A product page is where you connect with your users first. Transmitting your values and showing how the user experience should be the main concern. There are 7 elements for you to arrange and reach the optimal combination of, which are:
- App Name
- App Previews
- Promotional Text
The punchline is, there is no 1 certain optimal combination to serve all your target audience. Different groups of users should expect to relate to themselves differently. Therefore, the expected value should be variable. This is where Custom Product Pages come in handy and help you to solve this. Let’s see, how?
Custom Product Pages are an outstanding concept for UA services. It allows you to create up to 35 customized product pages to serve specific purposes. The logic behind this concept is to connect product pages and users in a better way. If the message on your product page is consistent with what users are looking for, it increases your chances. It will bring back more conversions, better user acquisition, and high performance in rankings.
As we have mentioned, customized product pages can be so powerful if you know how to do them. You can customize them based on a specific feature you have, different demographic groups you want to reach out to, etc. Moreover, you can localize for each target market and share them through a unique URL.
We will guide you through how you can create custom product pages for your app, step by step.
- First things first, open up your creator dashboard. Select the app you want to create custom product pages for from My Apps. This page automatically opens with the App Store tab selected.
- Once you get there, select Custom Product Pages under the features tab on the left column.
Assuming you are new to this tool, you will find a page just like the one below. Click create custom product pages.
- Write down a reference name. It will help you to identify your custom product pages while making performance analysis in App Analytics.
You can either choose to start with a blank page or start customizing on an already existing product page.
- If you choose the blank page, you will enter all the creatives from scratch.
If you choose to start customizing on an existing page, you get to select between versions. Between Ready for Sale or Prepare for Submission states.
- After you will decide on your reference name and how you will start creating your custom product pages, click create. Your custom product page’s unique, ready-to-use URL will be automatically generated and displayed on the following page.
You can change and/or add screenshots, app previews, and promotional texts for your custom product page. Modify them as you desired.
- Your Custom Product Page is ready.
Since now, you know what you can do with custom product pages and how you can create them. However, how you can market them is one of the key elements in the equation of success.
We covered that you can get your custom product page as a URL. You can directly use this URL address or you can generate a QR Code with it. We listed several ways for you to implement custom product pages using both URL and QR;
Sharing the link of your custom product pages through your social media channels is one way to do it. For instance, you can post a photo or a story with your custom product page’s URL written on it. When your users click on the link or swipe up if it is a story, they will land on your custom product page and see the customized version of your product page.
Include your custom product page’s link or QR code in your email marketing campaigns. Let’s say you are sending over weekly newsletters to your user base. If you have a new feature coming up or you customize your product page for an upcoming event, you can add its custom product page. This way, your users get to see view your page and it may become a conversion to you.
Combining new technologies and traditional tools is a great way to reach out to your users. Imagine you have a fitness app and you have already analyzed your target users geographically. You will use print materials to promote a brand-new feature that you just added. Simply, generate a QR code for your custom product page and print it out on your handouts or billboard. This will immediately bring your users to your custom product page and download your app.
You have a decent amount of customers coming to your physical stores but you want to attract them through your online channels. Assuming, you have a clothing store and you will make a flash sale through your online channels. Create a custom product page for your sale, generate a QR code with that URL, and display it on your store’s window.
Influencers are very powerful when it comes to promoting. It is also possible to get benefits from custom product page in this area. For instance, let’s consider having a photo & video editing app. In addition to all the things your app does, your app works for removing objects from the background. Creating a custom product page around this new feature and agreeing with influencers to share this custom product page’s URL in their stories, will bring so much visiting and conversions.
Use paid advertising to promote custom product pages. For example, you could run a Google AdWords campaign targeting keywords related to your custom products, and include links to the product pages in the ads.
Sharing custom product page links or QR codes during networking events. For example, you could include a link to a custom product page in your email signature or business card to share with potential customers.
App Store Optimization (ASO) and User Acquisition (UA) teams now have a greater level of flexibility and precision thanks to the introduction of Custom Product Pages in iOS 15. Teams can create up to 35 different product pages with this functionality, each with its own app store preview video, screenshots, and promotional text. This opens up a range of possibilities for effectively promoting and marketing mobile apps and games.
Custom store pages offer several advantages, including the opportunity to customize a message specifically for a particular audience. Teams can align the messaging in their paid UA ads with the messaging on the custom page by driving traffic to these custom pages via a specific App Store URL. This allows teams to target specific audiences with tailored messaging, increasing the chances of conversion.
Custom store pages can also use for influencer marketing initiatives, to drive traffic to mobile websites, or for cross-promotion in other apps. By providing a customized experience for different channels, demographics, and interests, teams can increase the chances of conversion for each segment.
Custom store pages can also enhance campaigns aimed at both broad and specific audiences. Teams can significantly influence install conversion rates for each segment by using different messaging for each campaign, resulting in a higher return on ad spend (ROAS) when executed correctly.
Finally, App Store Custom Product Pages give ASO and UA teams a new level of precision and flexibility. By allowing teams to implement different messaging to different audiences, they can significantly boost their paid UA conversion rates and ROAS.
The introduction of iOS 15's Custom Product Pages brings new opportunities for App Store Optimization (ASO) teams, allowing them to test messaging for organic traffic and personalize the custom product page for up to 35 audiences. However, this new feature also comes with challenges that need to be addressed in order to fully leverage its potential.
One of the main challenges is the lack of a methodology or solution for deciding which creatives would maximize conversion rates for each audience segment. Without a way to test ideas on the App Store with iOS 15 Product Page Optimization, it becomes difficult to know which custom store pages would convert the most for each segment, such as gender, age, interests, channel, and ad creative.
Another challenge is the potential for custom store pages to hurt conversion rates for a specific audience, rather than improve them. Without a decision-making protocol and testing solution for custom store pages, it becomes difficult to know which custom store pages are the right ones for each custom audience.
The teams that will be able to fully leverage these new tools will enjoy much higher growth rates than their competitors. However, teams that are unable to manage all of these storefronts and testing, or those that do not overcome the challenges outlined above, will struggle to experience rapid growth and may even experience drops in install rates.
ASO teams will also have to be prepared to answer new questions, such as why they don't have custom store pages for Tiktok traffic, or why the winner from an organic traffic test on the default page did not translate to higher conversion rates. With many new native App Store features for ASO, the standard will be higher, and there won't be a reason to avoid using these tools for ASO as they'll be readily available to all.
Measuring the success of custom product pages on the App Store can be done using App Analytics in App Store Connect under the Acquisition tab.
Once your custom pages are live, you can track metrics such as product page impressions, downloads, redownloads, and conversion rates to understand how effective each page is at encouraging app downloads. Additionally, you can view retention data and average proceeds per paying user for each custom product page.
It is also essential to compare the performance of custom product pages with the performance of the default page to determine if the custom pages are truly performing better than the default page and if it is worth the effort to maintain multiple custom pages. Look at metrics such as engagement and in-app purchase value to determine whether people who download your app from a custom page stay engaged longer or spend more on in-app purchases. This will help you understand if your custom pages are truly driving more downloads and revenue for your app.
You can leverage CPP Intelligence to discover which creative assets your competitors are driving installs from and which paid keyword themes they are utilizing.