Create World-Class Custom Product Pages

By Jody Lee on 4th Oct 2023

Imagine this: Your app standing out in the crowded store. Your App Store page is customised to the max, compelling prospective users to tap that download button and actually use it. Sounds like a dream, right? Well, that dream is now a reality with Apple’s custom product pages (CPPs).

Unlike the regular, vanilla product pages, these custom product pages are your chance to create product page variations to drive engagement, reach different audiences, boost app visibility on the App Store, and ultimately increase conversions and reduce user acquisition costs.  

All by simply changing screenshots, app preview videos, and promotional text to showcase value, benefits, promotions and appealing content to your audience. But don’t worry, your app title, subtitle, keyword field, description, and icon will stay the same. So, get creative, be bold, and watch your customer acquisitions and conversions soar. You’ve got the power to take control of your app marketing destiny. You’ll improve your App Store Optimisation (ASO): App install rate, discoverability, and rankings across the Apple App Store.

A Quick Scoop on Custom Product Pages

Here’s where the fun really begins. Custom product pages aren’t just for show. They’re a powerful tool, a secret weapon if you will, to create up to 35 ad variations for iOS 15+. Imagine being able to direct traffic from a specific group of keywords to a specific custom product page. Exciting, right?.. All of those potential customers looking for the product they want. Your app!

So, here’s the deal. If you want to stand out in the App Store, if you want to create engaging, customised experiences for your users, and if you want to get the most out of your Apple Search Ads, then there’s no time like the present to start using custom product pages.

This is where Creative Directors can strut their stuff by creating variations of the main product page. It’s like dressing your app for each and every occasion. Now, you can tailor your marketing to different groups, showcase new and specific app features and gameplay, and create up to 35 ad variations in Apple Search Ads. You can improve your message to market match.

Imagine taking users by the hand and guiding them straight to a custom product page that speaks their language, showcasing just what they’re looking for. It’s a game-changer, I tell ya!

The Big Deal About Custom Product Pages in App Store Marketing

Let’s break it down. Both Apple and Google Play offer custom product pages. Each with its own quirks and benefits. They’re both game-changers in the app marketing world.

Google Play’s custom store listings are pretty damn flexible. They let developers customise nearly everything - the app title, description, icon, screenshots, and feature graphic. It’s like playing dress-up with your app, tailoring it to the tastes of different users.

Apple's custom product pages, on the other hand, limit changes to the elements that give you the biggest bang... especially on Apple Search Ads.

Hold up, I hear ya!..

..."What exactly can I do with these custom product pages?"

Let me be clear, it's your chance to create targeted custom page variations to market and promote your app across multiple channels and ad networks.

Imagine being a marketer with a sniper rifle, able to target customer segments inside and outside the App Store with eagle-eyed precision. That is the power of custom product pages. They give you a strategic edge, a way to target your audience with the precision of a master marksman.

So you'll need the unique custom product page URL to add to your performance marketing campaigns. But don't worry, these custom product pages aren’t accessible organically. But, if Lady Luck is on your side, they may just appear in those fancy editorially curated selections on the Today, Games, and Apps tabs. That’s right, you can’t just stumble upon it. You have to know where to look. It’s like a hidden treasure, waiting to be unearthed. The dedicated URL is your map to lead them to your treasure chest. Use it wisely, and you’ll see your conversion rates soar.

The Nitty-Gritty of Custom Product Pages

Alright, let’s dive into the heart of the matter and get one thing straight here. We're displaying your product's box, creating a landing page, and adverts. So you’re not just listing product features, you’re weaving a story. You’re making your prospect feel the experience, see the excitement, and yes, even hear the sound of the action. Each custom product page should be a journey, a personal conversation with your customer. Speak directly to them and their desires. I don’t want you to just describe your product, I want you to breathe life into it. That way, they're more likely to install your app and become a customer. 

Hold your horses! Before you go on a design rampage, remember, Apple is still the sheriff in town. Every asset you upload to these custom product pages has to play by Apple’s rules. They’ll be reviewed by Apple (though not necessarily as part of a new app build submission). So, make sure they comply with the guidelines. And don’t think you can sneak something past them. They’ve got eagle eyes!

The Custom Product Page Gold Mine

Let's get laser-focused. And talk about...

