Click on this article to get N tips for optimizing your screenshots.
Editor’s note: This article is from WeChat public account “ASM think tank” (ID: asmzhiku ), author SF.
Before I talked about how to increase product weights, one method mentioned is to optimize product materials, because material is an important factor in conversion rate, and conversion rate is an important factor affecting product weight. Today we will talk about how to optimize product materials.
ASM is a type of app store ad. Unlike ad stream ads and outdoor ads, this part of the ad is targeted at a user base with explicit download requirements. Therefore, what the creative needs to do is to directly and succinctly convey the characteristics and gameplay of the product during the process of finding the product or comparing the product, causing the user’s interest to achieve subsequent conversion.
Optimizing product material should consider two aspects: first, what content is optimized for delivery; second, what form is used for delivery. The delivered content includes product features, product features, product content, activities, problems that can be solved, and product scenarios; the delivery forms include background, product interface, text, and art.
delivered content
Product Features
The product function is actually what your product can do. For example, photography and video products can be photographed, beautiful, and edited; video products can watch videos and watch live broadcasts; social products can chat, video, etc.
A product can have many functions. Before optimizing the screenshots, you need to make sure that some of the more important features are highlighted in the screenshots (more on the following highlights).
It is best to display the product interface with text, otherwise it may cause the user to misjudge the information you want to pass.
For example, if you only look at the product interface, you may not see that you want to display the function of “online and live broadcast”. After matching the copy, the user can understand more clearly what you want to express. information.
Product Features
The product features are the characteristics that best represent your product, and are proof that your product is different from other competing products. For example, an e-commerce product, if you only pass the shopping function, users will not feel your product and other similar products.What is the difference. But if you define it as a single-apped app and it’s reflected in the screenshot, it will make the user more aware and easier to remember your product.
Product Content
Product content refers to the collective name of all resources within the product. The film and television dramas in the video products, the recipes in the gourmet products, the anchors in the live broadcast products, and the fitness courses in the sports products all belong to the product content.
The screenshot shows a hit show in a video product
Events
Events come in many forms, such as promotions, member events, new user events, check-in events, and more. The activity content will generally be placed in the first 3 screenshots. The screenshots need to indicate the activity theme and rewards, which will attract users and increase user interest.
Can solve the problem
This part can be a bit of a duplication of product features, but their starting point is different. In the product function, the product is the main body, and the user who can solve the problem is the main body.
For example, the function of an information product is to let the news be viewed online. The problem that can be solved is that even if the user is at home, all the news information can be obtained by opening the product.
Art
Art includes product interface, images, characters, animations, and more.
Formed form
Product Interface
We want to show the user some of the product’s functional interfaces in the screenshots, so that users can understand the product features and content before downloading. In general, it will be placed in the more obvious position in the screenshot, and in the screenshot will make it occupy a large part of the position, better to show the functions to be expressed in the interface.
1. Interface selection
The selection of the product interface is very important. You need to select the interface with obvious product features, which allows users to get your product features in the shortest time.
The screenshot in a chess game as shown below directly shows the usage scene of the game. The user can understand the gameplay and mode of the game in one second.
The content shown in some screenshots is not particularly intuitive. For example, in a game like the picture below, if you only look at the screenshot, the user may not be able to see that this is a music and dance game.
This is because the interface selected here is the upgrade interface in the game. The scene in the product is a grayed-out background. The visibility is not strong. Just look at the word “lifting, strengthening” and there is no way to clearly understand the game. Features.
In addition to the content in the interface, its position, size, detail and angle will have different effects, and the screenshots suitable for different products will be different..
2. Interface captures screenshots
For example, in the screenshot background we mentioned above, some products have no background, and their product interface occupies the entire layout of the screenshot. This kind of screenshot form does not appear much, because its effect is very different, it is very good-looking, and it is not very satisfactory.
Better screenshots
Breaking screenshots
Compared to no screenshot background, we recommend that you add backgrounds, and the screenshots of the background are easier to unify the layout. It doesn’t look too messy. For the content layout in the interface is full, the blank space in the background can also be added. Some text.
3. Local highlights
The content of some product interfaces is too rich, or the fonts in the interface are too small, the user may not see the key at a glance. In this case, the local highlighting method can be used to enlarge the key content.
A video product in the picture below will enlarge the key functions such as “small video, upload video, watch live broadcast, double speed playback” in the interface, so that users can understand more clearly what you want to display. Product Features.
