The star rating rides along with every search ad. Fix this or the best screenshots in the world still lose the tap.
A search ad shows the first 3 portrait screenshots. That's the whole lander for most people.
Current screenshots name features ("Matches", "Rapid Match") on flat red. Nothing says who it's for or why to install.
Treat it like a lander build: design team, 3 page sets, real photos. Cheap next to what we'll spend on taps.
| Item | What's there now | Grade | Fix |
|---|---|---|---|
| Screenshots | 5 red frames, feature names as headlines, small phone mockups with lots of empty space, same look on every frame | D | Benefit headlines, bigger crops, warmer photo-led backgrounds. See rules and sets below. |
| Rating | 3.4 stars from 47 ratings. Small sample, easy to move. | F | Rating prompt at a happy moment, then reset. See section 05. |
| Review replies | Replies point to 3 different support emails, one on a "datingvipnotifications" domain and one on "nearbynotifications". Reads like a scam to a 65-year-old. | F | One support address on a datingforseniors.com domain. Short, human, specific replies. |
| Name | "Dating for Seniors App". The word "App" wastes space in a 30-character name. | C | "Dating for Seniors: Over 55" or similar. Ask the ASO side first, name changes need an app update. |
| Subtitle | "Meet Senior Mature Singles" | B | Fine for search. Could say "near you", which is the #1 complaint in reviews. |
| Description | "whether your newly retired" typo, and says "from around the world" when people want local | C | Fix the typo, lead with local, cut the feature list in half. |
| Preview video | None that I could see | C | Optional. One 15 to 20 second captioned video for the default page later. |
| Accessibility | Nothing declared | C | If the app supports Larger Text or VoiceOver, declare it. This audience notices. |
| What's New | "Bug fixes and stability improvements" | C | One real line about what changed. Shows the app is alive. |
Reviews also mention login trouble, paying and not getting in, few matches nearby, and confusing in-app ads. Pretty pages won't fix those, and the people who tap the ad read the reviews.
So the default page fixes (rating, replies, description) help every page at once. Do those first.
Up to 70 custom pages per app. Each one goes through App Review, but separately from app updates, so no release is needed.
That's what shows in the search ad. Screenshots 4 to 10 are for people who already tapped in. Put the pitch, the proof and the "it's easy" in 1 to 3.
"Matches" tells them nothing. "Singles over 60 near you" tells them it's for them. One idea per screenshot.
Headline readable on a phone at arm's length, by someone who left their readers in the kitchen. 6 words max, high contrast.
Warm photo backgrounds of real-looking 55 to 75 year olds. Same casting as the new landers so ad, page and app feel like one thing.
Show one part of the screen big (a profile card, a message) instead of a tiny full phone. Nobody reads a shrunken inbox.
Their worries: is it local, is it real people, is it only seniors, is it safe, is it hard to use. One screenshot can kill each worry.
The ad group's search term should basically appear in screenshot 1. "dating over 60" search, "Dating over 60" headline.
"Free to join" is fine. "Free messaging" isn't, messaging is a paid feature. No made-up member counts, no competitor names. App Review checks.
The app runs on iPad and this crowd uses iPads a lot. Build the 13" set, not just iPhone, or iPad users see stretched leftovers.
Rough wireframes so design knows the direction. Headline copy is a draft. Check every claim against what the app really does.
Used by Brand campaign and organic search. Broad, warm, "this is for you".
Brand + organicCategory ad group: dating over 50, over 60, 50 plus dating.
CategoryCompetitor campaign plus the "senior dating" ad group. Why us over the big apps.
Competitor"Matches near you" only works if the local inventory is there. Reviews say it often isn't. Check DFS member density in top US metros before leaning on that line.
With only 47 ratings, a working prompt alone could move 3.4 up quickly. Reset only if the prompt is live first, or the new average starts from the same unhappy people.
| What | Spec / note |
|---|---|
| iPhone screenshots | 6.9": 1320 x 2868 (or 1290 x 2796) |
| iPad screenshots | 13": 2064 x 2752 (or 2048 x 2732) |
| Preview video (optional) | 15 to 30 seconds, captioned, it autoplays muted. iPhone 886 x 1920. |
| Promotional text | 170 characters, changeable anytime without review. Use it per page: "Free to join for singles over 60." |
| Naming | DFS_CPP_DEFAULT_v2DFS_CPP_OVER60_v1DFS_CPP_SWITCH_v1 |
| Who | Design team builds the sets. Someone with App Store Connect App Manager access uploads and submits. Dev handles rating prompt. |
| Testing | Ads: compare custom page vs default by ad group (tap rate and conversion rate). Organic: App Store Connect's Product Page Optimization can A/B test the default page against up to 3 versions. |
| Reuse | Once DFS works, the same template becomes BikerPlanet, Farmers, Widower and the rest. Swap photos and headlines. |