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

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On Wednesday, December eighth (or Tuesday the seventh, relying in your timezone) Apple has absolutely launched two long-awaited options for App Retailer Optimization (ASO), Consumer Acquisition (UA), and cell advertising consultants around the globe.


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These are in fact the brand new Customized Product Pages (CPPs) functionality for the App Retailer, in addition to native a/b testing, additionally known as Product Web page Optimization (PPO).

Vital discover: if you don’t see the CPP and PPO options inside your App Retailer Join Console, it’s possible because of the reality you didn’t opt-in for In-App Occasions after they had been launched. Should you go to this App Retailer Join Submission Hyperlink and click on on “Proceed” on the backside to opt-in (you want a Workforce Agent or an Account Holder permission) you’ll have entry to those options. Thanks!

All of the official particulars about Customized Product Pages

Within the massively anticipated announcement, there are a number of new particulars that make clear how important Customized Product Pages are for each ASO and UA crew on the planet. Let’s recap.

  1. You possibly can create as much as 35 CPPs per app revealed on the App Retailer at any given time


As beforehand introduced, you’ll be capable to create as much as 35 Customized Product Pages for every of your reside apps.

  1. You possibly can customise your Customized Product Web page screenshots, promotional textual content, and app preview for any of your web page’s localizations

For every CPP, you possibly can customise the above property for any localization you may have. This can imply that customers touchdown in your Customized Product Web page (after they faucet on its distinctive URL or view a Storekit Rendered advert on an advert community) will view the localized Customized Product Web page variant with the customized property you created.

  1. When you’ve created a CPP you should use its distinctive URL

You’ll obtain a novel URL that you should use in every single place you utilize hyperlinks, to drive site visitors to your touchdown web page. That may very well be e mail advertising, cross-promotion, your cell web site, and paid UA campaigns which have a configurable URL vacation spot.

  1. Advert Networks will assist Customized Product Pages by means of Retailer-kit rendered advertisements

That is fairly large. Many advert networks don’t assist configurable URL locations of their paid campaigns setup, as they use a Storekit rendered product web page (an overlay of a product web page that seems inside the app that introduced the advert as a substitute of sending the person to the complete App Retailer app).

This announcement signifies that you’ll be capable to use Customized Product Pages in each advert community by specifying a novel CPP identifier within the marketing campaign setup.

  1. Early subsequent 12 months, Apple Search Advertisements will assist Customized Product Pages so you should use them to create tailor-made advert variants

As anticipated, Search Advertisements can even assist CPPs, which is able to will let you create variants of your product pages which might be essentially the most interesting for various key phrase teams. Envision a CPP in your competitor-keyword group, or a sure style key phrase group (match-3, vs. residence ornament) that showcases essentially the most related messaging and creatives for that viewers.

Really groundbreaking.

  1. Customized Product Web page Measurement by means of new information in App Retailer Join

Related information for Customized Product Web page efficiency shall be surfaced by means of App Retailer Join, corresponding to product web page views, first-time downloads, redownloads, retention and common proceedings per paying person. That is going to be essential to know the conversion charges of every product web page and the efficiency of the funnel you’re utilizing it for as an entire, together with the worth that customers from that funnel generate within the type of retention and gross sales.

All of the official particulars about Product Web page Optimization

Equally to Customized Product Pages, Apple has offered extra colour on Product Web page Optimization (PPO), or the potential to run native a/b checks in your default App Retailer Web page.

As a reminder, PPO solely runs in your default product web page, that may, in the event you leverage Customized Product Pages correctly by driving your whole paid UA site visitors to them, obtain solely natural site visitors. So PPO in a nutshell is a option to A/B check your “natural” App Retailer product web page for natural search and browse site visitors.

  1. Product Web page Optimization a/b checks shall be proven solely to iOS 15 customers (or later)

First a aspect word that’s necessary to take into consideration. Solely iOS 15 customers shall be “eligible” to view a PPO check. As of now, iOS 15 adoption stands at about 56% and I count on it to quickly cross the 70% mark. As adoption continues to rise, extra pattern site visitors shall be accessible for testing.

  1. Your can check your screenshots, app preview movies, and icons by means of as much as 3 completely different remedies (or completely different product web page variations)

For PPO a/b checks, you possibly can check your product web page screenshots, app preview movies and icons. For icons although, you’ll must submit a brand new app model with the icons you need to check within the binary of the app, as Apple will be sure that a person who downloaded your app by means of a variation with a sure icon can even see that icon on their homepage.

Should you’re making use of a winner to all 100% of customers and that winner had a unique icon than the one in your management variant, you’ll have to incorporate that new icon within the subsequent app model submission.

  1. You possibly can check as much as 3 completely different remedies for every a/b check and select the site visitors proportion

You possibly can set as much as three completely different remedies for every PPO a/b check and you may select the proportion of your general site visitors that will get to the check, in increments of three%.

For instance, in the event you allocate 40% of your site visitors for the check, then 60% of the site visitors will proceed to the unique product web page. The 40% shall be break up for every therapy (if in case you have two remedies every will get 20% of your general site visitors).

As a reminder, in the event you configured your cell advertising and UA in a means that all your paid UA site visitors reaches Customized Product Pages, then the site visitors eligible for the check shall be solely natural search and browse site visitors.

