# Huawei AppGallery: Conversion (Part II: Creative Assets)

- Link: https://phiture.com/asostack/huawei-appgallery-conversion-part-ii-creative-assets-638d5fb9ee5f/
- Published: 2020-03-03T10:25:48+01:00
- Author: Maggie Ngai

#### How to get users to download your app by optimizing your store’s creative assets?

#### _Maggie Ngai is a Senior ASO consultant at Phiture and she helps companies to optimize the visibility and conversion of their apps in both the App Store and Play Store through Apple Search Ads, CRO experimentation, and keyword optimization processes._

![How to get users to download your app by optimizing your store’s creative assets?](
https://phiture.com/wp-content/uploads/2020/03/Huawei-AppGallery-Conversion-Part-
II-Creative-Assets-min.png)

Following [Conversion (Part I: Textual assets)](https://asostack.com/huawei-app-gallery-conversion-part-i-text-assets-15fcbcf5d100),
in this article, we will have a deep look into the creative assets, namely icons,
screenshots and Immersive App Details Page (we called it the featured store listings
in previous articles). By optimizing store assets, you can receive more downloads
and hopefully more revenue down the funnel.

It is important to understand which creatives are visible across user touchpoints.
While AppGallery has similar layouts compared to Google Play, adopting learning 
from Google Play will help you improve the conversion in no time.

### ⌊user touchpoints on appgallery⌉⌊user touchpoints on appgallery⌉

### **Icon**

The AppGallery has a similar layout to Google Play in multiple user touchpoints.
That includes the Feature Home, search result and Top Chart.

![appgallery vs google play layout](https://phiture.com/wp-content/uploads/2020/
03/appgallery-vs-google-play-layout-min.png)

The app icon is visible across all user touchpoints. Therefore, the icon is one 
of the main factors (besides the title) that drives downloads. The similar layouts
suggest that learnings from running icon experiments on Google Play could be applied
to AppGallery. You may then ask “but how can we optimize the icon without changing
the logo?”

![icon is visible in all user touchpoints](https://phiture.com/wp-content/uploads/
2020/03/icon-is-visible-in-all-user-touchpoints-min.png)

Game developers are very creative. I have seen developers testing different characters
and features in the app icon. Putting a Christmas tree in the icon can also hint
seasonal in-app events. Below I show the examples of icon testing variants of the
two games _Gardenscapes_ and _Harry Potter: Hogwarts Mystery_ on Google Play over
the past 90 days. It’s amazing to see how the latter game incorporates seasonality
elements in the icon.

![icon testing examples](https://phiture.com/wp-content/uploads/2020/03/icon-testing-
examples-min.png)

I understand that it might be a complicated process to update the icon for regular
apps, especially for big brands. We have three key ideas for changes that are minimal,
but can still easily push your conversion rate up a few crucial percentage points.

They are:

### ⌊icon testing ideas⌉⌊icon testing ideas⌉

### **Screenshots**

Once visitors arrive on the product page, screenshots become the most prominent 
creative assets, occupying a third of the whole screen. The color of the screenshots
will, without a doubt, catch visitors’ eyes and encourage them to start reading 
the captions and looking at the UI.

![screenshots in product page](https://phiture.com/wp-content/uploads/2020/03/screenshots-
in-product-page-min.png)

Regardless of the platforms, there is no secret to creating engaging screenshots
aside from testing creative assets based on user research and hypotheses. At Phiture,
we have a systematic approach for optimizing any assets. [Jump over here and read more](https://asostack.com/building-a-systematic-process-for-aso-with-the-cro-loop-d1c4bc7ca725).

Unfortunately, AppGallery doesn’t have a native A/B testing environment (though 
I have heard the Huawei team is building that soon). Your best chance is therefore
to, once again, adopt your learnings from Google Play, which is the only one with
a fair A/B testing tool, among the 3 stores (App Store, Google Play and AppGallery).

We can share a few best practices when creating screenshots. Obviously, there are
a lot more than just these, but we find these key points crucial to making a great
first impression on your visitors.

