iOS 15’s Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now?

An early Christmas present from Apple. Its long-awaited iOS 15 features, Custom Product Pages and Product Page Optimization are finally out. What does it mean for mobile growth practitioners?

On Wednesday, December 8th (or Tuesday the 7th, depending on your timezone) Apple has fully released two long-awaited features for App Store Optimization (ASO), User Acquisition (UA), and mobile marketing experts around the world. 

These are of course the new Custom Product Pages (CPPs) capability for the App Store, as well as native a/b testing, also called Product Page Optimization (PPO).

Important notice: if you do not see the CPP and PPO features within your App Store Connect Console, it’s likely due to the fact you didn’t opt-in for In-App Events when they were launched. If you go to this App Store Connect Submission Link and click on “Continue” at the bottom to opt-in (you need a Team Agent or an Account Holder permission) you’ll have access to these features. Thank you!

All the official details about Custom Product Pages

In the hugely anticipated announcement, there are several new details that shed light on how significant Custom Product Pages are for every ASO and UA team on the planet. Let’s recap.

  1. You can create up to 35 CPPs per app published on the App Store at any given time 
iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 1

As previously announced, you’ll be able to create up to 35 Custom Product Pages for each of your live apps. 

  1. You can customize your Custom Product Page screenshots, promotional text, and app preview for any of your page’s localizations 

For each CPP, you can customize the above assets for any localization you have. This will mean that users landing on your Custom Product Page (when they tap on its unique URL or view a Storekit Rendered ad on an ad network) will view the localized Custom Product Page variant with the custom assets you created. 

  1. Once you’ve created a CPP you can use its unique URL 

You will receive a unique URL that you can use everywhere you use links, to drive traffic to your landing page. That could be email marketing, cross-promotion, your mobile website, and paid UA campaigns that have a configurable URL destination. 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 2
Source: https://developer.apple.com/app-store/custom-product-pages/
  1. Ad Networks will support Custom Product Pages through Store-kit rendered ads 

This is pretty huge. Many ad networks don’t support configurable URL destinations in their paid campaigns setup, as they use a Storekit rendered product page (an overlay of a product page that appears within the app that presented the ad instead of sending the user to the full App Store app). 

This announcement means that you’ll be able to use Custom Product Pages in every ad network by specifying a unique CPP identifier in the campaign setup. 

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Source: https://developer.apple.com/app-store/custom-product-pages/
  1. Early next year, Apple Search Ads will support Custom Product Pages so you can use them to create tailored ad variants 

As expected, Search Ads will also support CPPs, which will allow you to create variants of your product pages that are the most appealing for different keyword groups. Envision a CPP for your competitor-keyword group, or a certain genre keyword group (match-3, vs. home decoration) that showcases the most relevant messaging and creatives for that audience. 

Truly groundbreaking. 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 4
Source: https://developer.apple.com/app-store/custom-product-pages/
  1. Custom Product Page Measurement through new data in App Store Connect

Relevant data for Custom Product Page performance will be surfaced through App Store Connect, such as product page views, first-time downloads, redownloads, retention and average proceedings per paying user. This is going to be crucial to understand the conversion rates of each product page and the performance of the funnel you’re using it for as a whole, including the value that users from that funnel generate in the form of retention and sales.  

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 5
Source: https://developer.apple.com/app-store/custom-product-pages/

All the official details about Product Page Optimization

Similarly to Custom Product Pages, Apple has provided more color on Product Page Optimization (PPO), or the capability to run native a/b tests on your default App Store Page. 

