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Producing screenshots and running Product Page Optimization tests

Step-by-step from screenshot creation (AppScreens templates, AI captions, device frames) to uploading and launching an Apple Product Page Optimization test, with the App Store Connect gotchas.

Updated 2026-10-23·3 sources·asoscreenshotsproduct-page-optimizationapp-store-connectappscreenstools

Producing screenshots and running Product Page Optimization tests

TL;DR

  • Apple’s native A/B test is Product Page Optimization (PPO) in App Store Connect; Steve runs one treatment per test (50/50).12
  • Only one PPO draft/test at a time — creating a new one errors while a draft exists; stop or delete the old one first.3
  • A test must be added for review and submitted before it starts; keep one item in review at a time.4
  • Careful with “Apply” on a winner — it replaces the live screenshots.5
  • Manual App Store Connect uploads often error out or scramble the order; Steve uploads via AppScreens’ API integration to avoid this.6
  • Upload only the device sizes you actually designed (e.g. 6.5” only; deselect 6.9” and iPad).7

Details

Context: AppScreens sponsored both videos (July and Sept 2026); the PPO rules are App Store Connect behaviour as Steve observed it then.

1. Create the screenshots (AppScreens).

  • Start from a template or the AI screenshot creator; choose a caption goal — Steve picks “search intent” (alternatives: ASO expert, outcome, emoji, direct, friendly).8
  • Upload raw UI captures and drag them into order; Steve likes a person photo among the first three.9
  • Per screenshot choose framing: flat or 3D device mock-up, tilted, dynamic frame, or full-screen (used for the photo of a person).1011
  • Edit captions manually or regenerate one with the star icon; tweak text colours to match the palette.1112
  • Add locales and auto-translate (Finding international ASO opportunities and localizing listings).13
  • Preview as a user: see the search-results view (first three) and the scrolling product page before exporting.6

2. Push to App Store Connect. Preview & export → connect App Store Connect credentials → choose locales (e.g. US English only) → Replace the primary listing, Append, create a Custom Product Page, or create a Product Page Optimization with N treatments → name it → pick device sizes → Upload.1417

3. Launch the PPO test. App Store Connect → your app → Product Page Optimization → open the draft, check order → Start test → Add for review → Submit for review.154

4. Read results. In PPO “View analytics”, compare treatment vs baseline; apply the winner deliberately.516

5. Iterate with the next single-variable test (order → social proof → human vs screen) — see Screenshot A/B tests — themes to test and published results.3

Disagreements / caveats

  • Steve doesn’t give the traffic or duration needed for significance; low-download apps will wait long for a result.
  • Steve’s metric for screenshot impact is product-page-view → download, not App Store Connect “impressions”.17

See also

Footnotes

  1. How to Increase Organic Downloads Without Changing Keywords @ 07:19 — Steve P. Young ↩ ↩2

  2. How to Increase Organic Downloads Without Changing Keywords @ 13:19 — Steve P. Young ↩

  3. How to Increase Organic Downloads Without Changing Keywords @ 11:40 — Steve P. Young ↩ ↩2

  4. How to Increase Organic Downloads Without Changing Keywords @ 13:19 — Steve P. Young ↩ ↩2

  5. How to Increase Organic Downloads Without Changing Keywords @ 08:47 — Steve P. Young ↩ ↩2

  6. How to Create App Store Screenshots That Get More Downloads @ 14:49 — Steve P. Young ↩ ↩2

  7. How to Create App Store Screenshots That Get More Downloads @ 16:54 — Steve P. Young ↩ ↩2

  8. How to Create App Store Screenshots That Get More Downloads @ 07:25 — Steve P. Young ↩

  9. How to Create App Store Screenshots That Get More Downloads @ 08:22 — Steve P. Young ↩

  10. How to Create App Store Screenshots That Get More Downloads @ 09:14 — Steve P. Young ↩

  11. How to Create App Store Screenshots That Get More Downloads @ 10:02 — Steve P. Young ↩ ↩2

  12. How to Create App Store Screenshots That Get More Downloads @ 11:16 — Steve P. Young ↩

  13. How to Create App Store Screenshots That Get More Downloads @ 12:10 — Steve P. Young ↩

  14. How to Create App Store Screenshots That Get More Downloads @ 15:46 — Steve P. Young ↩

  15. How to Create App Store Screenshots That Get More Downloads @ 17:42 — Steve P. Young ↩

  16. How to Increase Organic Downloads Without Changing Keywords @ 09:50 — Steve P. Young ↩

  17. App Store Optimization: The Proven ASO Framework for 2026 @ 01:33 — Steve P. Young ↩