How to Use Custom Product Pages

This article covers Custom Product Pages (CPP).

Redbox, one of our partner companies, achieved a 30% increase in conversion rate by making full use of CPPs. If you know about CPPs but haven’t put them to work yet, be sure to read on.

What Are Custom Product Pages?

Custom Product Pages let you add different versions of your App Store product page, each focusing on a specific feature or piece of content in your app, and share each with its own unique URL (Apple, “Custom Product Pages on the App Store”). You can also create them in Apple Ads (formerly Apple Search Ads).

For example, in one taxi-hailing app, users who reached the product page from a competitor keyword were shown a coupon offer, while users who already knew the app saw its messaging spread across multiple screenshots, not just the first.

In this way, one benefit of using CPPs with Apple Ads is that you can show a product page personalized to the search intent. This can raise the conversion rate across your keywords as a whole and help reduce CPI.

To do this, you need to analyze and understand the attributes and behavior of users who searched for each keyword (for example, people who search a competitor keyword are easily distracted, so they need a strong incentive that other apps don’t offer).

When creating a Custom Product Page, first define the persona of your target audience, and then reflect it in the creative. Use images, colors and wording that feel familiar to the persona’s lifestyle and mindset.

Start by thinking about what kind of creative catches the audience’s eye, depending on differences in gender, age group, region, interests and purpose of using the app.

In one dating app example, the team built a product page based on the brand color of a competing app and emphasized a “casual, easygoing” feel in its messaging, close to the competitor’s. Use examples like these as a reference to consider and build the best product page for each audience.

Send Users from Ads to a Custom Product Page That Matches the Ad’s Message

Custom Product Pages can also be used together with ad platforms other than Apple Ads (such as Google Ads, Meta Ads and Yahoo! Ads). A single app can have up to 35 product page variations.

This prevents the situation where a user interested in an ad’s message lands on the product page and leaves because it doesn’t match the ad. For example, by making a rewards-points app’s ad and its product page consistent, you can keep the messaging consistent while improving acquisition efficiency.

Does that make Custom Product Pages clear? Give them a try.

Our Track Record of Increasing Downloads Through ASO Support

We support ASO (App Store Optimization) for a wide range of app publishers. Through ASO, we have supported results such as going from outside the keyword search rankings to 2nd place within a year, and a 50% reduction in CPI.

We offer a free ASO diagnosis for app publishers. You are also welcome to consult us about ASO and other app marketing measures (such as Apple Ads), so please feel free to apply.