Even the most strategic A/B testing program fails if you're testing poorly designed assets. The quality of your app store creative directly impacts conversion rates and test outcomes. This guide establishes standards for creating high-performing assets that give your experiments the best chance of success.
Quality assets aren't just about aesthetics—they're about communication effectiveness:
Clear communication: Users understand your value proposition instantly
Professional trust: Quality signals app reliability and developer credibility
Competitive differentiation: Stand out in a crowded app store
Valid test results: Poor quality can mask strategic insights
Testing a poorly designed variant against your control doesn't tell you whether the concept was wrong or the execution was poor.
These principles apply to all app store assets:
Always design for how assets actually appear on mobile devices:
Size context: Icons appear at 512x512px in your design but 80x80px on phones
Legibility: Text must be readable at actual display size
Touch targets: While static, visual elements should feel appropriately sized
Thumb zone: Critical information in easy-to-view areas
Always preview assets on actual devices before testing. What looks great on your desktop may be illegible on a phone.
Users spend 3-5 seconds evaluating your listing. Prioritize immediate understanding:
Obvious over subtle: Clear benefit statements beat clever wordplay
Simple over complex: One clear message beats three competing messages
Universal over niche: Avoid inside jokes or jargon
Maintain cohesion across all assets:
Color palette: 2-3 primary colors used consistently
Typography: 1-2 font families maximum
Style: Consistent illustration/photo style throughout
Tone: Visual tone matches your brand and audience
Ensure all assets meet Google Play requirements:
Technical specs: Correct dimensions, file formats, and sizes
Policy compliance: No misleading claims, inappropriate content, or trademark violations
Quality standards: No pixelation, blurriness, or stretched images
Your icon is the single most important visual asset. High-quality icons share these characteristics:
Size: 512x512px PNG (32-bit)
Shape: Design within safe zone (Google applies circular mask)
File size: Under 1MB
Transparency: Avoid transparent backgrounds (use solid color)
Recognizable at small sizes: Clearly identifiable at 48x48px and smaller
Simple focal point: One primary visual element, not cluttered
Strong contrast: Works on both light and dark backgrounds
Distinctive from competitors: Unique enough to stand out in category
Scalable design: No fine details that disappear at small sizes
No text: Avoid text in icons (becomes illegible at small sizes)
✓ Clearly visible and identifiable at 48x48px
✓ Single, clear focal point
✓ High contrast with typical backgrounds
✓ No fine details or text
✓ Fits within circular mask safe zone
✓ Unique compared to top 10 competitors
✓ Represents app purpose/category
✓ Professional execution (crisp edges, proper alignment)
Screenshots are your primary conversion tool after users click through. High-quality screenshots have these characteristics:
Dimensions: Minimum 320px on shortest side, maximum 3840px on longest side
Aspect ratio: 16:9 or 9:16 recommended for best display
Format: PNG or JPG
Quantity: Minimum 2, maximum 8 (recommend 5-8 for full story)
Benefit-focused: Shows outcomes and value, not just features
Logical sequence: Tells a story from screenshot 1 through 5+
Readable text: Minimum 24pt font size, high contrast
Actual app UI: Base images on real app interfaces (styled/enhanced)
Compelling headline: Each screenshot has clear title/message
Visual hierarchy: Most important information most prominent
Your first screenshot is most critical—apply extra scrutiny:
Immediate clarity: Core value proposition obvious in under 2 seconds
Strongest benefit: Lead with your biggest selling point
Eye-catching: Visually arresting to stop scrolling
Professional polish: Your absolute best design execution
✓ Text readable at actual phone display size
✓ One clear message per screenshot
✓ High-resolution images (no pixelation)
✓ Consistent design language across all screenshots
✓ Benefits clearly communicated
✓ Tells cohesive story from first to last
✓ Real UI visible (not just marketing graphics)
✓ Professional typography and layout
✓ Appropriate for target audience
The feature graphic appears in prominent store placements and promotional materials:
Dimensions: Exactly 1024x500px
Format: PNG or JPG
File size: Under 1MB
Landscape orientation: Designed for horizontal 2:1 aspect ratio
Key visuals: Main app character/UI/concept prominently featured
Readable headline: Value proposition clear even at smaller sizes
Brand consistent: Matches icon and screenshot visual language
Attention-grabbing: Stands out in featured placements