  1. You possibly can select the localizations you need to embrace within the check

For every check, you possibly can configure the localizations you need to be included within the examined viewers. Which means in the event you select all localizations (the default) in your remedies, then customers will see a localized model of their language.

Should you excluded a sure localization from the check, the customers in that localization will solely see your unique product web page and received’t be included within the check.

5. You possibly can estimate your check period and if it’s possible, you’ll attain no less than 90% confidence within the outcomes

There’s a fairly useful function that permits you to estimate the period of your check. It permits you to select a desired enchancment to CVR and see consequently the quantity of impressions you’ll want to succeed in no less than 90% confidence, and if in case you have adequate site visitors. Checks shall be closed mechanically after 90 days no matter reaching confidence or not.

6. Customized Product Pages would possibly seem in featured placements

In keeping with the announcement, though Customized Product Pages received’t seem when a person searches the App Retailer, they may seem within the At the moment, Video games, and Apps tabs if the editorial crew finds it appropriate. I don’t count on this to occur quite a bit anyway, however take into consideration it’d.

7. While you apply a therapy as a winner whereas the check remains to be working, it’ll mechanically finish the check


This motion can’t be undone, so watch out when making use of a therapy as a winner. While you apply a therapy, solely the screenshots and preview movies shall be carried out. If the profitable therapy has an icon, it’s important to embrace it along with your subsequent app model because the default app icon.  

8. Extra colour on what the monitoring and outcomes of the checks seem like 

A number of cool issues within the PPO a/b check outcomes display are:

  • You possibly can see the elevate from the baseline CVR for every therapyand you possibly can select a unique baseline (as one of many remedies) which lets you “mark the management”. You’ll see in the event you managed to succeed in confidence between two remedies and never simply between a therapy and the management.
  • When adequate information is collected, you’ll begin seeing extra info within the remedies CVR playing cards corresponding to: performing worst, performing higher, or essentially the most fascinating one “more likely to be inconclusive” which predicts {that a} variant is unlikely to provide a CVR change both means by the point the checks will finish.
  • You possibly can see the CVR by therapy in a time-series graph that’ll make it easier to perceive seasonal (more than likely weekly seasonality) results on the outcomes of the checks.

Final necessary discover: Now you can submit a number of entities for evaluation apart from your app model and your default product web page metadata. In-App Occasions, Customized Product Pages, Product Web page Optimization remedies. While you’re awaiting evaluation for these entities, your means to submit extra property (together with your app model) shall be on maintain till the App Retailer Assessment crew finishes the evaluation. So be diligent in your submission planning, particularly with time-sensitive entities.

The largest factor that’s occurred in your App Retailer Optimization (ASO) and cell advertising efforts

There’s a brand new period for cell entrepreneurs – the period of being answerable for your cell set up funnels. Each advert community and channel, each marketing campaign and advert artistic, each search advert key phrase group, all natural funnels. All of those funnels will now finish with the proper message for the proper viewers in your CPPs and your natural product web page.

From the checks we’ve accomplished and the info we’ve collected over the previous seven years, it’s clear that leveraging these instruments and tailoring the proper product web page for every viewers can improve development by a number of magnitudes of scale if accomplished proper.

The crew is right here that can assist you succeed and obtain simply that.

Begin Leveraging the brand new options

It is a new period for App Retailer entrepreneurs around the globe. Gone are the times whem you needed to depend on a single product web page and a single set of creatives and messaging to convey all of your paid & natural audiences to put in.

You now have all of the instruments you must implement tailor-made, highly-performing set up funnels and hit the proper viewers with the proper creatives and messaging to maximise conversion charges. This can have an immense affect in your means to extend development in your apps and video games.

Take into consideration this analogy from the world of internet advertising.

Till now, it’s as in the event you’ve solely had a single homepage to make use of to drive demand and customers to your product. Out of the blue, you possibly can have a tailor-made touchdown web page for every phase of your viewers, showcasing completely different use instances and advantages. Groups that received’t implement these new capabilities could be staying in a 1-page web site period as a substitute of an period the place web sites will be customized and customised.

The crew’s mission was all the time to empower cell entrepreneurs, ASO managers, and UA practitioners with the applied sciences and experience they should maximize development and over-deliver on their KPIs.

We’re completely happy to be right here for you on this second, and give you the tech and experience you must succeed with every of those options:

Stoermaven for Customized Product Pages

  1. Leverage our ground-breaking viewers segmentation and funnel evaluation answer, Funnel Analytics, to simply establish alternatives for Customized Product Pages. Uncover which audiences and funnels it’s best to implement them on to maximise development.

This consists of understanding the contextual funnels which might be at present driving paid development, by sub-publisher and our model new contextual taxonomy (assume figuring out a funnel of site visitors coming in from “detective themed puzzle video games”).


  1. Leverage our experience in going from CPP thought to data-driven CPP design transient, to totally designed CPPs utilizing the Inventive Studio.
  2. Check your Customized Product Pages utilizing expertise to enhance conversion charges.
  3. Monitor efficiency for Customized Product Pages over time and all the time focus your CPP artistic optimization efforts the place they matter most. Furthermore, perceive CPP efficiency, together with downstream information corresponding to retention and gross sales, which is able to will let you perceive the effectiveness of your paid campaigns that leverage CPPs.