Our data shows that most publishers in the utilities category avoid using videos. Those who do often see lower install rates after a video watch, which can hurt overall conversion rates. Therefore, adding a video may not be the best strategy for utilities apps.
Users looking for utility apps often seek straightforward solutions for specific tasks. Videos might create expectations that aren’t aligned with the app’s simple functionality. If the video’s message isn’t clear and concise, users might get confused about the app’s purpose.
Therefore, for utility apps, sticking to clear, concise icons, screenshots, and captions might be more effective for conveying their value and driving installs.
Work on all screenshots in the gallery. Focus on experiments that test different messaging and highlight new features. This comprehensive approach ensures that every aspect of your visual presentation is optimized to convert.
