Apple announced its new operating system design, iOS 15, at WWDC quite a while ago. They also announced a change in the way they rank products on the App Store. Among all those changes of iOS15, Product page optimization and custom product pages are now more important than ever. But are app publishers, marketers aware of what kind of changes we need to do? Or how to use PPOs and CPPs effectively?

What is a Custom Product Page?

Custom product pages are diversified versions for App Store Product Page. With custom product pages, it’s now available to test different content, visuals, or offers. In that way, app marketers can create personalized pages that are relevant to their target audience directly.

It’s possible to create up to 35 variants of a custom product page. You can easily change general content like promotional text, screenshots, and the app preview video. Once you created different Custom Product pages, you can have unique URLs for each of them. This gives the ability to create different pages for each marketing campaign which can be email marketing, influencer marketing, or any other UA campaign.

As Custom Product Pages data is shared on App Store Connect, you can track all necessary metrics like product page views, first-time downloads, redownloads, avr. paying per user etc.

Using Custom Product Pages

Custom product pages are basically designed to offer different content to each persona and ad network. Using CCPs is a logical way to promote the right materials to the right users. With CPPs, you can:

  • Test your content: To understand which theme, content, promotions, screenshots are most attractive you can test different variables based on the target audience profile.
  • Test different segments: Segmenting is another way to test your audience. You can divide your audience such as demographic or geographic to analyze each segment’s behaviors and decide the marketing strategies according to it.
  • Test keywords: You can optimize the keyword search for each CPP and test what’s working best for Apple Search Ads.

How will custom product pages impact ASO?

ASO is a huge part of the App Store ranking. But are Custom Product Pages really effective on ASO? Since Custom Product Pages are a way to test different user acquisition campaigns, they are not effective in ranking directly. Because the main app’s title, subtitle, keyword field, or category will remain the same while testing different custom product pages. On the other hand, since effective UA campaigns will boost app installs, that will have an effect on ASO. We can say that with successfully implemented Custom Product pages, it’s also possible to see an organic increase in Apple’s search results but without a direct impact.

In addition to this, it’s expected for CCPs to be compatible with Apple Search Ads. This means it may be useful to increase keyword conversion rates because the best-performing ones will be analyzed already. It’s important to understand that Custom Product Pages are mainly designed to increase paid campaigns’ performances but the outcomes can be helpful to use for organic search results as well.

Product Page Optimization for iOS15

The other key change is to be able to test different product pages. As Product Page Optimization for iOS15 is not the same as Custom Product Page, we’re here to explain the differences.

With PPO, it’s only allowed to test your main product page with different variables. That means while Custom Product Pages are serving paid campaigns, Product Page Optimization is more for organic search and browse traffic.

A/B testing with Product Pages

An A/B testing strategy can help increase your chances of ranking well on the search results. Product page optimization allows you to test different versions of your product page, which is then shown to visitors who have never been exposed to your business before or those who have visited your business before but haven't converted yet. This ensures that you're showing them the best possible experience as soon as they land on your product page, so they'll convert and become a paying customer.

Customizing your product page is the first step in creating a successful A/B testing strategy. Before you can determine which page design will work best, it's important to know what kind of information you want to include on the page.

The beauty of app store optimization is that you don't need to create different versions of your app. You can change the details of your product pages instead. The keyword here is 'details'. This includes everything from the design of the text, images, and other graphics on the page.

When designing your product pages, there are important factors you'll need to consider:

  • A/B Tests will only be available to users with iOS15 or later
  • You can test up to 3 different treatments or variations
  • You can test Product Pages according to different locations (which is very important for localization)