We’re constantly iterating through our mobile app(s), backend, website, microsites, pitch deck, investor proposal and also the presentation of our app on the app store. So yesterday, we uploaded our third iteration of the “Feature Graphic” on Google Play.
What is the Feature Graphic?
On the Swapit listing on Google Play, the Feature Graphic is the #1 item every user sees first. It is placed right at the very top of the screen and takes up the whole width. When you have a video for your app (like we do), then you’ll also have a grey / translucent play button that shows on top of the Feature Graphic. By clicking that play button the video starts playing. However, the Feature Graphic is still the most important image in the app store listing on Google Play. Therefore, we have now improved that Feature Graphic to properly communicate Swapit’s purpose and message we want to get across. Let me explain the contents of the image in detail.
1. Real Products
Showing real products people can connect with, was important to us. We needed to make sure we demonstrate to people that Swapit is an app for them. Thus, with just this one image, we show exactly what kind of products can be bought on Swapit and what kind of products are being sold on Swapit. I believe we were able to show that.
2. Popular Categories
We chose to show 5 products from our top 5 product categories which are either the most popular ones or the ones we believe have the most potential. So we cover:
- Mobile Phones & Accessories
- Consumer Electronics
- Fashion
- Jewellery & Watches
- Properties
Those product categories also have a rather general appeal. Properties might not be so appealing in other countries, but in Hong Kong they’re one of the essential second-hand items everyone is trading in.
3. Cool Stuff Sells
The items we show on this Feature Graphic are carefully chosen and represent the best of the best of the kind of products we know, do sell quickly on Swapit. People’s desire for the right products is essential for closing a sale. The high heels for example, are just a stunning piece of footwear and it is obvious, that those sold really quickly. Thus, we do suggest, to download Swapit as quickly as possible to make sure you never miss a quality bargain!
4. Beautiful Photos
Each photo is a beautiful piece of art that sets the expectation for the kind of product photos we would like to see on Swapit. We know that all phones (especially the Android phones) vary in terms of picture taking quality. However, good framing and proper lighting can be easily achieved with just a bit of effort. It is that expectation bar, that we set by showing such beautiful images on the very first image people see about Swapit.
5. Low Prices
When looking at the Feature Graphic closely, you’ll notice that the price for each item is very affordable – yet, not unrealistic. Those are actual prices such items are or were trading for on Swapit, but it is clear that the items are being offered at a very attractive cost base. By using price tags we also suggest a price “taggable” product and the corresponding range of pricing. Thus, the image in its entirety suggests again to be able to get a quality bargain at a very attractive low price.
6. Hinting at Features
We’ve also snuck in a “featured item” ribbon, which is one of our Premium Features. This lightens up the symmetry of the image a bit and helps to create a bit more of comfortable feel — at least to me that is. The size and alignment of the images is also important, as it resembles our standard list view which the user will see as soon as (s)he starts Swapit for the first time. Thus, the Feature Graphic already sets some expectation as to how the app will look like inside. Thus, I believe, it will emphasize the effect of the user feeling more familiar with the app when opening it for the first time.
CONCLUSION
Perhaps, I am interpreting too much into this one single graphic, but sometimes you got to go the long way and make sure you communicate the whole message you want to get across.
What do you think?
Visit Swapit on your Android phone or tablet to see the Feature Graphic in action: http://play.google.com/store/apps/details?id=la.swapit
The History of the Swapit Featured Graphic – thus far…
1st Feature Graphic (April 2015)
2nd Feature Graphic (November 2015)
3rd Feature Graphic (March 2016)
Have you tried Swapit yet? You can download it at: http://get.swapit.la
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