Unlock the Possibilities of Apple’s Custom Product Pages

3 months ago
Unlock the Possibilities of Apple’s Custom Product Pages Image

There’s a feature in the Apple mobile ecosystem that can dramatically enhance how you market your app.

Custom product pages allow you to segment your digital products in ways that will increase conversions and revenue. You can tailor your landing pages and create custom search ad campaigns that match customer demographics.

The App Store hosts over 2 million apps, and users have short attention spans. Employing custom product pages can ensure a uniform and uninterrupted journey for users throughout their acquisition experience—from Apple Search Ads to the App Store. With the right approach, custom product pages can be a game-changer for your app’s success.

How can you get the most out of custom product pages with a new or existing app? If you aren‘t currently using custom product pages, now is a great time to implement them to gain an edge over your competition. Beyond user targeting, you can promote a seasonal event, showcase culturally relevant content, and more.

What are Apple custom product pages (CPPs)?

Every app on the App Store has a product page, also known as an app store listing. Beyond this main page, Apple‘s custom product pages enable you to customize the look and feel of your Apple product for specific audience segments, keywords, or promotions.

With Apple’s custom product pages, you can design up to 35 different versions of your app’s store listing. You can use these variations to optimize search ad campaigns and promote unique listings through shareable URLs.

Key Features

  • Customization: You can change ‌three assets on the variations of your product page: screenshots, app previews, and promotional text.
  • Discoverability: You can optimize each page using specific keywords for search and messaging that expands your reach.
  • Localizability: You can use different languages, so custom pages reach audiences in multiple countries.
  • Control: You can use the App Store Connect API to make changes across multiple custom pages simultaneously.

Android vs. iOS

Apple has always been known for its strict control over the user experience of iOS apps. Apple custom product pages enable greater control and creativity to market your app. While Google’s Play Store provides more flexibility through its custom store listings, Apple is catching up with custom product pages.

Here, we’re focusing on Apple‘s feature set, but the benefits and best practices apply across platforms.

Benefits of Custom Product Pages

Improved App Marketing Metrics

Custom product pages are crucial in conversion rate optimization (CRO) and app store optimization (ASO). Custom pages can help you to:

  • Increase CRO: By tailoring your messaging and visual design to your target audience, you’ll increase the likelihood that users will download your app.
  • Improve ASO: Multiple versions of your store listing can capture more promotional traffic and improve keyword and engagement metrics.

With the right strategy, customer product pages can significantly boost user acquisition and marketing ROI.

Targeted Search Ads

Custom product pages in Apple’s App Store and Search Ads allow for different ad variations and strategic campaigns targeting different types of users. These features help potential customers better understand the app before downloading it.

For instance, the app Mountain Climber can run separate ads targeting cyclists, hikers, and rock climbing enthusiasts. Based on the URL clicked, those ads drive potential users to three tailored custom product pages for the same app. You’re increasing the chances of app conversions by corresponding the custom App Store page with the ad creative that attracted the customer in the first place.

Custom Product Pages Mountain Climber

Tailored Testing

It’s important to note that custom product pages won’t appear in organic search results on the App Store. Of course, the organic experience is still important, and you can improve it using Apple features for testing tailored to your marketing goals.

Split Testing Through Product Optimization

Using Apple’s product page optimization feature, you can perform split tests on up to three distinct “treatments” of your default page. However, the elements you can adjust are limited to visuals—app icon, preview video, and screenshots. After determining the most successful treatment, you can apply it to your app’s default page, ensuring all users receive the most impactful organic search result.

Apple Product Page Optimization

Variable Testing With Custom Pages

While Apple‘s split testing tool for product page optimization has benefits, custom product pages may offer a more reliable approach to testing theories about your app page. By designing multiple custom pages with unique designs or copy, you can evaluate which version performs better in engagement metrics, conversion rates, and return on investment. You can then apply those learnings to improve your organic default page.

Creating a Custom Apple Product Page

Apple provides a detailed technical guide when you are ready to configure your product pages. Before taking that leap, consider the following insights to guide your efforts to success.

Identify Your Target Audiences

App Product Page Tiktok

Designing effective pages that resonate with multiple target audiences requires a deep understanding of each audience’s specific needs and preferences.

For example, a TikTok user’s preferences will vary based on specific demographics like age. You’ll want to learn those preferences in depth to get the most out of any customized versions of these landing pages.

