Four checks to run before you pay for help
Run these in order. Each layer feeds the one after it, a broken first impression caps everything downstream of it.
- Run your capsule art through a contrast and legibility check. Open the Steam Capsule Analyzer and paste in your header capsule. If it flags weak contrast, small text, or a cluttered composition, that alone can suppress your click-through before a shopper ever reads your description. This one check isn't a substitute for a full asset review, for the complete 20-item, asset-by-asset spec (screenshots, description, trailer, and more), see the pre-launch Steam store page checklist.
- Pull your last 30 days of store page conversion rate. Your conversion rate is the share of people who land on your page and wishlist it, the single number that tells you whether the page itself is doing its job once someone arrives. A rate that's been flat or falling for a month points at the page, not at your traffic sources.
- Check whether your wishlist count is climbing or flat. Total wishlists tell you size; the trend over the last two weeks tells you whether growth is still happening. A flat trend despite active posting is a stronger signal than the raw total on its own.
- Confirm your store tags match how players actually search for your genre. Steam's discovery queue and genre pages are fed directly from your own tag choices. The wrong tags mean fewer of the right browsers ever see the page at all, no matter how good the capsule or the copy is.
How to use this checklist
Work the layers in order: capsule first, then conversion, then velocity, then tags. The earlier layer controls how many people ever reach the later ones, so fixing tags before fixing a weak capsule wastes the extra traffic tags would send.
Once all four checks come back healthy, the problem probably isn't the page itself. It's somewhere else in the broader Steam game marketing plan: which channels are getting attention, whether creator outreach is landing, or whether the timing around a beat like Steam Next Fest is right.
Paying for help on a page that already checks out is money spent on the wrong layer.
Immutable AI reads a studio's own store page, demo, and channel data automatically and tells the team the one action worth doing this week, turning this manual four-check pass into a live status instead of something you have to remember to re-run.
Common mistakes when running this audit
Auditing everything at once instead of one layer at a time. Trying to judge capsule, conversion, velocity, and tags in one sitting makes it hard to tell which fix actually mattered when something improves later. Run them in order and note the result of each before moving to the next.
Trusting "it looks fine to me" over an actual tool. A capsule that reads clearly to the person who made it often fails a contrast check cold, because familiarity with your own game fills in gaps a first-time shopper doesn't have. Run it through the analyzer instead of eyeballing it.
Asking for outside help before running any of these checks. A consultant's first move is usually to re-derive exactly what a free tool already tells you for free. Doing the four checks yourself first means any paid help starts from a real diagnosis instead of general advice.
Treating a healthy page as proof the whole plan is working. A page that passes all four checks is one piece of a marketing plan clearing, not proof the rest of it is. Wishlist growth and creator outreach can still be the actual gap.
Sources: Steam Capsule Analyzer methodology (Immutable, published); Steamworks store page and discovery documentation; Immutable Steam store page conversion research.
