Summary
Screenshot orientation is crucial for App Store Optimization because screenshots are among the first elements users notice after finding an app. On iPhone, portrait screenshots are optimal because they display correctly by default, making it easier for users to scan quickly. If landscape screenshots are used on iPhone, they are flipped to portrait orientation, which can hinder quick comprehension.
On iPad, landscape screenshots look more impressive in both search and detail views, allowing two full screenshots to be viewed simultaneously. For desktop and web iTunes, iPhone screenshots are shown first, and landscape screenshots appear in landscape orientation, which may break uniformity. Portrait screenshots allow two full images to be visible on iTunes, while landscape screenshots in the second position may get cut off.
However, these are guidelines, not rules. Experimenting with portrait screenshots on iPad can reveal part of a third screenshot, providing more space to convince users. To see what competitors are doing, check App Profile Pages and the Update Timeline tab.
For example, GSN Casino recently switched all iPhone screenshots to portrait. Ultimately, testing is key, but considering these factors can help increase downloads.
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