...Customisation Based On User Intent And Target Audiences

You see, it’s a bullseye strategy. You’re not just throwing your app out in the wild and hoping someone notices. No, sir! You’re targeting. You’re aiming. You’re using the brilliant custom product pages to put your app right under the nose of those most likely to be interested. It’s like fishing in a barrel! Instead of casting a wide net and trawling the open waters, you’re spearfishing with the best fish finder - accurate, effective, and deadly.

The Testing Ground: Ability to Test Different Creative Strategies

Next up, experiment with different creative strategies. This is your playground. It’s where you can experiment, create, and innovate. Want to try out a new design? Go for it. Got a catchy new slogan? Throw it in. With custom product pages, your app’s landing page can be as dynamic and diverse as your imagination. It’s your chance to test what works and what doesn’t, and that’s a luxury you don’t want to pass up!

The Power Combo: Synergies with Other Marketing Channels

And last but definitely not least, let’s talk about synergies. You see, custom product pages aren’t just a standalone tool. They’re a piece of the puzzle that fits perfectly with other marketing channels. Think of it as a multiplier effect. Each channel supports and enhances the others, creating a powerful, comprehensive marketing strategy that gets your app in front of as many targeted eyes as possible.

Case study: Headspace wellness app example

Headspace App Store custom product pages examples

Listen up, let’s delve into the meaty benefits of these custom product pages that Apple’s cooked up. These custom-crafted, tailor-made, precision-engineered pages suit your app like a glove. 

Now, let’s toss in a real-world example to spice things up. Picture this: wellness apps like Headspace. You know, the ones that help people find their Zen, unwind, and escape from this fast-paced, high-stress world we live in. These apps could create custom pages catered to different user intents. Imagine one page emphasising the benefits of improved sleep (because who doesn’t love a good night’s rest?), and another one aimed at meditation novices. It’s like having a stunning outfit to put on when your prospect takes a peek.

And the cherry on top? These pages can be different for every user segment. Take the Headspace example - they can target people interested in meditation for beginners, a good night's sleep, how to manage stress and anxious feelings, or being fully present and engaged through mindfulness. It’s like finding a product in the store that’s been set up just for you. You feel understood and catered to. It’s a powerful way to connect with users and drive them to hit that download button. So, if you’re in the app business, you’d better start leveraging them, pronto. Because your competition most likely is.

The Magic of Custom Product Pages and The Intricacies of Marketing Channels

Custom Product Pages (CPPs) in Apple Search Ads

These bad boys allow you to showcase specific app benefits tailored to different keywords. You can go wild with promotional text, screenshots, and app previews that differ from your default product page to optimise the user journey and boost conversion rates. This means you can bid higher, outshine your competitors, and match your brand, non-brand (generic) and competitor keywords. Trust me, not leveraging CPP is like leaving money on the table. So, gear up. Make the most of this incredible opportunity to skyrocket your app’s success with Apple Search Ads placements: Search results and Today tab. And get ready to dominate the app advertising game with CPPs and Apple Search Ads!

The Untapped Powerhouse: Leveraging Other Performance Marketing Channels

Now, if you’re sitting there thinking, “That’s all well and good, but I’ve got my hands in other marketing pies too”. Don’t fret. I’ve got you covered. I’ve already mentioned that this isn’t just an Apple Search Ads affair. This shiny new tool can also be leveraged by other performance marketing channels.

Custom product pages and app marketing campaign optimisation could become your secret weapon, propelling you ahead of your competitors. So dive in, navigate this new landscape, and watch your marketing campaigns flourish.

Remember, in the world of marketing, adaptation is the name of the game. So let’s roll up our sleeves and get to work. After all, the future waits for no one.

App Install Ad Networks

Alright, you marketing maverick! Feel the power of app install ad networks like Meta, TikTok, Twitter, Snapchat, and AdMob. These platforms offer incredible reach and targeting options to get your app in front of the right audience. Leverage custom product pages and take your ad game to a new level! Custom product pages allow you to showcase new and specific app features and content that align perfectly with your ad creatives. With personalised app screenshots and previews, you can create a seamless user journey that boosts conversion rates.

Share The Magic Through Owned Media

When it comes to promoting your custom product pages, you gotta think outside the App Install box. Don’t just rely on paid advertising, oh no! You gotta take matters into your own hands and share those unique custom product pages in your marketing campaigns.