Before embarking on a custom product page project, researching your target audiences is an obvious first step. You can effectively focus your efforts where they’ll have the most impact through user surveys, testing, and analysis.


User surveys can help you gather feedback and insights from your target audience on their needs, preferences, and pain points. You can use online survey tools like SurveyMonkey or Google Forms to create and distribute surveys to your target audience.


User testing involves observing users as they interact with your app to identify areas of improvement and gather feedback. You can use remote user testing tools like UserTesting or Userlytics to conduct user testing sessions with your target audience.


App Store analytics can provide valuable insights into your target audience’s behavior and preferences. By analyzing App Store data such as user reviews, ratings, and search queries, you can better understand your audience‘s needs and preferences.


Creating multiple versions of your app page can be time-consuming and may require additional resources. Consider focusing your efforts on your most valuable audience segments, where you can maximize the impact of your custom product pages while minimizing the resources required to create them.

Choose Strategic App Previews & Screenshots

The key benefit of custom product pages is the ability to segment what each user sees when they preview your app. Here are some tips to choose assets that will attract and convert your target user.

  • Emphasize features: Use your media to highlight your app’s key features and benefits. Targeted images and videos can catch the attention of different user segments.
  • Keep it concise: Use short video clips and images. Quickly and effectively communicate your app’s target value proposition to each of your audiences.

For instance, let’s consider a “Fitness Tracker” app targeting two user types: gym enthusiasts and busy professionals.

  1. For the gym enthusiast audience, you can use app previews to show users how to set up and customize their workout plans, track their progress, and view their stats and achievements.
  2. For the busy professional audience, you can use screenshots to showcase the app’s meal planning and nutrition features.

For either audience, users can see firsthand how the app can help them achieve their fitness goals at first glance.

Provide Relevant Content & Keywords in Promotional Text

Content about your app and relevant keywords in the promotional text help you attract the right users and increase conversions.

For example, if you’re developing three custom product pages for a healthcare app—one for patients, one for doctors and clinicians, and one for health organizations—here is how the promotional text and keywords might vary per page.

Custom Page for Patients

Promotional Text: Take control of your health with our intuitive healthcare app

  • Access personalized health information and track your progress
  • Connect with healthcare professionals and schedule appointments easily

Keywords: Healthcare app, personalized health information, track health progress, connect with healthcare professionals, schedule appointments

Custom Page for Doctors & Clinicians

Promotional Text: Streamline your practice with our advanced healthcare app

  • Efficiently manage patient records and appointments
  • Access medical resources and collaborate with colleagues

Keywords: Advanced healthcare app, practice management, patient records, appointments management, medical resources, collaboration tools for doctors

Custom Page for Health Organizations

Promotional Text: Transform your healthcare organization with our comprehensive app

  • Improve patient outcomes and streamline operations
  • Gain insights through data analytics and reporting tools

Keywords: Comprehensive healthcare app, patient outcomes, streamline operations, data analytics, reporting tools, health organization management

Measure & Optimize

After your customized product pages go live, you can gauge their effectiveness using App Analytics in App Store Connect. You can track product page impressions, downloads, re-downloads, and conversion rates to assess how well each page motivates app downloads. You can also measure retention and the average proceeds per paying user for each custom product page.

Custom Product Page App Store Connect

Another way to gain insights is to compare your custom product pages to your default. Doing so lets you determine whether users who downloaded your app through a custom product page tend to stay engaged longer or spend more on in-app purchases. This information can help you make informed decisions on how to optimize your app‘s marketing strategy.

Promoting Your Custom Product Page

Reach Broader Audiences With Distributed Campaigns

After developing a custom product page, you can share it through your promotional communications and marketing efforts with its distinct URL. Your app‘s marketing channels might include email marketing, social media, digital advertising, influencer programs, and promotions—the possibilities are endless.

For instance, an app that caters to sports enthusiasts might showcase the latest Superbowl champions in an email promotion and connect to the tailor-made product page that spotlights that team. The exclusive URL incorporates a new product page ID parameter into the standard product page URL.

Increase Impressions With Apple Search Ads

Apple Search Ads enable you to produce ad variations for App Store Today tabs and search results for eligible custom product pages. When you establish your ads campaign, you can customize your ad message and visuals for different audiences, product launches, or seasonal promotions.

