This skill covers everything needed to create compelling store listings on both Google Play and Apple App Store.
Required Assets Summary
Google Play Store
| Asset | Spec | Required |
|---|---|---|
| App icon | 512x512 PNG, 32-bit, no transparency | Yes |
| Feature graphic | 1024x500 PNG or JPG | Yes |
| Phone screenshots | Min 2, max 8. 16:9 or 9:16 aspect ratio. Min 320px, max 3840px per side | Yes |
| 7" tablet screenshots | Same specs as phone | Recommended |
| 10" tablet screenshots | Same specs as phone | Recommended |
| Promo video | YouTube URL (not private/unlisted) | Optional |
| Short description | Max 80 characters | Yes |
| Full description | Max 4000 characters | Yes |
Apple App Store
| Asset | Spec | Required |
|---|---|---|
| App icon | 1024x1024 PNG, no alpha channel, no rounded corners | Yes (in Xcode asset catalog) |
| iPhone 6.7" screenshots | 1290x2796 or 2796x1290 (landscape) | Yes |
| iPhone 5.5" screenshots | 1242x2208 or 2208x1242 | Yes (if supporting older devices) |
| iPad 12.9" screenshots | 2048x2732 or 2732x2048 | Yes (if supporting iPad) |
| App preview video | 15-30 sec, device-specific resolution | Optional |
| Description | No hard limit, first ~170 chars visible | Yes |
| Keywords | Max 100 characters, comma-separated | Yes |
| Subtitle | Max 30 characters | Yes |
| Promotional text | Max 170 characters (editable without review) | Optional |
Screenshot Strategy
What Makes Good Screenshots
Screenshots are the highest-impact store listing element. Follow this pattern:
- Lead with the value proposition — first screenshot shows the app's primary benefit
- Show real UI — actual app screens, not mockups or illustrations
- Add context text — short headline above or below each screen explaining the benefit
- Show progression — screenshots should tell a story (onboarding → core feature → result)
- Highlight unique features — what differentiates you from competitors
Screenshot Template Structure
┌─────────────────────┐
│ Headline text │ ← 2-5 words describing the benefit
│ (e.g., "Track your │
│ pet's health") │
│ │
│ ┌───────────────┐ │
│ │ │ │
│ │ App Screen │ │
│ │ (actual UI) │ │
│ │ │ │
│ └───────────────┘ │
│ │
│ Brand color bg │
└─────────────────────┘
Recommended Screenshot Set (5-8 screenshots)
- Hero shot — main value proposition
- Core feature 1 — primary functionality
- Core feature 2 — secondary functionality
- Social proof or data — testimonials, stats, achievements
- Settings/personalization — show customization options
- Unique differentiator — what only your app does
- Onboarding — how easy it is to get started (optional)
- Dark mode — if supported, shows polish (optional)
Tools for Creating Screenshots
- Figma — most flexible, create device frame templates
- Screenshots.pro — automated from real device captures
- Previewed.app — 3D device mockups
- LaunchMatic — AI-generated store screenshots
Description Writing
Google Play: Short Description (80 chars)
This appears in search results. Must be concise and keyword-rich.
Formula: [Action verb] [core benefit] [differentiator]
Examples:
- "Track pet health, find vets, and report emergencies near you"
- "Manage tasks with AI-powered scheduling and team collaboration"
Google Play: Full Description (4000 chars)
Structure:
[Opening hook — 1-2 sentences describing the problem you solve]
[Core features — bullet list with benefit-focused language]
- Feature 1: what it does and why it matters
- Feature 2: ...
- Feature 3: ...
[Social proof — downloads, ratings, press mentions]
[How it works — brief workflow description]
[Call to action — download now]
[Relevant keywords naturally integrated throughout]
Apple App Store: Description
Structure:
[First 170 characters are critical — visible before "more" tap]
[Feature highlights with benefit framing]
[What's new or unique]
[Privacy commitment if relevant]
Apple App Store: Keywords (100 chars)
- Comma-separated, no spaces after commas
- Do NOT repeat words from your app name or subtitle (Apple already indexes those)
- Use singular forms (Apple matches plurals automatically)
- Include competitor names only if truly relevant
- Include common misspellings of your category
Example: pet,health,veterinarian,rescue,lost,found,microchip,vaccine,report
Apple App Store: Subtitle (30 chars)
Appears below app name in search results. Complement (don't repeat) the name.
Examples:
- App name: "AltruPets" → Subtitle: "Pet Safety & Emergency Reports"
- App name: "TaskFlow" → Subtitle: "AI-Powered Team Scheduling"
App Icon Guidelines
Both Platforms
- Simple, recognizable at small sizes (as small as 29x29 points on iOS)
- Distinct silhouette — identifiable even blurred
- Limited color palette (2-3 colors max)
- No text (except single letters/initials)
- No photos (too detailed at small sizes)
- No screenshots of the app UI
Google Play Specific
- Google applies rounded rectangle mask — do not add your own rounding
- 512x512 PNG, 32-bit color, no transparency
- Test at 48x48 and 96x96 for visibility
App Store Specific
- Apple applies rounded rectangle mask — do not add your own rounding
- 1024x1024 PNG, no alpha channel
- Different sizes auto-generated by Xcode from asset catalog
- Must not be substantially similar to other Apple app icons
Feature Graphic (Google Play)
The 1024x500 banner displayed at the top of your Play Store listing.
Best practices:
- Include app icon in the graphic (brand recognition)
- Add a tagline or value proposition
- Use your brand colors
- Ensure text is readable on mobile (large font)
- Show a preview of the app UI if possible
- Do NOT use the full description — this should be a visual hook
Localization
Google Play
- Localize store listing in all languages your app supports
- Google offers translation services (paid)
- Custom store listings: up to 50 country-specific versions
- A/B test localized listings with Store Listing Experiments
App Store
- Localize for each language you support
- Keywords are per-locale — different keywords for different markets
- Screenshots can be locale-specific
Localization Priority
- English (base)
- Languages where you expect the most users
- Languages with large addressable markets (Spanish, Portuguese, Chinese)
- Always localize screenshots — they convert better than translated text alone
Store Listing Optimization (ASO)
Google Play Experiments
- Go to Store presence > Store listing experiments
- Create experiment: test different icons, screenshots, descriptions, or feature graphics
- Split traffic 50/50
- Run for at least 7 days with statistical significance
- Apply winner
Key ASO Metrics
- Impression → Visit rate (search result quality)
- Visit → Install rate (listing quality)
- Install → Retain rate (app quality matching expectations)
Optimization Checklist
- Title includes primary keyword
- Short description includes secondary keywords
- Full description uses keywords naturally (not stuffed)
- Screenshots show benefits, not features
- Feature graphic creates visual interest
- Ratings and reviews are positive (or actively managed)
- Regular listing updates signal active maintenance