Now, I’m talking about all the good stuff here. We’re talking emails, social media posts, blogs and newsletters. You know, the media you control! Blast those custom product pages to your loyal followers and watch the magic happen. Get people excited and curious about what you’ve got to offer.

The Rocky Road of Advertising Campaign Optimisation and the Roadmap to Success

Remember, your product pages are your product boxes, landing pages and adverts, so sell benefits, propositions and experiences to your potential customers. Domstarte the gameplay or app action. Show your excitement and your passion for the product. Let that energy seep into your creativity, and watch how it transforms into customers.

Optimise Screenshots For Your Target Audience 

Think about it. You’re in the App Store, and what catches your eye? The screenshots. They’re like little windows into another world, giving you a taste of what’s in store. They’re not just pictures, they’re promises. Promises of what your app can deliver.

Now, when it comes to designing these crucial assets, don’t just slap any old thing up there. Each screenshot should be a carefully crafted masterpiece, a tantalising taste of your app’s unique flavour. Make 'em high-quality, pop, and true to your brand. You want to accurately represent your app’s benefits and functionality. But more than that, you want to give your potential users a feel for the magic they’ll experience when they tap that download button.

And don’t be shy about using text overlays. A picture might be worth a thousand words, but an attention-grabbing headline can turn a good screenshot into a great one. It’s all about context. Guide your users through the visual journey, highlight the key features and benefits, and let them know why each image matters.

But remember, not all your users speak the same language or live in the same culture. That’s where localisation comes into play. Tailor your screenshots to different regions, tweak the language, and adjust the imagery. Make your app feel at home in every market you’re targeting.

So, in a nutshell: Treat your screenshots like the VIPs they are. They’re on the frontline, your brand ambassadors, your silent salespeople. Do them right, and they’ll do right by you.

The Magnificent Preview Video

See, in this fast-paced digital age, where attention spans are as short as a hiccup, standing out is the name of the game. And nothing screams “Look at me!” quite like a well-crafted Preview Video. It’s like a neon sign in a dark alley, a shooting star in the night sky, a… well, you get the picture.

These Preview Videos aren’t just any old clips, mind you. They’re your golden ticket to showing off your app, the gameplay, or whatever digital marvel you’ve been cooking up in your coding cauldron. It’s like inviting your customers to take a peek behind the curtain, letting them witness firsthand the magic that awaits them.

But it’s not enough to just slap together a montage of app features. Oh no, my friend. You need to highlight the creme de la creme, the best of the best, the… well, you know… the most important features and benefits your app has to offer. Show them why your app is the one they’ve been searching for. And why it stands head and shoulders above the rest of the apps.

And one more thing, don’t forget about localisation. If your app is available further than your yard, then remember to localise it for your target markets. So, make sure your Preview Videos speak the same language as your audience.

Use them wisely, use them well, and watch as your app takes the digital world by storm.

And here’s a hot tip for you - To optimise your Apple Search Ads, create at least 6 preview/screenshot assets because you might get the top two search results positions, and Apple will display the first 3 assets in the advert and the next 3 in the top organic result. A word of warning, you'll lose the organic position if you only have 5 assets.

Optimise your custom product pages for Apple Search Ads

Crafting Ad Variations with Custom Product Pages

Picking Your Poison: Choosing the Custom Product Page for Orchestrated Traffic

The secret sauce to your ad campaign’s success lies in this: creating the right custom product page to direct your traffic to. It’s not rocket science, it’s just smart marketing. Think of your custom product page as the box... the packaging... where you can showcase your app’s new and best features and benefits, attracting the right kind of customers, and moving them to download and open your app.

Your custom product page is like a unique landing page set up to speak to your prospect's wants and needs. And remember to flow with seasonality and cultural differences.

Your custom product page is your advert grabbing attention by reflecting their desires. This is where you want to direct your traffic. So, whether you’re targeting Berlin-based foodies with a local delivery app, or you’ve got a fitness app that’s got something for everyone from yoga enthusiasts to HIIT junkies, your custom product page is the bait that lures them in.

The Art of Show and Tell: Harnessing Screenshots and App Previews from Custom Product Pages for Ads

In the world of advertising, showing beats telling every time. That’s why your Apple Search Ads will use screenshots and app previews from your custom product pages. It’s like an enticing trailer for a blockbuster movie; you’re giving your audience a tantalising taste of what they can expect.

