⚠️ Important: Special Workflow
Screenshot order experiments are created as groups and managed differently from standard IC/FG/SD experiments. They use a special endpoint (screenshot-order-experiments) and workflow. Individual experiments within a screenshot order group cannot be deleted separately—you must delete the entire group using the internal_sso_id.
Screenshot order can significantly impact conversion rates on your store listing. PressPlay makes it easy to test different screenshot arrangements to find the most effective sequence for communicating your app's value proposition.
Screenshots are among the most viewed elements of your store listing:
High visibility: Users browse screenshots before reading descriptions
Visual communication: Screenshots show what your app does better than text
Decision influence: Screenshot quality and order affect install decisions
Story flow: Order creates a narrative about your app's benefits
The right screenshot order can:
Increase install conversion by 15-30%
Improve user engagement time on listing page
Clarify core features and benefits
Reduce negative reviews from unclear expectations
Screenshot order experiments test different sequences of the same screenshots without creating new visual assets. You're testing:
Which screenshot appears first: What users see immediately
Feature priority: Which benefits to highlight early vs. late
User journey: How to guide users through your app's story
Information hierarchy: Most important features first vs. building gradually
Note: Screenshot order experiments are created as grouped experiments with a shared internal_sso_id. This grouping enables the system to test multiple screenshot arrangements simultaneously while maintaining statistical integrity.
Before creating screenshot experiments:
Have multiple screenshots: Minimum 3-4 screenshots (2-8 recommended)
Quality screenshots: All screenshots should be production-quality
Diverse content: Each screenshot should show different features or benefits
Proper dimensions: Meet Google Play requirements for your device type
Navigate to Create Tab
Go to your app dashboard
Click "Create" in main navigation
Select "Screenshot Order Experiment"
Select Target Locale
Choose the market/language for testing
PressPlay loads existing screenshots for that locale
Review Current Order
See your current live screenshot arrangement
This becomes your control variant
Create Alternative Arrangements
Drag and drop to reorder screenshots
Create 1-3 alternative arrangements to test
Each arrangement is a separate test variant
Define Hypothesis
Explain why you're testing this arrangement
Example: "Leading with social features will increase conversion for young users"
Configure Settings
Set experiment duration (10-14 days recommended)
Choose priority in your experiment queue
Configure traffic allocation (typically 50/50)
Review and Create
Preview all variant arrangements
Verify settings are correct
Click "Create Experiment"
Put your strongest value proposition first:
First screenshot: Primary user benefit or key feature
Following screenshots: Supporting features and details
Best for: Apps with one clear standout feature
Example: Photo editing app leads with stunning before/after example
Create a narrative from onboarding to advanced features:
First screenshot: What new users see first (getting started)
Middle screenshots: Core workflows and main features
Final screenshot: Advanced capabilities or outcomes
Best for: Apps with learning curve or multi-step workflows
Example: Fitness app shows workout → tracking → results → community
Highlight pain points then show how your app solves them:
First screenshot: Show the problem or pain point
Second screenshot: Introduce your solution
Following screenshots: Demonstrate solution in action
Best for: Apps solving specific, recognizable problems
Example: Budget app shows: overspending → easy tracking → savings achieved
Display your most impressive features upfront:
Order: Most impressive → least impressive
Focus: Visual wow factor and uniqueness
Best for: Apps with standout UI or unique capabilities
Example: Design app leads with most stunning user creations
Lead with credibility and popularity:
First screenshot: User testimonials, ratings, or community size
Following screenshots: Features and functionality
Best for: Apps with strong social proof and reviews
Example: Dating app leads with "10M+ matches made" stat
Test 1: First Screenshot Impact
Variant A: Feature-focused first screenshot
Variant B: Benefit-focused first screenshot
Hypothesis: Benefits convert better than features
Test 2: Information Hierarchy
Variant A: Simple to complex (basic features first)
Variant B: Complex to simple (advanced features first)
Hypothesis: Leading with advanced features attracts power users
Test 3: Social Proof Placement
Variant A: Social proof at beginning
Variant B: Social proof at end
Hypothesis: Early social proof increases trust and conversion
Test 4: Use Case Prioritization
Variant A: Personal use cases first
Variant B: Professional use cases first
Hypothesis: Professional positioning attracts higher-value users
Google Play screenshot specifications:
Phone screenshots: Minimum 320px, maximum 3840px
Aspect ratio: 16:9 to 9:16
Format: PNG or JPEG
Quantity: Minimum 2, maximum 8 screenshots
File size: Maximum 8MB per screenshot
Different device types may need different strategies:
Phone: Users typically view 2-3 screenshots, make first ones count
Tablet: More screen space allows for more complex first screenshot
Android TV: Screenshots viewed on large screens, different viewing patterns
Monitor these metrics for screenshot experiments:
Install conversion rate: Primary success metric
Listing page views: Ensure consistent traffic to both variants
Screenshot view depth: How many screenshots users browse
Time on listing: Engagement level with different orders
Significant winner: Implement winning order as new default
No significant difference: Consider: Screenshots may be too similar in content Order matters less than screenshot quality Need more distinct arrangement differences
Mixed signals: Look at secondary metrics: Different orders may attract different user segments Consider targeted CSL for different audiences
Test big differences: Don't just swap adjacent screenshots
Quality first: Ensure all screenshots are high quality before testing order
Include text captions: Screenshots with text often perform better
Think mobile-first: Most users view on phones with small screens
Test contextually: Screenshot effectiveness varies by market and audience
One locale at a time: Different markets may prefer different orders
Document learnings: Note what works for future screenshot updates
Testing too many variants: Stick to 2-3 arrangements maximum
Minor reordering: Swapping positions 3 and 4 rarely shows meaningful results
Ignoring first screenshot: The first screenshot is disproportionately important
Inconsistent messaging: Screenshots should tell a coherent story
Poor screenshot quality: Fix quality issues before testing order
Testing too briefly: Allow 10-14 days minimum for reliable results
Different markets may prefer different orders:
Test same screenshots in different orders per locale
Western markets often prefer benefit-first approach
Asian markets may prefer feature-detail progression
European markets often want technical specs earlier
Adjust screenshot order for different seasons:
Holiday shopping: Lead with gift-friendly features
New Year: Lead with goal-setting and fresh-start features
Summer: Lead with outdoor or travel-related functionality
Back-to-school: Lead with productivity or learning features
When to test order vs. creating new screenshots:
Test order when:
You have multiple quality screenshots
Unclear which feature should lead
Want quick wins without design resources
Create new screenshots when:
Current screenshots are low quality or outdated
Missing key features in screenshot set
Competitors have noticeably better screenshots
Creating Manual Experiments - General experiment creation process
Custom Store Listings (CSL) - How CSL enables screenshot testing
Multi-Locale Testing - Test screenshot orders across markets
Understanding Asset Types - Screenshots vs. other store assets
