Creating custom product pages (CPPs) for your app in the Apple App Store? How do you do that and why? As part of app marketing, you can generate a lot of visibility and installs with this without costs. In this blog we discuss what CPPs are and how you deploy them.
What Are Custom Product Pages?
Custom Product Pages (CPPs), also known as customized store listings, are different versions of your app listing in the App Store. With these, you can show specific previews and content to certain target audiences and link them to campaigns. This makes it possible to test which version works better. Do you, for example, have an app with a unique feature that is interesting for a specific target audience? Then you can create a CPP that highlights that feature extra, increasing the chance of downloads.
In App Store Connect you can create up to 35 additional versions of your store listing. With these, you can vary in visuals, such as screenshots, and in your message, for example with promotional texts. This way you can specifically bring certain features, promotions or news under attention.
Pro tip: Testing which version performs best? Then change only one element at a time. This way you know exactly what influences conversion.
When to Develop a Custom Product Page?
Deploying a CPP can be a good move in the following situations:
- When you want to promote a new feature.
- If you want to address different target audiences with targeted content (for example in combination with a campaign).
- To test different previews and descriptions and discover what works best.
Examples of Targeted Landing Pages for Your Target Audience
Targeted Custom Product Pages can have an enormous impact on your conversion rate, especially when the content and design perfectly align with your target audience. Below are two examples of CPPs for JOIN and Route.nl.
Example: JOIN Cycling Training Schedules
JOIN, the app that helps cyclists improve their level with smart and flexible training schedules, has launched a feature specifically for female athletes. These schedules take the menstrual cycle into account, so that female cyclists can train optimally.
To promote this feature, we set up an Apple Search Ads (ASA) campaign with a linked Custom Product Page. This page was specifically targeted at female cyclists, with content and visuals that aligned with their needs. The result? A significantly higher conversion rate because the message perfectly aligned with the target audience.
Example: Route.nl Routes for Cycling and Walking
Route.nl, the app for finding and making cycling and walking routes, wanted to launch a campaign during Easter. Many people choose to walk or cycle during the Easter days. To effectively reach this target audience, we developed a customized store listing (CPP) with Easter-themed visuals in the first two previews – the most viewed images in the App Store.
By linking this CPP to a Meta App Campaign, Route.nl was able to address the target audience considerably better. This resulted in a strong increase in both conversions and downloads during this period.
Ps. Did you know you can also A/B test many elements of your store listing? Read here more!
Deploying Targeted Landing Pages for Apple Search Ads and Meta App Campaigns
With Apple Search Ads, you can use customized product pages to make advertisements in the App Store even more targeted. Your advertisements can, for example, appear on the 'Today' tab or at the top of search results and lead people directly to a specific page of your app. This also applies to Meta App Campaigns.
By adding a deep link to such a customized product page, you send users immediately to the right place in your app. You can also create variations of your advertisements that respond to different target audiences, new features or seasonal promotions.
Deploying CPPs in your Apple Search Ads campaigns ensures a higher conversion and a lower cost per install (CPI).
How Do You Measure the Effectiveness of Your CPPs?
As soon as your CPPs are live, you can track their performance via App Analytics in App Store Connect. On the Acquisition tab, you see important statistics such as impressions, downloads, redownloads and conversion rates.
This gives you insight into how well each page contributes to your app downloads.In addition, you can:
- Discover whether users who download your app via a CPP remain active longer or spend more on in-app purchases.
- Gain insight into the average revenue per paying user per CPP.
- Compare your customized product pages with your standard page to see what works better (useful for A/B tests).
Getting Started with Custom Product Pages Yourself?
Custom Product Pages offer a simple way to better align your app with specific target audiences and campaigns. Start small: choose a target audience or feature, create a CPP and test what works. Measure the results via App Store Connect and optimize your pages step by step. This way you not only increase your conversion rate, but also get more out of your marketing budget 🙂