As a reminder, PPO only runs on your default product page, that will, if you leverage Custom Product Pages properly by driving all of your paid UA traffic to them, receive solely organic traffic. So PPO in a nutshell is a way to A/B test your “organic” App Store product page for organic search and browse traffic. 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 6
Source: https://help.apple.com/app-store-connect/#/devb53f12312
  1. Product Page Optimization a/b tests will be shown only to iOS 15 users (or later)

First a side note that’s important to take into account. Only iOS 15 users will be “eligible” to view a PPO test. As of now, iOS 15 adoption stands at about 56% and I expect it to soon cross the 70% mark. As adoption continues to rise, more sample traffic will be available for testing. 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 7
Source: https://mixpanel.com/trends/#report/ios_15/from_date:-93,report_unit:day,to_date:0
  1. Your can test your screenshots, app preview videos, and icons through up to 3 different treatments (or different product page variations)
iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 8
Source: https://developer.apple.com/app-store/product-page-optimization/

For PPO a/b tests, you can test your product page screenshots, app preview videos and icons. For icons though, you’ll have to submit a new app version with the icons you want to test in the binary of the app, as Apple will ensure that a user who downloaded your app through a variation with a certain icon will also see that icon on their homepage. 

If you’re applying a winner to all 100% of users and that winner had a different icon than the one in your control variant, you’ll have to include that new icon in the next app version submission. 

  1. You can test up to 3 different treatments for each a/b test and choose the traffic proportion 
iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 9
Source: https://developer.apple.com/app-store/product-page-optimization/

You can set up to three different treatments for each PPO a/b test and you can choose the proportion of your overall traffic that gets to the test, in increments of 3%. 

For example, if you allocate 40% of your traffic for the test, then 60% of the traffic will continue to the original product page. The 40% will be split for each treatment (if you have two treatments each will get 20% of your overall traffic). 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 10
Source: https://help.apple.com/app-store-connect/#/dev811bef199

As a reminder, if you configured your mobile marketing and UA in a way that all your paid UA traffic reaches Custom Product Pages, then the traffic eligible for the test will be solely organic search and browse traffic. 

  1. You can choose the localizations you want to include in the test 

For each test, you can configure the localizations you want to be included in the tested audience. This means that if you choose all localizations (the default) for your treatments, then users will see a localized version in their language. 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 11
Source: https://help.apple.com/app-store-connect/#/dev811bef199

If you excluded a certain localization from the test, the users in that localization will only see your original product page and won’t be included in the test.

5. You can estimate your test duration and if it’s feasible, you’ll reach at least 90% confidence in the results

There is a pretty helpful feature that allows you to estimate the duration of your test. It allows you to choose a desired improvement to CVR and see as a result the amount of impressions you’ll need to reach at least 90% confidence, and if you have sufficient traffic. Tests will be closed automatically after 90 days regardless of reaching confidence or not. 

6. Custom Product Pages might appear in featured placements

According to the announcement, although Custom Product Pages won’t appear when a user searches the App Store, they might appear in the Today, Games, and Apps tabs if the editorial team finds it suitable. I don’t expect this to happen a lot anyway, but take into account it might. 

7. When you apply a treatment as a winner while the test is still running, it’ll automatically end the test

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This action can’t be undone, so be careful when applying a treatment as a winner. When you apply a treatment, only the screenshots and preview videos will be implemented. If the winning treatment has an icon, you have to include it with your next app version as the default app icon. Check out our complete guide to iOS app icon requirements.

8. More color on what the monitoring and results of the tests look like 

iOS 15's Custom Product Pages and Product Page Optimization are Officially Launched. What Should You Do Now? - 13
Source: https://developer.apple.com/app-store/product-page-optimization/

A few cool things in the PPO a/b test results screen are: 

  • You can see the lift from the baseline CVR for each treatment and you can choose a different baseline (as one of the treatments) which allows you to “mark the control”. You’ll see if you managed to reach confidence between two treatments and not just between a treatment and the control. 
  • When sufficient data is collected, you’ll start seeing more information in the treatments CVR cards such as: performing worst, performing better, or the most interesting one “likely to be inconclusive” which predicts that a variant is unlikely to produce a CVR change either way by the time the tests will end. 
  • You can see the CVR by treatment in a time-series graph that’ll help you understand seasonal (most likely weekly seasonality) effects on the results of the tests. 

