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App Spotlight: 23andMe - DNA Testing

March 18th, 2025

App Spotlight: 23andMe - DNA Testing
David Bell

by David Bell

CEO at Gummicube, Inc.

23andMe has solidified itself as a leader in at-home DNA testing, offering customers the ability to explore their ancestry, health, and traits. But even with its strong brand presence, 23andMe’s app could benefit from ongoing optimization efforts in the App Store. This is where App Store Optimization (ASO) comes into play. It's easy to think that a well-established app doesn't need much of an app store adjustment, but even top brands like 23andMe can miss opportunities to improve their search visibility, user engagement, and conversion rates.

ASO isn't just a one-time task — it’s a continuous process. As algorithms evolve and competition shifts, maintaining a fresh and competitive edge is crucial for your app. This week, in our App Store Spotlight, we’ll dive into 23andMe’s app listing, evaluating its title, subtitle, and creative assets. We’ll identify where it is doing well and where it could improve to better optimize its App Store presence. To gain perspective, we’ll also compare its strategy to a direct competitor, Ancestry: Family History & DNA, and discuss how optimizing screenshots can play a key role in boosting conversion rates. By the end of this blog, you'll see how small tweaks in ASO can lead to big results for even the most established apps.

TITLE & SUBTITLE ANALYSIS

Title: 23andMe – DNA Testing

23andMe’s title is straightforward and clearly communicates the app’s primary function. By including "DNA Testing," the title helps the app appear in search results for relevant queries related to genetic testing and ancestry research. While this is effective, there may be opportunities to expand the title slightly to target more high-volume keywords without sacrificing clarity. Titles should always aim to strike a balance between brand identity and search optimization.

For example, adding a descriptive keyword phrase like "Insights" or "Ancestry" could strengthen search relevance while still maintaining brand recognition. 

Proposed titles to A/B test could look like:

  • “23andMe - DNA Tests & Insights”
  • “23andMe -  DNA & Ancestry”

In today’s competitive app marketplace, it’s not just about identifying what your app does, but anticipating what users are likely to search for. A few extra carefully chosen words can significantly impact an app’s discoverability in App Store search results, opening the door for new user acquisition.

Subtitle: Health + Ancestry

At just 17 characters out of the 30-character limit, 23andMe’s subtitle is clear and concise but leaves valuable space unused. Since subtitles play a critical role in both keyword indexing and search rankings, maximizing the available space could improve discoverability. For example, refining the subtitle to include more keywords related to health or family history could enhance the app’s visibility and increase its appeal to users looking for related services.

Potential improvements could include:

  • “Connect & Find Health History” – Adds an actionable element that appeals to users.
  • “Find Your Family Tree with DNA” – Enhances searchability for ancestry-related terms.
  • “Health History & Family Tree” – Expands on the health and genealogy aspects.

By refining the subtitle, 23andMe could capture more relevant searches, making it easier for users to find the app organically. Furthermore, optimizing the subtitle for clarity and relevance improves the likelihood that a user will not only discover the app but also be compelled to download it.

23andMe iOS Screenshots

CREATIVE REVIEW: OPPORTUNITIES FOR BETTER ENGAGEMENT

Current Screenshot Strategy

23andMe currently utilizes all 10 screenshot slots, which is a great practice. However, their execution lacks visual impact in several ways:

  • Their iPhone mockups don’t emphasize key features – The images primarily show basic UI previews, but they don’t effectively highlight what makes the app valuable.
  • Their text is too small and thin – Users skimming through won’t quickly grasp the key benefits.
  • Minimal variation between screenshots – The design remains static, missing opportunities to create a more engaging flow.

Areas for Improvement

To make the screenshots more compelling and conversion-driven, 23andMe could:

  • Increase text size and boldness – Retaining the colorful brand aesthetic but making the text more readable. This will ensure users quickly comprehend the value propositions, even when browsing quickly.
  • Use dynamic layouts – Tilted mockups, zoomed-in UI elements, or angled designs can make images more visually appealing, adding variety that captivates users' attention.
  • Incorporate storytelling elements – Adding family photos in opening or closing screenshots could make the app feel more personal and relatable, forging an emotional connection with potential users.
  • Add a call-to-action (CTA) in key screenshots – Phrases like “Discover Your DNA Story” or “Explore Your Ancestry Today” can reinforce user motivation, providing a clear path to engagement.
  • Include an App Store video – A 15-30 second preview showcasing DNA reports, ancestry maps, and health insights could significantly boost conversions by providing users with a more dynamic, immersive experience.