Tailored product pages can greatly enhance the effectiveness of Apple Search Ads and thereby increase the ROI of your paid campaigns.

Custom Product Page Apple Keywords

Giving users a more relevant and individualized experience boosts the conversion rate of keywords and reduces the cost per install. Ultimately, you‘ll obtain more downloads—while paying less for each.

Promote Events for Maximum Exposure

Certain seasons, holidays, and events present great opportunities for increasing downloads. To capitalize on these moments, you can create custom product pages that showcase them. These pages can be tailored to highlight relevant features, promotions, or content related to the specific occasion, making your app more appealing to visitors.

There has been a lot of excitement around in-app events, as well. Adding to the iOS marketing arsenal are these timely in-app experiences, such as challenges, competitions, or special content launches, featured on your product page. In-app events have unique promotional capabilities and App Store discoverability.

Apple in App Events Product Page

Notably, all visitors to the custom or default product page will see the same in-app events. Understanding the diverse needs and motivations of your target audience can help in tailoring your marketing approach accordingly.

These are just a few examples of how in-app events and custom product pages can be used together strategically:

  • Engage existing users: You can re-engage existing customers through a pairing that piques their interest and encourages further engagement. For example, a user-targeted custom product page alongside an in-app event challenge.
  • Attract new users: You can target an untapped demographic by marketing specific promotions that expand reach. For example, a seasonal custom product page alongside a special in-app event featuring new holiday releases.

Whether for seasonal promotions alone or combined with in-app events, the specific implementation of custom product pages is in your hands. It’s important to adapt to your unique business context, promotional timelines, creative assets, and advertising approach to ensure success.

Final Thoughts

Improving Conversion Rates With Custom Product Pages

Custom product pages offer powerful freedom and flexibility, allowing you to segment your digital products in ways that boost conversions and increase revenue. You can use custom product pages to engage with users at any level and tailor your approach to your specific marketing goals.

With the fast-paced and competitive app landscape, innovating and adapting are crucial. By embracing the power of custom product pages, you can stand out from the crowd, captivate your target audience, and achieve significant growth for your app.

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This early testing phase allows for rapid iteration and improvements based on real user feedback, reducing the risk of building a product that doesn’t meet market demands. It helps identify potential issues or shortcomings, validate assumptions, and understand user behaviors. By embracing an iterative approach through MVP testing, businesses can refine their offerings and align them closely with user needs, ultimately increasing the likelihood of long-term success. What are the three features of MVP? Minimalism: MVPs are designed with the bare minimum features required to address the core problem or deliver the main value proposition. By focusing only on essential functionalities, development time and resources are optimized, allowing quicker iteration and feedback collection. Viability: An MVP must be viable and functional despite being minimalistic. It should be capable of providing real value to its users and fulfilling its intended purpose. This ensures the product is usable and useful enough to attract early adopters and gather meaningful feedback. Testing & Learning: The primary purpose of an MVP is to learn from user interactions and feedback. It serves as a testing ground to validate assumptions, gather insights, and understand user behavior and preferences. The feedback collected during this phase informs further product development, enabling iterative improvements and enhancements based on actual user needs. What are the success factors of the MVP? The success factors of an MVP can be summarized as follows: Clear Purpose: A well-defined purpose and problem statement that the MVP aims to solve, ensuring a focused and targeted approach. Minimal Features: Inclusion of only essential features necessary to demonstrate the product’s value proposition, reducing development time and costs. User-Centricity: A strong focus on understanding and addressing user needs, ensuring the product resonates with the target audience. 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Explainer Video MVP: Businesses create a video demonstrating how the product will work and its benefits. This allows for feedback and gauging user interest without fully building the product. Prototype MVP: While not a fully functional product, a prototype gives users a tangible representation of the product’s appearance and key features. This can be valuable for early feedback and testing assumptions. Piecemeal MVP: In this approach, only specific components or modules of the product are developed as an MVP, providing partial functionality. This helps test critical features and gather feedback without a full product release. Single-Feature MVP: The MVP focuses on one core feature of the product, showcasing its value to users. This approach helps validate the most crucial aspect of the product before further development. Pre-Order MVP: Businesses offer pre-orders for the product, allowing them to assess market demand and gather funds for development before fully launching. Crowdfunding MVP: Crowdfunding platforms are used to showcase the product idea and gain financial support from backers. This validates the product’s appeal and generates funding for development. Limited Beta Release: One strategy for releasing a product is to first launch it to a small group of early adopters or beta testers. This allows for feedback to be gathered and areas for improvement to be identified before a full-scale release. Each MVP launch type has advantages and suits different situations, but the common goal is to validate the product idea, gather user feedback, and inform future development decisions. What are the key principles of an MVP? The key principles of an MVP are: Minimalism: An MVP should have the minimum set of features required to address the core problem or deliver the main value proposition. Avoid unnecessary complexities and focus on the essentials to expedite development and gather feedback efficiently. Fast Iteration: The MVP development process should prioritize speed and agility. Rapidly build, test, and iterate based on user feedback to improve the product continuously. User-Centricity: Place the user at the center of the MVP’s design and development. Understand user needs, pain points, and behaviors to create a product that resonates with the target audience. Validating Assumptions: An MVP serves as a tool to validate assumptions and hypotheses about the product’s viability and market fit. Gather real-world data and user feedback to make informed decisions. Fail Fast, Learn Fast: Embrace failures and treat them as valuable learning opportunities. If an idea doesn’t work, pivot quickly to explore alternative solutions. Focus on Learning: The primary objective of an MVP is to learn from real user interactions and feedback. Use data-driven insights to guide subsequent product development. Prioritize Key Metrics: Identify and track KPIs that align with the MVP’s objectives. Measure the product’s success based on these metrics. Early User Engagement: Involve users from the outset to gain insights and create a sense of ownership in the product. Engaging users early can lead to a more successful product launch. Resource Optimization: Use available resources effectively. Avoid investing excessive time and money in non-essential features until they are validated by user feedback. Stakeholder Collaboration: Ensure alignment and collaboration among all stakeholders, including developers, designers, marketers, and business leaders, to achieve a common goal. By adhering to these key principles, businesses can develop and launch an MVP that effectively validates their product idea, reduces risks, and maximizes the chances of creating a successful and valuable solution for users.