Last important notice: You can now submit multiple entities for review besides your app version and your default product page metadata. In-App Events, Custom Product Pages, Product Page Optimization treatments. When you’re awaiting review for these entities, your ability to submit more assets (including your app version) will be on hold until the App Store Review team finishes the review. So be diligent in your submission planning, especially with time-sensitive entities.

The biggest thing that’s happened for your App Store Optimization (ASO) and mobile marketing efforts

There’s a new era for mobile marketers – the era of being in control of your mobile install funnels. Every ad network and channel, every campaign and ad creative, every search ad keyword group, all organic funnels. All of these funnels will now end with the right message for the right audience on your CPPs and your organic product page. 

From the tests we’ve done and the data we’ve collected over the past seven years, it’s clear that leveraging these tools and tailoring the right product page for each audience can increase growth by several magnitudes of scale if done right. 

The Storemaven team is here to help you succeed and achieve just that.

Start Leveraging the new solutions with Storemaven 

This is a new era for App Store marketers around the world. Gone are the days whem you had to rely on a single product page and a single set of creatives and messaging to convey all of your paid & organic audiences to install. 

You now have all the tools you need to implement tailored, highly-performing install funnels and hit the right audience with the right creatives and messaging to maximize conversion rates. This will have an immense impact on your ability to increase growth for your apps and games. 

Think about this analogy from the world of web marketing. 

Until now, it’s as if you’ve only had a single homepage to use to drive demand and users to your product. Suddenly, you can have a tailored landing page for each segment of your audience, showcasing different use cases and benefits. Teams that won’t implement these new capabilities would be staying in a 1-page website era instead of an era where websites can be personalized and customized. 

The Storemaven team’s mission was always to empower mobile marketers, ASO managers, and UA practitioners with the technologies and expertise they need to maximize growth and over-deliver on their KPIs. 

We’re happy to be here for you in this moment, and offer you the tech and expertise you need to succeed with each of these features: 

Stoermaven for Custom Product Pages

  1. Leverage our ground-breaking audience segmentation and funnel analysis solution, Funnel Analytics, to easily identify opportunities for Custom Product Pages. Discover which audiences and funnels you should implement them on to maximize growth. 

This includes understanding the contextual funnels that are currently driving paid growth, by sub-publisher and our brand new contextual taxonomy (think identifying a funnel of traffic coming in from “detective themed puzzle games”). 

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  1. Leverage our expertise in going from CPP idea to data-driven CPP design brief, to fully designed CPPs using the Storemaven Creative Studio. 
  1. Test your Custom Product Pages using Storemaven technology to improve conversion rates. 
  1. Monitor performance for Custom Product Pages over time and always focus your CPP creative optimization efforts where they matter most. Moreover, understand CPP performance, including downstream data such as retention and sales, which will allow you to understand the effectiveness of your paid campaigns that leverage CPPs. 

Storemaven for Product Page Optimization

  1. Leverage our ground-breaking audience segmentation and funnel analysis solution, Funnel Analytics, to easily understand your organic funnels from organic search and browse traffic sources. 

For example, understand what your top contexts are that bring you organic search traffic, so you can understand which audiences your organic/default product page should be optimized for. 

  1. Leverage our expertise in going from organic product page idea to data-driven design brief, to fully designed organic product pages using the Storemaven Creative Studio.
     
  2. Monitor performance of your organic product pages over time and always focus your creative optimization efforts where they matter the most.

If you’re interested in starting to unlock the value in custom product pages and product page optimization and see our platform in action, feel free to book a call with one of our experts by filling in the form below. Exciting times!

Jonathan Fishman
About Jonathan Fishman
Jonathan is Storemaven's VP of Marketing. Before joining Storemaven he spent ten years commanding tanks, working on Wall St., consulting high-growth companies, and exploring Black Rock City. In his spare time, he likes building things from wood, listening to Frank Zappa, and spending time with his daughter.

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