On this information, we’re going to totally look into Customized Product Pages, speaking about technique, processes, and extra so as to leverage their full potential.
Table of Contents
Why do you have to care about Customized Product Pages?
Customized Product Pages present cell entrepreneurs or consumer acquisition professionals the flexibility to create totally different product pages for various audiences for the primary time ever on the App Retailer.
Within the 2022 actuality, we’ve skilled two drastic shifts:
- Focusing on capabilities are considerably tougher as Apple has de-facto deprecated the IDFA.
- The flexibility to measure the efficiency of paid UA campaigns by ROAS has additionally been considerably harm (particularly with self-attributing-networks similar to Fb.) The ultimate frontier the place that is doable is through advert networks that also have interaction in Fingerprinting, a follow that Apple is almost definitely to ban (vehemently) very quickly.
Customized Product Pages permit you to direct paid UA visitors (or different owned media visitors similar to electronic mail, cross-promotion out of your different apps, and many others.) to Customized Product Pages, maximizing conversion charges from them through messaging and creatives.
On this new world the place the duty to succeed in a high quality viewers has handed from the advert community to entrepreneurs, most UA groups at the moment are fascinated with paid contextual funnels as a technique to attain their highest-quality customers, which may seem like this:
If you establish the contextual funnels that drive to your app essentially the most visitors, installs, retention, and in-app purchases or in-app promoting revenues, it’s doable to maximise conversion charges and progress from funnels through the use of higher creatives and messaging for that viewers section.
If up to now you had to make use of your default product web page which aimed on the lowest-common denominator for all of your viewers segments, or was tailor-made to affect one particular section to put in on the expense of others, now you possibly can implement the proper creatives & messaging to your prime funnels.
Attaining success with CPPs will imply larger volumes of installs, ranges of retention, and revenues that you could attribute to your advertising and marketing efforts.
The actually cool factor about CPPs is: they permit the measuring of impressions, downloads, redownloads, retention, common proceedings per paying customers, and gross sales, tying them to the advertising and marketing effort (like a paid UA marketing campaign) that was deployed to drive visitors to that product web page.
This implies among the visibility you had within the IDFA period is being returned to you when it comes to measuring and reporting on the success of UA efforts.
What’s a Customized Product Web page technique?
Now you perceive the worth of CPPs and the way they drive worth to you as a cell marketer (serving to you over-deliver in your KPIs as a substitute of counting on poor conversion charges from the default App Retailer product web page).
A CPP technique is way more than simply metadata adjustments on the App Retailer. It’s a paid viewers progress technique which in easy phrases is: essentially the most environment friendly technique to obtain the purpose of maximizing your paid viewers progress to your apps and video games.
This technique, at a high-level, has a number of steps:
- Phase your paid viewerscontextually to know who these audiences are that drive a lot of the worth to your app.
- Analysis these viewers segments by the context they arrive from, and develop hypotheses to what would inspire them essentially the most to put in.
- Translate these hypotheses to Customized Product Web page concepts (with tailor-made screenshots and app preview movies.)
- Deploy new CPPs to your prime funnels and monitor their efficiency (over-time and vs. the earlier efficiency within the interval when that visitors reached the default product web page.)
- Check CPPs by deploying a CPP testing expertise.
- Iterate on Customized Product Pages by repeatedly testing and monitoring your paid UA funnel efficiency and reacting to adjustments in efficiency in real-time.
The right way to section your viewers and discover Customized Product Web page alternatives?
With a view to obtain step one of the technique, you have to analyze the sources from which your paid UA visitors is touchdown in your App Retailer product web page. This implies trying on the particular person apps and video games driving that visitors, then grouping them by context.
Let’s outline context for a sec.
Supply apps (or sub-publishers) are driving visitors to your advert since you buy advert stock on advert networks that work with these sub-publishers to serve adverts to their customers. There’s a ton you possibly can study from analyzing and finding out this knowledge if you’re grouping sub-publishers. The teams ought to be based mostly on the kind of viewers and their motivations that play/use that sort of recreation or app.
Whereas there are a number of sensible issues you possibly can find out about your viewers by grouping sub-publishers based mostly on App Retailer class (similar to puzzle), there are method extra learnings if you perceive that inside that puzzle class you’re getting 70% of your downloads from solitaire video games, 20% from poker video games, and 10% from tile-puzzles.
Every one among these teams inside the puzzle class has a totally totally different viewers that performs video games for various motivations. These audiences would have totally different elements/worth guarantees of your recreation/app motivating them to put in. For instance, the Solitaire viewers that’s searching for single-player psychological challenges and the poker gamers searching for pleasure and massive wins.)
The way in which you’ll market your recreation for these two audiences is totally totally different.
So, context is actually studying about who an viewers is, what motivated them to answer your adverts, and what would inspire them to put in your product by trying on the contextual group that the sub-publisher got here from belongs to.
Segmenting your paid UA viewers by context is a really difficult, data-heavy, job that requires numerous knowledge engineering. To not point out an clever taxonomy of the actual group a sub-publisher belongs to (and never simply their high-level App Retailer class.)
Fortunately, the crew has developed simply that. We name it Funnel Analytics.
The right way to develop hypotheses, flip them into designs, and deploy CPPs?
You’ve segmented the viewers and recognized your prime alternatives (which might be based mostly on gross sales, retention, downloads, or the rest your organization and crew marked as an goal.) Now it is advisable develop a number of hypotheses for what could be the fitting creatives and messaging to transform the Solitaire gamers or the Poker gamers.
This requires an understanding of App Retailer habits, what labored for comparable audiences up to now, greatest practices for designing App Retailer creatives, and viewers and competitor analysis.
You’ll be able to learn extra concerning the testing methodology we got here up with on our ‘Final Check Sequence’.
The right way to enhance Customized Product Web page conversion charges?
One other necessary aspect that will drive your technique is testing your Customized Product Pages to show or disprove your speculation.
Let’s say you could have one speculation: the Poker gamers will convert extra when proven a product web page that focuses in your recreation’s every day awards and bonuses mechanic. Your second speculation: they’d really convert extra when proven a web page showcasing your PvP mechanic and its social play points.
Though Apple launched Product Web page Optimization, the App Retailer functionality to run A/B assessments natively (with various limitations) works solely in your default product web page, not on Customized Product Pages.
There are a number of doable methodologies to check CPPs by making use of distinctive data-science-driven fashions on the efficiency knowledge of every Customized Product Web page and the way it performs for a similar viewers.