How A Casual Relationship Game increased App Store organic installs by 48% after rebuilding its screenshot set

Key Takeaways

• Complete visual redesign for the first time since game release.
• By focusing on benefit-led screenshots, this casual relationship game grew its organic installs by 47% in just 5 days of A/B test.

Challenge

While the game was getting decent traffic, installs lagged behind — conversion had been stuck at 16% for years.

Before working with NimbleCrafted, they had never tested a new screenshot set since launch. Growth relied mostly on regular app updates, which helped maintain traffic but did little to move conversion.

Their goal was simple: improve the base conversion rate to unlock more consistent organic downloads.

After a deeper teardown, the issue became clear — the game’s core benefits weren’t being surfaced early enough in the store listing.

Solution

Frontload core benefits

The first screenshot was redesigned to highlight the game’s strongest motivator upfront. This helps hook cold scrollers immediately and gives them a clear reason to keep exploring the listing.

Make in-game text instantly readable

Since text is central to the gameplay, key prompts were enlarged and simplified within the screenshots. This makes the experience easier to grasp at a glance — even during a quick scroll.

Separate and clarify game modes

Each top game mode was given its own space, with a clear benefit tied to it. Instead of blending everything together, this structure helps players quickly understand what’s available and why it matters.

Results

Within 5 days of A/B test, the new screenshot set achieved measurable growth of +48.32% conversion rate improvement compared to baseline set: