Apple’s Custom Product Pages
What are Apple’s Custom Product Pages?
Apple’s Custom Product Pages are a new feature by Apple, first announced at the company’s World Wide Developer Conference on June 7th, 2021. This feature now allows developers to create up to 35 custom product pages. Each custom product page now can have a different app preview video, screenshots, and promotional text.
These 35 custom product pages are accessible through a unique Apple App Store URL that can be used to drive specific audiences to.
The main usage of this feature is to create an App Store product page that conveys the optimal messaging for a specific audience. Users will get to these custom store pages by directly driving traffic there via a custom and unique App Store URL.
This allows developers to use this URL with different paid UA campaigns and match the messaging that is conveyed through the ad creatives in that campaign to the messaging on the custom store page.
Other use cases might be to utilize a custom store page for an influencer campaign, mobile website traffic, or even cross-promotion in other apps/games owned by a specific developer.
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Why Are Custom Product Pages Important?
Apple’s Custom Product Pages have the potential to revolutionize your app marketing strategy because they allow you to create personalized experiences for your audience.
How to Use Custom Product Pages
Let’s say you’re about to partner with a well-known influencer. As part of the partnership, the influencer has agreed to promote your app to their many Instagram followers. The goal is to drive a steady stream of traffic to your App Store product page and increase downloads.
To take full advantage of this campaign, you create a Custom Product Page that includes a video of the influencer using your app. That way, when the influencer’s audience clicks the link and visits your App Store product page, they’ll feel comfortable. Why wouldn’t they? An influencer they already know, like, and trust is there promoting the app.
Apple’s Custom Product Pages can be personalized to any segment of your audience, allowing you to easily target specific groups of people and boost your conversion rate.