App Store Product Page Optimisation

By Jody Lee on 19th Apr 2022

Test Store Listing Variants To Boost Conversions

Improve your App Store Optimisation (ASO) when you find your best performing App Store product page with product page optimisation. Test to see what resonates most with people.

You can compare different app icons, screenshots, and app previews. Test up to three variants of your product page against the original. Then apply the best performing page as your new control after viewing your App Analytic results.

Testing different Apple App Store product page elements help you understand what increases engagement and conversions. You can view and compare how variants perform and use the insight to optimise your product page for ASO.

For example, you can find out if:

  • Showcasing a certain character or value proposition gets better results.
  • Highlighting a particular feature or culturally relevant content boosts downloads in a certain location.
  • Changing your app icon to a different style or color results in increased conversion.
  • Including seasonal content leads to more downloads.

Apple Developer

But remember, the variants of your product page that Apple calls Treatments are displayed to people using iOS 15 and iPadOS 15 or later. A percentage selected at random will see one of your test pages.

Nevertheless, a beneficial aspect of Apple product page optimisation is congruency. As users become part of your experiment, they will only see one variant across the App Store throughout your test. And if they download your app with an alternate app icon, that icon will display on their device. So everything will look consistent to that user.

Start Testing To Optimise In App Store Connect

iPhones side-by-side comparing different versions of The Coast app’s product page.

Your original app icon, screenshots, and app previews set the benchmark. To set up your test, you provide alternate metadata. It is always best to test one element at a time to determine which one led to a positive result. That way, you can reach a conclusive result quickly. App Store Connect can estimate the time required for a conversion rate improvement. They base their predictions on recent traffic to your app product page.

By the way, only one test can run at a time. Unless you stop your test, it will run for up to 90 days, and you will not be able to make changes once it has started.

  1. To get started, you will give your test an easily recognisable name so you can identify your variants in App Analytics.
  2. Select up to three treatments with alternate app icons, screenshots, and app previews.
  3. Choose the percentage of traffic to send to your test variations instead of your control App Store product page.
  4. Localise your test in all your app supported languages or selected languages.
  5. Finally, App Store Connect can estimate how long it might take to reach your goal. To do so, you choose your desired conversion rate improvement. Then App Store Connect will take your app’s existing performance data to generate an estimated test duration and the number of impressions you’d need to reach an outcome with at least 90% confidence in the results.

App Store Connect Product Page Test comparing different Color Scheme treatments for The Coast app.

Now you are ready to run your test. To do so, submit your product pages for approval to App Review. You can submit and publish alternate screenshots and app previews. However, your published app must include your app icons to test alternates. That means icons must be built-in using Xcode 13 or later.

Once your app is approved...

...you can monitor your test in App Analytics.

App Store Connect showing Conversion Rate trend for The Coast app. Treatment A variant is called out as performing better than the baseline.

App Store Connect enables you to see your product page performance. From there, evaluate each treatment page against your control product page. It is easy to view and understand the metrics displayed in App Analytics; the number of impressions, conversion rate, improvement percentage, and confidence level compared to your chosen baseline.

The baseline is your control product page. Although, you can change the baseline to compare the performance of other page variants if your test includes multiple treatments.

Throughout your test, you will see indicators to show if more data is needed and whether one page is performing better or worse than the baseline.

Apply Conversion Boosting Optimised Product Page

Once a winning page is declared, when you are happy, you can stop the test and apply the best performing App Store product page as your original control product page. That page will display to everyone on the App Store from then on.

Now you can work on your next App Store product page optimisation test to further improve your ASO results. Or it might be fitting to hire a specialist marketing agency for App Store Optimisation services to do it for you.

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 Increase Your Revenues
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.
sophisticated marketing target
Significantly Increase Your Company's Revenues

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