With iOS 15, the mobile app world has been introduced to custom product pages. Since then, we’ve been dedicated to maximizing their potential, leveraging every single aspect to transform them into your ultimate game changer. Today, we will explore various potential use cases and examine how apps from different categories leveraged the power of custom product pages. But before we dive in, let’s start at the beginning and briefly discuss what custom product pages entail.

What Are Custom Product Pages?

First and foremost, custom product pages are designed as specific product pages where you craft additional versions of your existing product page. Each of these versions highlights a particular feature or specific content. These pages serve to showcase different aspects or content within your app, catering to distinct audiences. They can also be utilized to display content that aligns with seasons,cultural trends or audience considerations. Each custom product page can feature distinct screenshots, promotional text, and app previews, differing from those on your default product page. It is also important to highlight that they are needed for running Today tab ads on the App Store.

Here are the key advantages of Custom Product Pages:

Expanded Audience Reach: You’re allowed up to 35 custom product pages per app on the App Store simultaneously. This means you can target 35 distinct audiences concurrently, each with different targeting goals. Alternatively, you can experiment with numerous custom product pages simultaneously to identify the most effective one for your objectives.

Targeted Keyword Integration: Custom product pages enable you to assign distinct keywords to each page, linking them to specific user groups or features with targeted messaging. This approach enhances conversions with contextual relevance. For example, consider a Health & Fitness app with various meal plans. While some users reach the original prıduct page some others may reach a “keto diet” specific custom product page. This segmentation can significantly boost conversion and download rates.

Enhanced Marketing Flexibility: Each custom product page comes with its own URL. This enables you to utilize unique URLs for diverse marketing efforts, such as social media ads or promotional communications. (Except as a search results ad that you created with Apple Search Ads)

Performance Assessment: A valuable aspect is the ability to compare the performance of your custom product pages against your default product page. This analysis helps you determine whether users who download your app from a custom product page exhibit longer engagement or make higher in-app purchases.

Drive Relevancy: Apple Search Ads presents multiple avenues for utilizing custom product pages. You can craft search results ad variations based on your custom pages, tailoring messaging and visuals for various audiences, feature launches, or seasonal promotions. Alternatively, you can direct users to a specific custom product page when they tap on your ad within the Today tab. This streamlined experience not only boosts conversion rates but also ensures potential customers reach the most relevant page, increasing the likelihood of a successful interaction with your app or product.

Multi Placement Strategy: Utilizing multiple app placements in Apple Search Ads enhances app visibility and scalability. It broadens your reach, capturing a diverse user base and improving cost-efficiency. This strategic approach often results in reduced CPAs and increased brand recognition, impacting various ad networks. Custom product pages enhance ad relevance, and combining search result ads with the Today tab boosts brand visibility. The Today tab is the default in the App Store, providing high visibility. Running Today tab ads increases familiarity and positively influences downloads. Adding product page ads offers further benefits, allowing you to appear on competitors’ product pages, enhancing user perception and driving downloads.

How and Why Apps from Different Categories Leverage Custom Product Pages

Here, you will find various examples showcasing the use cases of custom product pages from different apps of various categories. They all have unique reasons to leverage custom product pages. We observed apps and their custom product pages strategies and gathered some around to present a set use cases for you. We’ve identified them using our CPP Intelligence tool on MobileAction. We’ve compiled some of the best practices and diverse usage examples to provide you with insights on how to effectively utilize custom product pages and optimize them for the best results.

Bumble

Specific audience targeting

In this example, Bumble, a dating app, aimed to specifically target its lesbian users. Initially, Bumble’s product page didn’t offer anything distinctive for this user group. However, Bumble utilized custom product pages to target lesbian users precisely. A closer examination of the keywords employed makes this intention even more evident, with terms such as “lesbian dating,” “gay,” and “Jack’s,” a dating app made specifically for LGBTQ+.

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