Custom product pages and their ASO impact
Custom product pages allow app developers to create multiple variations of their App Store listing to target specific user segments. These customized pages provide an opportunity to optimize visual assets, messaging, and call-to-actions based on different advertising sources, search intent, or user behavior.
Custom product pages have become a crucial component of App Store Optimization (ASO) as they enhance conversion rates by providing a tailored user experience. Rather than showing all users the same default product page, developers can create specific pages that align with different promotional campaigns, feature sets, or user demographics.
From an ASO perspective, custom product pages contribute to higher user acquisition efficiency, improved keyword targeting, and better return on advertising spend (ROAS). Well-optimized custom product pages increase the likelihood of converting high-intent users, making them a key tool for apps operating in competitive categories.
Custom product pages created by category in 2024
A category-wise breakdown of custom product pages created in 2024 reveals which industries leverage this ASO tool the most. Gaming and Shopping categories lead the way, demonstrating how these industries rely heavily on performance marketing and targeted user acquisition strategies.
Key insights:
- Gaming Apps lead in custom product pages creation: With 3,360 custom product pages created in 2024, gaming apps dominate this space. This is expected as games often cater to diverse audiences, requiring different messaging and visual assets to appeal to casual gamers, competitive players, and those looking for social experiences.
- Shopping apps focus on promotions & deals: With 1,155 custom product pages, e-commerce and shopping apps use them to highlight specific promotions, such as seasonal sales, category-specific deals, and limited-time offers. This allows them to optimize conversion rates based on the type of products featured in their campaigns.
- Health & Fitness Apps personalize engagement: Ranking third with 1,279 custom product pages, this category benefits from them by tailoring content towards weight loss, strength training, mental health, and holistic wellness.
- Finance & Social Networking apps optimize for trust & features: These categories use custom product pages to emphasize security features, new functionalities, and promotional referral campaigns, helping to build user trust and encourage sign-ups.
- Entertainment & Education apps adapt to different audiences: With thousands of custom product pages created, these apps benefit from custom pages highlighting exclusive content, subscription offers, and learning materials tailored to specific user interests.
Custom product pages created by Country in 2024
Examining the number of custom product pages created by country reveals which markets adopt this strategy the most. The United States leads significantly, with European and Asian countries also showing strong adoption rates.
Key insights
The United States is the leading market for custom product pages
The US apps created over 8,700 custom product pages, reflecting the advanced ASO strategies of developers targeting American users. Given the country’s high mobile penetration and competitive ad landscape, custom product pages allow apps to fine-tune their advertising strategies and improve user conversion rates.
European markets show strong custom product pages adoption
The UK, Germany, and France are among the top countries that use custom product pages, particularly in Shopping, Finance, and Travel apps. This indicates a growing demand for localized, targeted app experiences.
Asia market is key in the gaming market
Japan, the Republic of Korea and Australia have a strong mobile gaming market, with custom product pages being used to target different gaming personas and promote in-game events.
Why custom product pages matter for ASO success
- Higher conversion rates: By showing the right messaging to the right audience, custom product pages improve install rates and reduce user drop-off.
- Better advertising efficiency: Developers running paid UA campaigns can align their ad creatives with specific product pages, ensuring seamless user experiences.
- Localized & Personalized experiences: Custom product pages help brands target different regions, languages, and demographics, improving engagement.
- Optimized feature highlighting: Apps can create multiple pages showcasing different features, allowing users to focus on what matters most to them.
These insights highlight how custom product pages become an essential ASO tool, helping apps improve conversion rates, audience segmentation, and campaign performance.
