How to Measure App Store Custom Product Pages

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Julia

The ultimate goal of any managed mobile app is to bring in new users to convert and keep happy. If each step of this marketing funnel is followed, you’ll observe a positive impact on your bottom line and the growth of your business. 

However, everything stems from the ability to draw in new customers. For that, most mobile app developers and marketers rely on advertising. Namely, Apple Search Ads (ASA) campaigns. Luckily, with the arrival of iOS 15, a new feature is available for even better user acquisition – custom product pages.

Today, we’re going to do a deep dive on App Store’s custom product pages, how they can be configured, measured, and used to boost marketing efforts. By the end of the post, you’ll hopefully be able to start leveraging this new feature. Let’s get started.

What are Custom Product Pages in iOS 15?

First, we should take a quick look at custom product pages (CPP) and determine what they actually are. In short, the CPP feature allows marketers and developers to create different versions of their App Store product pages. Primarily, this is done to showcase certain features of your application in each version and share them via unique URLs.

Therefore, with CPP, each of your apps can have up to 35 different custom pages, with varying screenshots, videos, and other promotional materials. Furthermore, every CPP will also have its own analytics, helping you monitor its performance.

To summarize, Apple’s custom product pages are basically like landing pages of a website but on the App Store. They are made to improve conversion rates by showing certain customer segments exactly what they are looking for. Additionally, they integrate seamlessly with Apple Search Ads, letting you create unique App Store ad variations.

How to Use Custom Product Pages for Mobile App Marketing

Since each custom product page has its own unique URL, you can create a separate one for each of your marketing campaigns that have different goals or are addressed to separate customer segments. As a result, you’ll gain the opportunity to optimize your mobile app marketing strategy and increase downloads. However, let’s take a closer look at the specific methods you can use.

Customize Product Pages for Each Customer Segment

Every user you have is different, there’s no doubt about that. As such, customer segmentation is of utmost importance for any mobile app looking to sustain lasting growth. After all, if you don’t know how users differ and what their unique needs are, how will you be able to cater to them?

So, one of the strategies you can use for driving mobile app downloads with the help of CPP is to customize your product pages for each customer segment. For example, you can create a separate page for each campaign that is targeting a specific user group. If you have a food delivery app – consider making a distinct page for various locations and adapting your messaging.

Create Custom Product Pages for Specific Keywords

Another option you may consider is creating different product pages for each target keyword. Since Apple Search Ads support CPP, marketers actually have the ability to create unique ad creatives for each targeted keyword theme. In turn, optimizing for user’s search intent and ensuring they see the most relevant and most likely to convert version of your product page.

Highlight Different Mobile App Features

Lastly, it’s worth considering the use of different product pages to highlight separate app features. Perhaps, you are running a marketing campaign that is focused on a specific capability your application offers – wouldn’t it be a good idea to create a separate CPP for it?

For example, if you offer a fitness solution, and thanks to extensive analytics, you know that some customers look for weight loss programs while others for muscle building. In this case, you could create a unique custom product page highlighting each of these features. Hence, increasing your chances of generating a download.

Key Steps to Configure Custom Product Pages

Now that we’ve discussed some options for using custom product pages to improve your marketing efforts, it’s time to get practical and figure out what steps actually needed to set up your CPP. Let’s take a look.

1. Select your app

The very first thing you must do is select the app for which you’d like to make your custom product pages from the “My Apps” section of App Store Connect. Don’t forget that for each application you run, you’ll be able to publish up to 35 CPP variations.

2. Create a Custom Product Page

Then, in the left sidebar, under the features section, click “Custom Product Pages” and create a new one. At this point, consider entering a name for your CPP that will help distinguish it in your App Analytics. Perhaps, name it after a campaign you’re running or a customer segment that it focuses on.

3. Choose a Blank Page or Edit an Existing One

Next, pick whether you’re going to start with an empty page or make changes to an existing one. If you choose the latter, look for the correct version in the “Ready for Sale” state or the “Prepare for Submission” state. Finally, click “Create” and your CPP with a unique URL will be automatically generated.