 1. Resonance with visitors by talking about value propositions from a user perspective(
    e.g make tracking your diet easy), instead of stating a list of features in the
    app (e.g. counting calories…).
 2. Prioritize the most popular features and content in the first three screenshots.
    Only a limited amount of users scroll through all the screenshots before downloading
    an app.
 3. Use social proof (e.g., 50 million downloads) to make a powerful impact by increasing
    trust.
 4. Localize the messaging and UI to impress your visitors. Pay careful attention to
    language, demographics, and cultural norms.

Localization is a big topic for improving conversion. Mere translation of the captions
and UI hardly does a good job when the app is competing against home-grown local
apps. Successful apps, like TikTok, manage to truly localize the store listing focusing
on three aspects:

 * Messaging and Language (DE: Creativity will transfer you vs UK: Make Your Day)
 * Features & Content (DE: showing filter and special effects vs UK: be the first
   to discover new content)
 * Layout & Aesthetic (DE: clear white background with pop-up UI vs UK: photography
   background with devices in different angle)

### ⌊localized screenshots of tiktok⌉⌊localized screenshots of tiktok⌉

### **Immersive App Details Page**

In our [second article](https://asostack.com/https-asostack-com-huawei-appgallery-an-introduction-f956a6c33f15),
we mentioned that AppGallery offers fully customized store listings with a featured
graphic and custom colored background. It might be more powerful than the feature
banner in the App Store, as developers have full control of the background color
tone.

![immersive app details page](https://phiture.com/wp-content/uploads/2020/03/immersive-
app-details-page-min.png)

Unfortunately, this customized product page can’t be set by developers at this moment.
According to Huawei, it is part of the joint operations services and it is only 
available to apps and games that have integrated HMS. If you are interested in getting
this benefit, check out [their website](https://developer.huawei.com/consumer/en/doc/distribution/promotion/30216).

### **Final Note**

Visitors generally make their decision on whether or not to download an app or game
in the first few seconds. Clearly then, communicating the value of the app will 
help your app stand out among an ocean of competitors. Here I have a little cheat
sheet about the impact on conversion of all assets. I hope this will help you to
prioritize your conversion efforts and wish you get more downloads than you already
have. Share your thoughts and your success stories with us in the comments!

![impact on conversion](https://phiture.com/wp-content/uploads/2020/03/impact-on-
conversion-min.png)

 1.  It would be amazing if developers can upload videos to AppGallery. I believe videos
    will have a massive impact on conversion, especially for games.

Our Series on ASO for the Huawei AppGallery

 1.  [App Store Optimization on Huawei AppGallery: Why Should We Care?](https://asostack.com/app-store-optimization-on-huawei-appgallery-why-should-we-care-ceb29ad14b60)
 2.  [An Introduction](https://asostack.com/https-asostack-com-huawei-appgallery-an-introduction-f956a6c33f15)
 3.  [Listing on AppGallery: a step-by-step guide and a glance at the Developer Console](https://asostack.com/listing-on-appgallery-a-step-by-step-guide-and-a-glance-of-the-developer-console-4dcc6169a7c0)
 4.  [Search Visibility](https://asostack.com/huawei-appgallery-search-visibility-6a1a98e9b004)
 5.  [Discoverability](https://asostack.com/aso-for-the-huawei-appgallery-discoverability-fc87cf7103d2)
 6.  [Conversion (Part I: Textual assets)](https://asostack.com/huawei-app-gallery-conversion-part-i-text-assets-15fcbcf5d100)
 7.  **Conversion: Icon and Screenshots (this one)**
 8.  Getting Featured
 9.  Ads and Gift Centre
 10. Reaching your Major Markets: Localization
 11. Ratings & Reviews
 12. Featured Store Listing
 13. In-app Purchase
 14. Listing on AppGallery
 15. Tools & Metrics: 3rd Party Tools
 16. Recap: The Huawei ASO Stack