“Our screenshots you know they're a bit stale. We have tried modernizing screenshots and 80% of the time when we do A/B tests they lose. People just like to see what they were used to seeing.”

Stale Screenshots Win 80% of A/B Tests — Data Will Surprise Your Design Instincts

Super Unlimited ran extensive screenshot redesigns expecting modern gradients and bigger text to lift conversion — and lost 80% of those tests. Users consistently preferred the older, plainer designs they associated with the top-rated product they knew. Tanuj's lesson: in established categories with strong ASO position, changing visual identity to match trends is often a mistake. Let the data surprise you, and only ship the 20% of improvements the tests validate.