Screenshots are the listing's primary conversion asset — the visual story of your app that shoppers scan in seconds and that does most of the work of earning an install.
Screenshots carry more conversion weight than any text on the listing because most shoppers decide visually before they read. The first one or two are the highest-leverage assets you own: in the App Store's portrait search results they may be all a user sees without swiping. The proven pattern is benefit-led captions over realistic UI — each screenshot communicates one value, in a sequence that tells a story, rather than raw unannotated screens.
Screenshots are also localization-sensitive: captions should be translated and culturally framed per market, not left in English. And because they're the biggest conversion lever, they're the prime candidate for testing — small caption and ordering changes can move conversion several points, which is why disciplined teams A/B test screenshots rather than guessing.
Example
Reordering screenshots so the most-loved feature leads, and adding a one-line benefit caption to each, lifts a journaling app's conversion meaningfully without touching its keywords. Localize the captions per market and A/B test the first two, since they carry most of the conversion weight.