WHY SCREENSHOTS MATTER IN ASO

Screenshots are not just aesthetic additions—they are a critical part of an app’s conversion strategy. Research shows that users make download decisions within seconds, meaning screenshots must:

  • Instantly communicate value – Users should immediately understand what benefits the app provides, even without reading detailed descriptions.
  • Clarify key features – Screenshots should highlight the most compelling features of the app in an easy-to-understand way.
  • Build trust and encourage engagement – A visually appealing and well-organized screenshot gallery conveys professionalism, instilling confidence in potential users.

When an app’s visuals fail to stand out, users may bounce from the page without exploring further. 23andMe has a strong product, but refining its screenshot approach could improve App Store performance and drive more organic installs.

Best Practices for Effective Screenshots

To maximize engagement and conversion rates, an optimized screenshot strategy should focus on:

  • Highlighting Core Features First Since many users don’t swipe past the first few screenshots, the most valuable features should appear right at the start. For 23andMe, this means prioritizing:
    • Ancestry breakdowns – Show how the app maps family history, a core feature that attracts users interested in genealogy.
    • Health reports – Highlight personalized genetic insights, helping users understand the health benefits of using the app.
    • Trait exploration – Showcase fun and engaging genetic traits, making the app feel more personalized and exciting.
  • Using Readable, Skimmable Text Text should be minimal yet impactful. Instead of lengthy descriptions, opt for:
  • Bold, high-contrast fonts that stand out.
  • Short, benefit-driven phrases like “Explore Your DNA” or “Discover Your Heritage.”
  • Clear messaging without clutter, ensuring easy readability at a glance.
  • Maintaining a Consistent Visual Identity Every screenshot should align with the app’s branding, colors, and layout. This ensures:
    • A professional and polished appearance.
    • A cohesive storytelling approach from one screenshot to the next.
    • A recognizable look that matches other marketing materials, ensuring brand consistency across platforms.

Avoiding Common Screenshot Mistakes

Many apps fail to optimize their screenshots, leading to lower conversion rates. Here’s what to avoid:

  • Overloading Screenshots with Text – Users skim quickly, so keep text short and focused.
  • Using Generic or Irrelevant Images – Avoid stock photos that don’t represent the app’s actual interface.
  • Misaligned Creative Elements – Screenshots should target the app’s ideal audience and maintain a consistent visual style, ensuring clarity and appeal.

By implementing these improvements, 23andMe could significantly enhance its screenshot strategy, making the app more appealing to new users.

Ancestry iOS App Screenshots

COMPETITOR COMPARISON: ANCESTRY – FAMILY HISTORY & DNA

When analyzing 23andMe’s ASO, it’s helpful to compare it to Ancestry: Family History & DNA, a direct competitor. Ancestry has a more refined approach to both its title, subtitle, and screenshots. It’s useful for 23andMe to learn from these practices in order to improve its App Store performance.

Ancestry’s Subtitle: Genealogy, Ethnicity & Stories

Ancestry’s subtitle fully utilizes the 30-character limit, incorporating:

  • Genealogy and ethnicity – Core features that attract search traffic.
  • Stories – A unique differentiator that suggests more than just raw DNA data. This approach emphasizes the emotional and narrative appeal of family history, which is a key selling point for potential users.

By contrast, 23andMe’s subtitle is shorter and doesn’t fully take advantage of search indexing opportunities. To stay competitive, 23andMe could explore similar strategies by enhancing their subtitle to reflect more than just DNA testing.

Ancestry’s Creative Strategy

Ancestry excels in screenshot optimization with:

  • Large, bold text that is easy to read.
  • Zoomed-in iPhone mockups for better feature visibility.
  • Strategic use of keywords within screenshot overlays.
  • A variety of layouts to create a more dynamic, engaging visual flow.

By adopting some of these techniques, 23andMe could strengthen its App Store presence and improve user engagement. Competitive analysis is a vital part of any ASO strategy, and by carefully examining what works for others, an app can incorporate similar approaches and avoid common pitfalls.

FINAL THOUGHTS: HOW 23ANDME CAN IMPROVE ITS ASO STRATEGY

23andMe is a well-established brand with a strong market presence, but its App Store listing could benefit from key refinements to better engage users and drive downloads. With the right optimizations, the app could improve visibility, user engagement, and conversion rates—leading to better overall performance.

Key ASO improvements include:

  • Optimizing the subtitle to maximize search visibility.
  • Enhancing screenshots with bolder text, dynamic layouts, and storytelling elements.
  • Leveraging an App Store video to provide a deeper look into features.
  • Taking inspiration from competitors like Ancestry to improve creative strategy.

These adjustments could help 23andMe stay competitive while ensuring the app remains easily discoverable for both new and returning users.

LET’S CHAT!

Optimizing an app’s title, subtitle, and visuals is essential for boosting visibility and increasing conversions. If you’re looking to enhance your ASO strategy, Gummicube’s team of experts and 15 years of experience can help. Contact us today to learn how our data-driven approach can elevate your app’s App Store performance.

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