Apple’s Customized Product Pages have been making waves since their launch, they usually stay one of the highly effective gross sales instruments for app entrepreneurs to leverage in 2025. These pages assist you to tailor your app’s product presentation to particular viewers segments, providing a degree of personalisation that may considerably enhance conversions. Think about having the ability to showcase your app’s options in a method that speaks straight to every consumer’s distinctive wants and pursuits. Whether or not it’s highlighting a health app’s exercise monitoring for well being lovers or showcasing premium content material for avid readers, Customized Product Pages allow you to craft focused messaging that resonates.
With the precise method, Customized Product Pages might develop into a cornerstone of your app advertising and marketing technique, driving success in an more and more aggressive app market.
What are Customized Product Pages?
Customized Product Pages (CPPs) allow you to create a number of, tailor-made App Retailer product pages—consider them because the app equal of touchdown pages on the internet. Accessible on iOS 15, iPadOS 15, and later, CPPs assist you to customise your app’s presentation to align with particular advertising and marketing campaigns. This consists of modifying screenshots, promotional textual content, and app previews to higher attraction to totally different viewers segments.
For instance, Apple demonstrates how CPPs can showcase different app actions to focus on distinct consumer teams by tailoring the visuals and messaging. Every Customized Product Web page is assigned a singular URL, making them straightforward to share throughout platforms.
Whereas they’re a pure match for Apple Search Adverts campaigns, they’re additionally extremely efficient for social media campaigns on platforms like Fb, TikTok, and past.
In a aggressive app advertising and marketing panorama, CPPs provide a strategic edge by guaranteeing your app resonates with every focused viewers.
How can Customized Product Pages assist your ASO technique?
Focusing on particular demographics
CPPs allow you to tailor your app’s product pages to totally different consumer teams inside the identical area. For instance, in case your app is concentrated on picture and video modifying, you may create one product web page optimised for “picture filters” and one other for “video modifying instruments.” Every web page can spotlight options most related to that viewers, resembling superior filter choices for photographers or seamless video transitions for content material creators.
These focused CPPs, mixed with ASO-driven key phrase optimisation, make sure that your app resonates extra strongly with every viewers phase, growing search intent and, finally, conversions.
Connecting creatives to key phrases
An efficient ASO technique depends on matching high-performing key phrases with compelling creatives. CPPs assist you to pair audience-specific key phrases with visuals and messaging that attraction on to these customers. Utilizing the picture and video modifying app instance once more, a web page concentrating on the key phrase “picture modifying” might characteristic vibrant photos showcasing before-and-after edits, whereas one other concentrating on “video transitions” might show dynamic clips highlighting seamless transitions and particular results.
This alignment reinforces the consumer’s search intent and makes them extra prone to obtain your app.
Deep linking for relevance
With Apple’s introduction of deep linking for CPPs, now you can direct customers to a particular product web page straight from exterior adverts or campaigns. This characteristic ensures a seamless transition from search or social adverts to a extremely related App Retailer web page, boosting engagement and reinforcing your ASO efforts.
Supporting Apple Search Adverts (ASA) campaigns for higher ROI
CPPs play an important position in Apple Search Adverts (ASA) campaigns, which counterpoint your ASO efforts. Whereas ASO offers the muse with key phrases and creatives, ASA makes use of CPPs to focus on customers extra successfully. As an example, including CPPs to browse campaigns permits you to customise how your app is showcased, notably in distinguished areas just like the At this time Tab.
Optimising efficiency by way of metrics
ASO success relies on steady measurement and optimisation. With CPPs, you’ll be able to check and consider efficiency based mostly on conversion charges. Nevertheless, Faucet-By Fee (TTR) – the proportion of customers who click on in your CPP after seeing it in search outcomes or adverts – is probably the most dependable metric for figuring out how effectively your CPPs are participating customers. If one CPP underperforms, ASO insights will help refine its key phrases or creatives for higher outcomes. For instance, you would possibly refine the key phrases to higher match search intent or replace the creatives (like photos or movies) to make the web page extra participating and related to the viewers.
How a digital camera app used CPPs to cut back CPI
We labored with a digital camera app and used Customized Product Pages (CPPs) to successfully goal various audiences, together with skilled photographers, informal hobbyists, and Leica digital camera house owners.
To enhance conversion to obtain we tailor-made visuals and messaging for every viewers phase:
- skilled photographers: we highlighted superior RAW modifying for professionals
- Hobbyist – we featured easy-to-use filters
- App customers – we targeted on prioritising professional in-app options
This method elevated conversions by 25% and improved ROI throughout paid campaigns by 34%. With distinctive CPP URLs driving focused site visitors from Apple Search Adverts, the app efficiently personalised its advertising and marketing technique and strengthened consumer connections.
How Customized Product Pages insights can form your app advertising and marketing technique
Not solely are CPPs worthwhile in their very own proper, growing the variety of installs, however in addition they have additional worth to your advertising and marketing efforts as a complete. Let’s use Apple’s Mountain Climber app for example.
If the Bike Trails web page considerably outperforms different CPPs, this perception may be leveraged to tell your CRM technique, resembling testing bike trail-related push notifications and in-app messaging.
Past CRM, this knowledge can inform wider advertising and marketing initiatives, like sponsoring bike-related occasions to have interaction your target market.
You’ll be able to even use it to form your product roadmap, doubtlessly resulting in the event of a devoted bike-specific app.