4. Modify Creative Elements

Now, it’s time for the fun part — modifying your creative assets. At this point, you can add or replace screenshots, update app reviews, edit promotional text, and basically create the CPP version you need. Don’t be afraid to play around with this, it might take a few tries before it looks exactly how you want it to.

5. Submit a Custom Product Page for Review

Once you’ve modified all the creative elements, submit your custom product page for review. You can also just save the CPP and come back to it later, without submitting, if you want to keep working on it.

However, if you’re ready to proceed, simply press the “Add for Review” button at the top right-hand corner of the window where you did the editing. Then, a submission confirmation screen will appear and indicate the app version that will be associated with the custom product page you’ve created.

6. Edit When Needed

After your custom product page has been approved, you can always go back to it, make the edits you desire, and resubmit it for review without affecting the unique URL that was originally generated. In this case, any changes you make will be published automatically once the page is approved.

7. Add Custom Product Pages to Ad Variations

Here’s how you can make ad variations to better align your creative assets with the keyword themes of customer audiences you’re targeting: 

  1. From your ASA “Ad Groups” dashboard, select an ad group that you’d like to modify.
  2. Click the “Create Ad” button and name your new custom advertisement.
  3. Pick the custom product page that determines your ad creative. This is the one users will be directed to when clicking on your ad.
  4. Preview the custom ad and save your settings.

Keep in mind that each ad group can only have one custom ad active. So, if you already have another one running, you’ll need to decide if you’d like your new ad to be activated and the old one paused.

How to Analyze Custom Product Page Performance

Once your custom product pages are ready and published, you’ll no doubt be curious about their performance. Are they helping you drive downloads? Do visitors stay on the page or abandon it quickly? Well, there are two ways you can find this out.

App Analytics in App Store Connect

One of the first options for performance measurement you’ll likely turn to are App Analytics in App Store Connect. Here, you can head to a specific product page and select the “Acquisition” section to see page impressions, downloads, redownloads, conversion rates, and proceeds per paying user.

Additionally, you might want to compare the performance of your CPP with the default product page. In this case, take a look at whether people who download your tool from the CPP stay engaged longer or make more in-app purchases of higher value. If so, it is evident that your custom product page is doing rather well.

How to Measure Custom Product Pages for Subscription Apps

App Analytics is unable to track more in-depth insights on your custom product page performance. Typically, it only provides high-level metrics that we’ve covered above but they don’t fully indicate the effectiveness of marketing campaign performance, especially for subscription-based apps. That’s where Qonversion can come in. 

First of all, our platform offers the opportunity to stay on top of imperative subscription metrics like conversion rates, retention, churn, revenue, and many more. However, that’s just the beginning. You see, our Apple Search Ads Attribution tool is also able to automatically collect attribution data for ASA campaigns. Typically, with this information, mobile app marketers are able to analyze and attribute application installs to particular ASA campaigns. In turn, perfecting their analytics and helping to identify marketing channels worth investing into. 

Now, you can also rely on Qonversion to get some insights on the performance of your custom product pages. You can create separate ad groups with identical parameters but different CPP versions. That way, you’ll kind of run A/B tests to determine which custom page performs better. If a particular ad group with a unique CPP generates more installs, trials, and revenue – perhaps it’s worth focusing on it.

Boost Your Mobile App Marketing Campaigns

As we have seen today, Apple’s custom product pages are an exciting new feature for mobile app marketers and developers to leverage for lasting business growth. There’s a variety of tactics you can rely on to make the most of your product pages and it might be a good idea to try them all. That way, you’ll identify which ones work best for you.

At Qonversion, we understand that app developers and marketers are busy. There’s so much that goes into sustaining a well-performing business. For that reason, we’ve developed an array of tools that are bound to help you on your journey. From automation solutions and ASA attribution capabilities to an entire in-app subscription infrastructure – there are multiple ways we can help boost your mobile app’s growth. So, don’t hesitate to reach out to our team. We’re always happy to discuss a potential collaboration.