Most store visitors decide in a few seconds, and most of them never scroll. The icon, the title and the first two screenshots carry almost the entire decision.
The first screenshot is the pitch
Lead with the outcome a user gets, in one short line, over a screen that shows it. Feature tours belong further along, for the visitors who are already interested.
Test one change at a time
Store experiments are slow and noisy. Change a single element, run it long enough to see a stable result, and keep a log of what you tried so the team does not repeat it.
