging that complements your icon, not repeats it
Consider how the graphic looks with your app name and icon overlaid
Run tests for 10-14 days minimum for reliable results
The short description is an 80-character promotional text that appears in search results and at the top of your store listing before users expand the full description. It's your elevator pitch to potential users.
Length: Maximum 80 characters
Format: Plain text only (no formatting, links, or emoji)
Content: Must comply with Google Play content policies
Localization: Can be customized per locale
Short descriptions influence both search click-through and listing conversion. A compelling short description can:
Improve click-through rate from search by 10-25%
Clarify app value proposition immediately
Include keywords for improved search visibility
Set user expectations before installation
Opening Hook: Question vs. statement vs. statistic
Value Proposition: What users get vs. what problem it solves
Tone of Voice: Professional vs. casual vs. enthusiastic
Feature vs. Benefit: "Track workouts" vs. "Get fit faster"
Social Proof: User counts, ratings, awards
Keywords: Different keyword inclusions for ASO
Use all 80 characters - every word counts
Front-load the most important information
Test one messaging angle at a time
Consider both ASO keywords and conversion messaging
Run tests for 7-10 days minimum (text tests convert faster than visual)
The long description is the full app description visible on your store listing page. This is where you explain your app's features, benefits, and functionality in detail. Users see this when they scroll down on your listing page after viewing the feature graphic and short description.
Length: Maximum 4,000 characters
Format: Plain text only (Google Play renders it automatically - no HTML or special formatting)
Content: Must comply with Google Play content policies
Localization: Can be customized per locale/market
Keywords: Important for ASO - keywords in long description help search ranking
Long descriptions impact both search visibility and conversion rates. Effective long description testing can:
Improve ASO rankings: Keywords in long description help your app rank for relevant searches
Increase install conversion: Clear, compelling copy convinces users who read it
Set proper expectations: Accurate descriptions reduce negative reviews from unmet expectations
Highlight different features: Test which features resonate most with your audience
Optimize messaging approach: Test benefit-focused vs feature-focused copy
Opening Hook: First paragraph that captures attention and communicates core value
Feature Order: Which features to list first, second, third
Feature vs Benefit Focus: "Encrypted backups" vs "Your photos are safe forever"
Structure: Bullet lists vs paragraphs vs mixed format
Description Length: Comprehensive (3000+ chars) vs concise (1000 chars)
Social Proof Placement: Where to mention awards, ratings, download counts, testimonials
Keyword Density: Different approaches to integrating ASO keywords naturally
Call-to-Action: Different CTAs or no explicit CTA at the end
Tone of Voice: Professional vs casual vs enthusiastic
Front-load the most important information - many users only read the first 2-3 lines
Use natural language - don't stuff keywords awkwardly
Include all important keywords from your keyword strategy
Break up text into logical sections for scannability
Test major messaging changes, not minor wording tweaks
Consider both ASO keywords AND conversion-focused messaging
Run tests for 10-14 days minimum for reliable results
Use line breaks strategically (though Google Play reformats somewhat)
Long descriptions support AI generation in PressPlay. The AI can create multiple variants testing different:
Feature emphasis and ordering
Benefit-focused vs feature-focused approaches
Different opening hooks
Keyword integration strategies
Description length approaches
Important: PressPlay's AI ensures that keywords from your keyword strategy are integrated naturally throughout the long description (appearing 1-5 times organically).
Screenshots are the visual images that showcase your app's interface, features, and user experience. They appear prominently on your store listing and are among the most viewed elements by potential users.
Dimensions: Minimum 320px, maximum 3840px (shortest side)
Aspect Ratio: Between 16:9 and 9:16
Format: PNG or JPEG
File Size: Maximum 8MB per screenshot
Quantity: Minimum 2, maximum 8 screenshots
Device Types: Can specify different screenshots for phone, tablet, and Android TV
Screenshots are critical for conversion because users browse them to understand what your app does. Effective screenshot testing can:
Increase install conversion rate by 20-40%
Improve user understanding of app features
Set accurate expectations before installation
Reduce negative reviews from unmet expectations
PressPlay supports two distinct types of screenshot testing:
Test completely different screenshots (different designs, features shown, etc.)
Created using standard experiment creation process
Select "Screenshots" as the asset type
Upload different screenshot sets as variants
Test different arrangements of the same screenshots
Special workflow: Uses screenshot-order-experiments endpoint
Created as grouped experiments with linked internal_sso_id
Managed differently from standard IC/FG/SD experiments
See "Screenshot Order Experiments" article for details
Visual Style: Actual screenshots vs. annotated/captioned vs. lifestyle/contextual
Feature Focus: Which features to highlight in each screenshot
Text Captions: With or without text overlays explaining features
Screenshot Count: Using 2-3 vs. 6-8 screenshots
Information Density: Busy UI shots vs. focused single-feature shots
Social Proof: Including user testimonials or ratings in screenshots
Test major content differences, not minor caption tweaks
Ensure all screenshots meet Google Play requirements
Consider mobile-first viewing (most users view on phones)
Test one variable at a time (content OR order, not both)
Run tests for 10-14 days minimum
For order testing only, use the screenshot order experiments feature
Screenshot Order vs. Screenshot Content:
Testing different screenshot content uses standard SS experiments
Testing screenshot order/arrangement requires screenshot order experiments
These are separate workflows and cannot be mixed
Device-Specific Screenshots:
Google Play allows different screenshots for phone, tablet, and Android TV
Test each device type separately for best results
Phone screenshots have the highest impact (most users)
A promo video is a short video preview (maximum 30 seconds) that auto-plays on your store listing. It appears at the top of your listing page, often before screenshots in the media carousel. This is frequently the first dynamic content users see and can have a massive impact on conversion rates.