In contrast, if the interface is more complex and does not make local highlights, the transferability of the function will be poor, and the user will take a long time to find the key functions we want to show first.
4.Placement angle
The product interface also has different ways of placing the angle. Most of the product interfaces are placed on the front side, and some are inclined. The advantage of tilting the interface is that it doesn’t look so monotonous, but it can easily lead to a messy screenshot and a high technical requirement for the designer. It is recommended not to try it easily.
Text
The text in the screenshots is mostly a summary of the product features, features, content, activities, etc. displayed in the interface. It is also a very important part.
1.Content
The content of the title must be streamlined and accurate. When there is more content, you can add a subtitle to supplement it.
2. Location
The position of the text is usually above or below the product interface. The copy of the application product is more on the top, and the copy of the game is mostly below.
3.Font
The font can be set according to your product positioning and screenshot style. Please note that you should not use unsold non-commercial fonts.
4. Font size
The font size can be as large as possible, otherwise the user will not see the copy content when viewing the screenshot.
5. Words
The number of words has no specific requirements. Under normal circumstances, there are no more than 20 words on a screenshot. Too many words are not friendly to the user’s reading experience.
6.Color
The font color needs to be contrasted with the background color. If the font color is too similar to the background color, the visibility of the text will be poor.
Background
Background as the name suggests is the background of the screenshot. It’s generally simpler, consisting of a single or gradient color and some simple elements, and a too complex background distracts the user.
In terms of color, most of them have a large contrast with the foreground (copywriting, product interface), which can make the foreground more prominent, so that users can pay attention to the focus of our expression.
The background color is significantly different from the foreground color
The background color is similar to the foreground color
The background image of some products is a magnified and blurred photo, as shown in the following figure. This kind of image processing method has become more popular recently, and its advantage is that it will more prominently highlight the front interface content.
Visual material
Visual material refers to any specific element that makes up a screenshot. It can be a big star or a small icon.
The visual material of the game screenshots is mostly the IP image in the product. Their positions are mostly left, right and middle, and the eyes are facing forward, as if they are communicating with the user.
The visual material in the application is mostly the spokesperson and product content of the product. For example, the video product will place the star image in the hot program; the live product will place the contracted live image; the resource product will be placed unique to the channel. Some film and television, book resources, etc.
There are also some products that add the Icon and name of their product to the screenshot.
In general, adding visual material can make the screenshots richer. Some stars with a big fan base and IP image can also increase the appeal to users.
Other
1. First image
The first picture refers to the first picture of the product screenshot. The first picture of some products will be made into a screenshot similar to the product opening page. Compared to other screenshots, this first picture is mostly composed of background and text, and some will add the Icon of the product.
The first image of some screenshots is also consistent with the styles of other screenshots.
The game categories are special, and most of their first pictures are large photos of people in the product.
2. Multi-screen form
The first 2-3 screenshots of many products will be in multi-screen format. The product details page only shows the first 1.5 screenshots. A cross-screen screenshot that is not fully displayed will guide the user to slide to the left to view more screenshots.
Product Details Page Screenshot Preview
Product screenshots
3. Vertical and horizontal screens
The game interface is horizontal screen, most of the products will use horizontal screen, one is the user’s habits, and the second is the horizontal screen to fully display the game’s beautiful scene. Other products are more accustomed to using vertical screen.
4. Add a phone box to the product interface
Many screenshots will add a phone box, which is closer to the user’s product usage scenario. The added phone box element contains the physical picture of the phone box and the stick figure of the phone box, but the physical picture of the phone box appears very little. It is because the app that contains the physical picture of the phone frame in the screenshot is easier to be rejected during the review, so everyone is more willing to use the model of the phone frame.
It should be noted that the model of the Apple mobile phone should be selected when placing the mobile phone model, and the model size must be the same as the device size.
There are also some screenshots of the product without the phone box. However, we recommend adding a phone box to the screenshot so that the functional interface part will look more solid and realistic.
End
In fact, for the screenshots, there are a thousand opinions for a thousand people, and everyone’s aesthetics cannot be completely unified. Therefore, it is recommended that you can use ASM’s custom set (Creative Sets) to test the material of different elements, select the material with better conversion data according to the advertising data, constantly adjust, and gradually go to the screenshots that are more liked by users.