Professional tip: When establishing CPPs, it’s vital to concentrate on Price Per Set up (CPI) as your key success metric, quite than Conversion Fee (CVR). Why? As a result of your CVR can typically drop throughout these campaigns.
This occurs as a result of CPPs typically result in a rise in impressions because of the extra publicity and visibility Apple offers once you use them. In consequence, whereas extra folks see your app, not all of them will convert, which might decrease your CVR despite the fact that your total installs enhance. Let’s use a easy instance as an instance.
So, whereas getting 10 installs from 100 impressions is clearly higher than 5 installs from 20 impressions, the CVR price for 100 impressions is 10%, vs a 25% CVR from 20 impressions. That’s why it’s the cash you spend per every of these installs that basically issues.
How do you arrange Customized Product Pages to decrease your CPI
It’s clear that the potential of CPPs is big, however how are you going to go about reducing your CPI?
#1 Do your analysis
Collaborate cross-company to brainstorm every little thing that may be examined utilizing CPPs. Take a look at the options of your app (superior picture filters, video modifying instruments, or AI-powered enhancements), the differing audiences of your app (skilled photographers vs informal customers creating social media contents), the totally different inventive approaches to the way you market your app (aspirational vacation images vs in-app UX illustrating ease of use), and so forth.
Subsequent, take a look at how campaigns have carried out previously to see if there are any indications as to the place you would possibly see success with CPPs. If explicit key phrases have carried out higher, are you able to construct CPPs round these, or are there basic developments price noting?
#2 Produce your inventive property for Customized Product Pages
When making a customized product web page in App Retailer Join, you’ll be able to select to start out with a duplicate of your default product web page or a totally clean web page. From there, you’ll be able to then customise screenshots, promotional textual content, and app previews for any of your web page’s localisations. Lastly, use the App Retailer Join API to automate metadata add and submission.
Our ideas for producing best-performing property:
- Make sure that there’s thematic consistency between your advert (whether or not that’s an Apple Search Advert, Fb advert, or one thing else) and your CPP in order that customers may be assured they’ve come to the precise place. That features constant branding and inventive, resembling utilizing the identical model of illustrations all through.
- You’ll be able to have as much as 35 CPPs working at anyone time, so it’s a very good alternative to be daring in your experimentation. We’re not saying rewrite your whole product web page in Korean if there’s no indication you could have a Korean-speaking viewers, however for those who’ve observed some fascinating micro-trends in your reporting, now could be the time to delve deeper into these.
- 35 separate product pages is rather a lot, so to cut back the workload to your group, bear in mind that almost all of individuals solely see the primary two screenshots. Change these first two to 4 on every web page, quite than dedicating sources to completely new screengrab sequences for 35 totally different pages.
- Until you’re a brand new enterprise with no benchmarks and no data as to what works and what doesn’t, take into consideration spending between 10-15% of your UA price range on CPPs. It’s a supplementary exercise that ought to sit alongside your always-on consumer acquisition campaigns.
#3 Create your acquisition campaigns
As soon as Apple has accepted your pages, you’ll discover the distinctive URL for every in App Retailer Join. This URL will embrace a brand new product web page ID parameter added to your default product web page URL. You’ll be able to arrange Apple Search Adverts utilizing these URLs, or use an promoting community to characteristic your Customized Product Pages in Retailer Package-rendered adverts by specifying a singular CPP identifier within the marketing campaign setup.
These distinctive URLs can be utilized wherever – you may actually create a product web page to your mum after which ship her the hyperlink to persuade her to obtain your app!
However their true energy comes from having the ability to goal key phrases. There are the plain ones, resembling displaying the photo-editing options when somebody searches for a “picture modifying app”. However there are additionally the much less apparent ones, like utilizing your competitor key phrases to direct customers to a web page exhibiting particularly how your app affords distinctive options, higher usability, or superior high quality.
#4 Measure and consider your marketing campaign efficiency
While you’ve gathered sufficient knowledge to succeed in statistical significance, you’ll have the ability to use the insights gained with confidence. Examine your CPP outcomes along with your baseline i.e. your normal product web page (and as talked about above, take note of the CPI over your CVR).
Ideally, you’ll see a rise in impressions and installs, even when your conversion price is down. If that’s the case, proceed working this CPP. If there’s a CPP that isn’t performing effectively, take a better take a look at what would possibly want adjusting—maybe the messaging isn’t resonating, or the viewers isn’t responding to the content material. In some instances, it is likely to be finest to discontinue a CPP altogether and share your learnings throughout groups, utilizing the knowledge you’ve gleaned to tell different areas of the enterprise, each in advertising and marketing and past.
Profiting from your Customized Product Pages
You would possibly suppose the success of your CPPs relies on how a lot price range you’ll be able to dedicate to it, how effectively your inventive group can execute and even whether or not the App Retailer editorial employees picks up in your efforts.
Nevertheless, it’s much more primary than that: the success of your CPPs relies on the collaboration between your Consumer Acquisition (UA) and App Retailer Optimization (ASO) groups. It’s the ASO group that has the insights on compelling conversion components and search time period intent, whereas it’s the UA group that has the experience on audiences, concentrating on, inventive and the best way to run the campaigns themselves.
It’s a reality so vital that many app advertising and marketing companies will solely run all these campaigns when each ASO and UA providers are contracted since success utilizing one however not the opposite is proscribed.
Total, CPPs ship on Apple’s mission to create a extra customised expertise for every consumer. With the potential to not simply convert extra customers, however to achieve worthwhile consumer perception that may be rolled out throughout the enterprise, they’re essential for any app marketer.