Duration: Maximum 30 seconds
Format: MP4 or MOV recommended
Resolution: Minimum 720p (1280x720), recommended 1080p (1920x1080)
Aspect Ratio: 16:9 landscape is standard
File Size: Maximum 100 MB
Frame Rate: 24-60 fps
Audio: Optional (many users watch without sound)
Localization: Can upload different videos per locale
Promo videos can dramatically impact conversion rates because they:
Auto-play attention: Movement captures attention immediately
Show functionality: Demonstrate how the app works better than static screenshots
Build trust: Professional videos signal quality and legitimacy
Communicate quickly: Convey complex features in seconds
Increase conversion: Can improve install rates by 25-50% when done well
Opening Hook: First 3 seconds are critical - test different attention-grabbing openings
Feature Focus: Which features to showcase and in what order
Video Style: Live action vs animation vs screen recording vs mixed
Pacing: Fast-paced with quick cuts vs slower, detailed walkthroughs
Text vs Voiceover: Text overlays vs voiceover narration vs silent with music
User Journey: Follow a user story vs feature highlights vs problem-solution format
Call-to-Action: Ending with CTA vs ending with logo vs ending on action
Tone: Professional vs fun/playful vs aspirational
Hook in 3 seconds: Users decide quickly whether to keep watching
Design for sound-off: Most users browse with sound off - use text overlays
Show, don't tell: Actual app footage is more convincing than abstract concepts
Keep it simple: 30 seconds is very short - focus on 2-3 key points maximum
Brand consistently: Video should match your icon and feature graphic style
Test major differences: Different concepts, not just minor edits
Consider localization: Different markets may respond to different styles
Run tests for 14-21 days: Video tests often need longer to reach significance
Note: Promo videos require manual upload. AI generation is not currently available for video content. You must create or commission your video content separately, then upload it through PressPlay's manual experiment creation workflow.
Multi-asset experiments allow you to test multiple asset types simultaneously in a single experiment. For example, you might test a new icon + feature graphic + screenshots combination all together as one cohesive variant.
Use multi-asset experiments when:
Coordinated redesign: You're launching a complete rebrand or visual refresh
Cohesive themes: Assets are designed to work together (e.g., themed around a specific feature or season)
Testing consistency: You want to test whether a unified visual style across assets performs better
Major app updates: New version launches that need updated visuals across all assets
Do NOT use multi-asset experiments when:
Isolating impact: You want to know which specific asset drives results
Incremental optimization: You're doing standard A/B testing to improve one element
Learning mode: You're still figuring out what works for each asset type
Multi-asset experiments can include any combination of:
Icons (IC)
Feature Graphics (FG)
Screenshots (SS)
Promo Videos (PV)
Note: Text assets (Short Description, Long Description) are typically not included in multi-asset experiments because they're tested independently for ASO purposes.
Use sparingly: Multi-asset tests make it impossible to isolate which change drove results
Test major themes: Use for big, coordinated changes, not minor tweaks
Ensure cohesion: All assets in the variant should work together visually and thematically
Run longer: Multi-asset tests often need 21+ days due to complexity
Document thoroughly: Note the theme/concept being tested for future reference
Follow up: If a multi-asset variant wins, consider testing its individual components
Note: Multi-asset experiments require manual upload of all assets. AI generation is not available for multi-asset experiments because they require coordinated design across multiple asset types.
Your app has low click-through rate from search
Competitors have more eye-catching icons
Your icon doesn't clearly communicate app purpose
You're in a visually competitive category
You have good search traffic but poor install conversion
Your current graphic is outdated or generic
You have strong features or benefits to communicate
You're launching new features worth highlighting
You want to test keyword variations for ASO
Your current description is unclear or generic
You're targeting a new user segment
You want quick results (text tests run faster)
You want to improve ASO rankings for specific keywords
Your current description doesn't clearly explain your app's value
You want to test feature-focused vs benefit-focused messaging
You need to test keyword integration strategies
You want results that combine SEO and conversion benefits
Users aren't understanding your app's value from current screenshots
Your screenshots are outdated or don't show key features
You want to test which features to emphasize visually
You're unsure of the optimal screenshot sequence
You have high traffic but low conversion from listing views
Your app's functionality is hard to explain with static images
You're in a competitive category where video stands out
You have video content available or budget to create it
Your current video is outdated or you don't have one yet
You want to maximize listing conversion rates (videos have huge impact)
You're launching a complete rebrand or major redesign
You have coordinated assets designed to work together as a theme
You're testing a seasonal promotion across multiple assets
You're launching a major app update that needs updated visuals everywhere
Important: Only test one asset type at a time (except when using MULTI_ASSET intentionally). Testing icons and feature graphics simultaneously in separate experiments makes it impossible to know which change drove results.
Recommended testing sequence for new apps:
Short Description - Fastest results, helps with both ASO and conversion
Long Description - Improves ASO rankings and sets proper expectations
Icons - Highest impact on search click-through rate
Screenshots - Strong impact on listing conversion
Feature Graphics - Fine-tune conversion after other elements are optimized
Promo Video - Final optimization for maximum conversion (requires video content)
For established apps with ongoing optimization:
Prioritize based on your current bottleneck (search visibility vs listing conversion)
Run one experiment at a time per asset type
Wait for conclusive results before starting the next test
Revisit winning variants periodically (what works changes over time)
Experiment Settings by Asset Type - Configure defaults for each asset
Creating Manual Experiments - Build experiments for specific assets
Screenshot Order Experiments - Test different screenshot arrangements
AI-Generated Experiments - Let AI create asset variants (IC, FG, SD, LD)
Manual Image Upload - Upload custom icons, feature graphics, and screenshots
Video Upload Guide - Upload promo videos for testing
Multi-Asset Experiment Setup - Create coordinated multi-asset tests