7 days ago

InspiringApps News

Eyeing AI: Insights From Colorado Pros on Its Influence & Longevity

Boulder, CO—After decades of starring in science fiction, artificial intelligence is becoming more prevalent in design, leaving professionals with questions surrounding ethics, usage, best practices, and its influence in design. Aaron Lea, Creative Director at InspiringApps, and Jake Thomas, Director of Product Design at JumpCloud, explore our AI reality. What impact will AI have on the future of design as a profession? Consumers increasingly expect a growing amount of content; AI tools supplement the process, helping designers create at scale to meet demand. But both Aaron and Jake believe AI is precisely that: a tool. AI cannot create design independently without prompting from humans, and out-of-the-box lacks essential human qualities like empathy, creativity, and critical thinking. Designers have control over what AI can do and how it can enhance workflows and creative outputs and are solely responsible for relationships with AI tools and services. Designers act as the ethical guardrails for AI tools and should ensure AI output avoids poor design or exclusion for underrepresented groups. Design in all forms is art, and artists are continuously curating. Today’s designers serve as curators of  AI outputs, keeping the best parts,  ditching the bad, and modifying them with their unique touch—empathy and creativity—creating the final product. “It’s the blood, sweat, and tears that give design meaning and value.“ —Aaron Lea, Art Director | InspiringApps, Boulder CO What do you think design professionals should do now to prepare for the integration of AI into workflows? Designers can be creatures of habit, but Aaron and Jake encourage other designers interested in AI to overcome the instinct to stick to what they know and explore ways AI can benefit professionally and competitively. Many designers and creatives are intimidated by AI, but in reality, they’re in a unique position to play an active role in the evolution of AI technology. Growing alongside this technology will ensure ethical improvements, usability, and inclusivity.  Helping AI evolve starts with understanding how to communicate with AI tools to improve output. Before designers integrate AI into design workflows, they need to learn how to ask questions, write prompts, and interact with these tools–after all, AI is only as bright as the information it’s given.  Learn about the capabilities of any tool you intend to use before integrating them into your workflow. Designers should learn from AI pioneers by following cutting-edge professionals on social media and subscribing to newsletters for up-to-date news and trends.   Read the full article on Built In Colorado: https://www.builtincolorado.com/2023/08/17/powerful-tool-or-passing-fad-two-colorado-pros-weigh-future-ai

13 days ago

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