Custom product pages: the real MVP of app marketing
Onboard the power of customization for efficient app growth.
Prepared by AppFollow expert team. Appfollow is an app review management & ASO platform designed to improve app customer relations.
Understanding custom product pages
Post-iOS 15, successful marketers are leveraging Custom Product Pages (CPP) to maximize their campaign performance. By tailoring app pages to different audience segments, you can significantly boost your conversion rates. Let's explore how to optimize CPP for your 2025 app marketing strategy.
Custom product page is Apple's way of letting app marketers customize their app product pages. This can be used for showcasing some special features of your app, like a cool character or a unique gameplay element. It’s ideal for niche crowds, user segments, seasonal promotions, and anything else where a tailored approach aims to increase revenue.
CPPs let you spotlight your app with special screenshots, promo texts, and app previews. It's a step up from your typical product page content. Got an app on pre-order? CPPs are ideal for building buzz before launch. You can create up to 35 different custom pages for one app—perfect for testing what resonates with your audience.
Each CPP gets its own URL, so you can funnel users from various ads straight to these tailor-made app product pages. For the cherry on top, use CPPs in Apple Search Ads to target specific slices of your audience with just the right message.
CPPs can also be used to improve your Apple Search Ads keyword strategy. They let you craft pages laser-focused on specific keywords, making them more relevant and lining up with what the user's after.
More relevant, personalized pages = more conversions. Higher conversion rates mean you pay less for each install, and that lets you throw bigger bids in auctions. Say a user types in a keyword that's relevant to your app. Target them better with a CPP showing off the exact features or goods they're searching for. This approach usually beats the standard product page and could mean more people hitting the download button.
For instance, someone types “fitness tracker app”. You can make a CPP that flaunts your app's top-notch workout plans. Show them you've got what they want, and you're more likely to turn browsers into users.
Pros:
- Test out visual stuff, targeting just the right users.
- Get a sharper picture of who your users are and what they're looking for.
- Make your page more relevant, and watch those conversions climb.
- Play around with unique pages for holidays or events. Hello, seasonal ASO!
Cons:
- Testing eats up time and money. Budget it in.
- Data might be unreliable if you're short on resources.
- One element, one test. Testing everything at the same time will only confuse you more.
Capitalizing on Apple Search Ads for custom product pages
Use custom product pages to grab users looking for your rivals. Users searching for a specific brand usually don't flip-flop at the last second. So you have to work extra hard on your custom page to make them switch teams.
Scope out your competitor's weak spots. How? Read their bad reviews on the App Store. Then, on your custom page, show how you fix these issues and why you're the better choice.
Apple Search Ads let you target users with a bunch of options like age and gender. Pair this with custom product pages and you're hitting the nail on the head for specific searches.
If you go for these audience targeting options, anyone with Personalized Ads off won't see your ad. You're missing out on a big chunk of potential eyeballs on your ad.
Instead of playing the targeting game, why not find keywords that naturally attract certain folks? Like, “period tracker” is probably gonna be a hit with women. Roll out a custom product page for these kinds of keywords. This way, you’re reaching everyone who's up for it while still keeping your message on point.
Custom product pages are also great for getting back old users with your app's latest updates. This, however, cuts out most store visitors from seeing your ads.
Hunt down keywords your old users are likely to use. Then whip up a custom product page that's all about what's new in your app. Show off your latest features, upgrades, and add-ons. This is your shot to tempt users who've already downloaded your app to give it another whirl.
CPP and ASO
It’s all about getting the perfect mix of creative flair and what your target audience prefers. Here's the deal with CPP experiments:
- Preview. This is your app's teaser video on the App Store. No need for users to install to get a taste. With different previews for each CPP, we can spotlight exactly what each type of user cares about.
- Screenshots. Just like the previews, these are our visual one-liners. They show off our product's key features and cool bits.
- Ad text. You've got 170 characters to make a splash on the app page. Use them for calls to action, event heads-ups, or showing the must-have features.
Your success can be tracked in App Store Connect, where you can go on comparing the basic page optimization against how our CPPs are doing. Besides just looking at data, you can get the scope of installs and conversions. This helps you figure out which pages get users to install, engage, and drop more cash on the app.
Don’t expect CPP to be a full-blown testing lab. Sure, you can tailor stuff for specific users, but it's on us to match the creative to their needs just right.
Linking up how users land on the CPP (the channel) with the message that hits home for them is where it’s at. This combo can drive conversions better than the main app page. For instance, a basketball fan hitting a CPP for a sports analytics app during the All-Stars game will probably bite if they see something about their favorite sport.
Blend those creatives and calls-to-action with your app's custom pages. This could crank up downloads without diluting the message for users coming from other places.
Conclusion
Custom product pages are your powerful weapon in the app world. Tailor your app's face for different crowds, from selfie fans in Asia to landscape lovers in Europe. Get creative with your ads, previews, and screenshots. But remember, it's all about hitting the right note with the right crowd at the right time.
While CPP might not be your silver bullet for testing, it sure is great for conversions. Use these pages wisely, and watch your app climb those download charts.