These visuals aren’t just pretty pictures. They’re strategic tools you use to align your ad creatives with specific keyword groups. Got a fitness app with yoga? Show yoga lovers a screenshot of a yoga class in progress. Finance app? Angle your creativity towards investors or promote a savings account.

Remember, your ads are not just Apple Search Ads. They are landing pages in your web of app marketing messages. They are your ambassadors. They tell a story. They sell your brand's vision. So make sure you’re using the best screenshots and app previews for your custom product pages to tell that story and sell that vision. In the immortal words of Picasso, “Art is the lie that enables us to realise the truth”. Let your art do the talking!

Measuring Custom Product Page Success

Alright, let’s talk about measuring success. When it comes to assessing the effectiveness of your marketing efforts, there’s only one metric that truly matters: money in the bank. That’s the ultimate measure of success. It may not be instant, so focus on the cold, hard numbers. 

Track your downloads, redownloads, and conversion rates to understand the effectiveness of each page. View retention data and average revenue per user for each custom product page. And you can compare your custom product page performance against your default product page. You'll see if customers for custom product pages stay engaged longer or spend more on in-app purchases.

Calculate your return on investment, measure the customer value, and keep a close eye on your revenue. That’s how you know if your ads are worth their weight in gold.

Custom Product Pages Skyrocket Your Apps ASO Success

Alright, we’ll dip into the wild world of app store optimisation for just a moment. Just a toe dip into the ocean of ASO. We’re talking about a game-changing tool that can skyrocket your app’s visibility and downloads.

Can custom product pages increase visibility? Check. Increase downloads? Double-check.

Imagine the potential! It’s like having 35 different fishing rods, each baited uniquely, cast into the sea of potential customers. Each page can target a specific customer segment, increasing the probability of hooking the right fish.

It’s not just about getting more downloads; it’s about getting them fast. 

Download velocity flashes to the app store that your app is hot. This is where custom product pages shine. By presenting a personalised, targeted message to each group of users, you’re essentially greasing the wheels of your optimisation machine. The right message to the right audience gets you quicker downloads, boosting your app’s ranking and visibility in the store. There's a chance you'll top the App Store charts too.

But it gets better. Custom product pages aren’t only about acquiring new users; they’re also a powerful tool for re-engaging and retaining existing users. Retail apps like Adidas, for example, can use these pages to promote exclusive deals to certain users. This not only boosts user engagement but also nurtures loyalty, ensuring that your users stick around.

Custom Product Pages Importance and Benefits Recap

Let’s pull over for a moment, take a deep breath, and soak in the grandeur of the custom product page landscape. Now, I won’t deny it, this terrain might seem a bit daunting at first. But remember, as we’ve journeyed together, it’s become clear just how powerful this feature can be.

Custom product pages are not just a passing fad. They’re the new rockstars of App Store marketing. They’ve booted out the old ‘one-size-fits-all’ approach and have taken centre stage. Why? Because they give you the power to personalise and optimise your app’s presentation for different user groups. It’s like having a chameleon in the world of apps - you adapt and you thrive.

And not just that, these pages have a knack for boosting the conversion of referrer traffic. They work like a charm in turning passers-by into real, engaged users. And remember it’s like having your own dedicated cheerleading squad, rooting for your app across multiple marketing channels.

Leverage Custom Product Pages In Your Marketing Strategy

Now, it’s your turn to take the spotlight. Here’s a golden opportunity knocking at your door. Don’t just sit there, seize it! Leverage the power of custom product pages in your marketing strategy.

We can navigate the course for you with our App Marketing Strategies. Or you can set sail on this voyage yourself. Sure, you may face some challenges. The waters may not always be smooth. But remember, no great sailor ever became great by sailing calm seas. It’s the rough waters that make us better. And trust me, the rewards you’ll reap will far outweigh the challenges you may face.

Remember, in the world of marketing, those who dare to innovate are the ones who stand out from the crowd. So, be bold and creative! Custom product pages are your canvas - paint a masterpiece that will captivate your audience.

It’s time for you to step into the future of App Store marketing. It’s time for you to leverage the power of custom product pages. Buckle up, it’s going to be an exhilarating ride!

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Significantly Increase Your Company's Revenues

Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.

sophisticated marketing target
Significantly Increase Your Company's Revenues
Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.
sophisticated marketing target
Significantly Increase Your Company's Revenues

Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.