If you include a video preview, ensure it meets these quality bars:
Length: 30 seconds maximum (15-20 seconds optimal)
Format: MP4 or MOV
Resolution: Minimum 1080p
Aspect ratio: 16:9 or 9:16
File size: Under 100MB
Immediate hook: Capture attention in first 2 seconds
Actual app footage: Show real UI and interactions
Clear audio: Professional voiceover or music (if used)
Text overlays: Reinforce key points with on-screen text
Call to action: End with clear next step
Silent-friendly: Communicates value even without sound
Written content in your listing must be high-quality:
Lead with value: Primary benefit in first few words
Specific: Concrete value, not generic claims
Action-oriented: Active voice and strong verbs
No wasted words: Every character counts
Scannable structure: Short paragraphs, bullet points, clear sections
Benefit hierarchy: Most compelling points first
Proof points: Social proof, ratings, awards if applicable
Feature details: Comprehensive but organized list
Call to action: Clear encouragement to install
✓ No spelling or grammar errors
✓ Conversational but professional tone
✓ Active voice (not passive)
✓ Specific benefits (not vague claims)
✓ Accurate representation of app functionality
✓ Appropriate for target audience
Create quality assets efficiently with these tools:
Figma: Best for collaborative design and prototyping
Adobe Creative Suite: Industry standard for graphics and video
Sketch: Popular for UI/UX design on Mac
Canva: Accessible option for non-designers (pro version recommended)
Use Google Play asset dimension templates
Include safe zones for text and important visuals
Build reusable brand components (colors, fonts, layouts)
Device preview: View on actual phones before publishing
Multiple devices: Check on different screen sizes
Light and dark modes: Ensure readability in both
Competitor comparison: View alongside top competitors
Before launching any experiment, run through this QA checklist:
✓ Correct dimensions and file formats
✓ File sizes within limits
✓ No compression artifacts or pixelation
✓ Proper color profiles (RGB for digital)
✓ Text properly anti-aliased
✓ All text readable at actual display size
✓ Consistent visual language across assets
✓ Professional execution (alignment, spacing, balance)
✓ Appropriate for target audience
✓ Distinctive from competitors
✓ No spelling or grammar errors
✓ Accurate representation of app
✓ Clear value proposition
✓ Compliant with Google Play policies
✓ No misleading claims or imagery
✓ Viewed on actual phone (not just computer)
✓ Checked alongside competitors in category
✓ Reviewed by someone unfamiliar with app
✓ Passed team approval process
Text too small: Most common issue—text that's illegible on phones
Cluttered designs: Trying to communicate too much at once
Low contrast: Text or visuals that don't stand out from background
Inconsistent branding: Different styles across assets
Pixelated images: Low-resolution or overly compressed assets
Generic stock photos: Inauthentic imagery that doesn't represent app
Feature lists: Screenshots that list features instead of showing benefits
Poor typography: Too many fonts, poor hierarchy, or inappropriate font choices
Misleading visuals: Showing features or UI that doesn't exist in app
Consider professional design help for:
App icons: Critical asset worth professional investment
First screenshot: Primary conversion driver merits expert design
Complete rebrand: Major visual overhauls benefit from professionals
Video production: Professional video typically outperforms DIY
High-stakes launches: Major app launches or updates
Professional design doesn't have to be expensive—freelance platforms offer access to quality designers at various price points.
Quality standards evolve with your app:
Baseline quality: Start with assets that meet minimum standards
Test and learn: Understand what resonates with your audience
Raise the bar: As you learn, increase quality expectations
Refresh periodically: Update assets annually to stay current
Even if your current assets aren't perfect, they should be good enough to test. Use A/B testing to incrementally improve quality while maintaining a professional baseline.
High-quality app store assets are:
Technically correct: Right dimensions, formats, and specifications
Visually professional: Polished execution and attention to detail
Immediately clear: Value proposition obvious within seconds
Mobile-optimized: Designed for actual viewing context
Brand consistent: Cohesive visual language across all assets
Audience-appropriate: Tone and style match target users
Compliant: Meet all platform requirements and policies
By maintaining these quality standards, you ensure that your A/B tests produce valid insights and your app store presence consistently represents your app in the best possible light.
