App Store Product Page Optimisation

By Jody Lee on 5th Dec 2023

Test Store Listing Variants To Boost Conversions

Alright, I’m about to tell you how you can take your App Store Optimisation (ASO) to the next level. Presenting product page optimisation, a tool that lets you discover the winning formula for your App Store product page. You’re not just shooting in the dark here; you’re making informed decisions based on results.

Imagine this: You’ve got your app icon, screenshots, and app previews. You think they’re pretty good, but are they the best they could be? With product page optimisation, you can test up to three variants of these elements against your current version. Yes, you heard me right. Three!

Think of it as a race; your variants are the runners, and the finish line is increased app installs and conversions. But here’s where it gets exciting. You get to be the referee. You decide who the winner is based on your app analytics results.

The best part? Once you’ve found the champion, you can crown it as your new control. Just like that, you’re using the best-performing page.

By testing different elements of your Apple App Store product page, you’ll get a clear understanding of what really grabs people’s attention. You’ll see which variant outperforms the rest, and you’ll use that valuable insight to optimise your product page for ASO.

So, are you ready to stop guessing and start testing? Trust me, your conversion rates will thank you.

Product page optimisation can help you 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 restrain your excited fingers for a sec! These different variations of your product page that Apple has so lovingly christened as “Treatments”, well, they’re only for the eyes of iOS 15 and iPadOS 15 or later. A lucky handful, picked out from the crowd at random, will get a peek at your experimental pages.

But don’t let that get your spirits down, compañero. There’s a silver lining to this Apple product page optimisation, and it’s called congruency. Once users get roped into your experiment, they’re in for the long haul. They’ll only get to see one variant, consistent as a Swiss watch, across the App Store for the entirety of your test. And if they take the plunge and download your app with an alternate app icon, by Jupiter, that’s the icon they’ll see on their device. So, to that user, it’s as if everything falls into place, neat and tidy, just as it should.

Start App Store Connect Testing To Optimise Your Product Page

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

Okay, let’s tackle this. It’s time to get your hands dirty with App Store Connect testing to optimise that shiny product page of yours.

Think of your app icon, your screenshots, and your app previews as the star performers. These guys are your baseline, your starting point. Now, to kick off your test, you’re going to have to provide some alternate visual assets. But don't go wild, changing everything. Changing one element at a time will do. You might be wondering, “Why just one element at a time?” Well, my dear inquisitive mind, that’s because we want to know exactly which change brought us those sweet, sweet results. We’re not here to play guessing games. We want concrete answers as soon as possible.

App Store Connect can help there. They can estimate just how long it’ll take for you to see an improvement in your conversion rate. How, you ask? They’re using recent traffic to your app's product page as their crystal ball.

Now, there's probably no surprise that you can only run one test at a time. And think of it as a marathon, not a sprint. Unless you hit the brakes, your test will keep running for up to 90 days. And once that train leaves the station, there’s no stopping it. You won’t be able to make any changes once it’s chugging along. So strap in, prepare well, and get ready for the product page optimisation ride.

  1. You’ve got to start by giving your test a name that stands out, something that slaps you in the face when you see it in App Analytics. Got it? Good.
  2. Now, here’s where things get interesting. You can select up to three different treatments with alternate app icons, screenshots, and app previews. Think of it as your secret sauce, your unique flavour. This ain’t no one-size-fits-all operation, so make sure you show some personality.
  3. Next up, it’s time to play god. You get to decide what percentage of traffic gets sent to your test variations instead of your control App Store product page. It’s like moving the motorway; you control where it goes.
  4. And don’t forget to localise your test. Whether it’s all your app-supported languages or just a select few, make sure you’re talking the language of your audience. Remember, we’re not just selling an app, we’re selling an experience.
  5. Now for the grand finale. App Store Connect has got your back. It can estimate how long it might take to reach your goal. All you’ve got to do is choose your desired conversion rate improvement. Then, like the fortune teller at a carnival, App Store Connect will take your app’s existing performance data and whip up an estimated test duration and the number of impressions needed to reach an outcome with a confidence level that’s through the roof, 90% at least.

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

Alrighty, let’s dive into the next phase of this operation, shall we? You’ve done the groundwork, you’ve done the preparation - now it’s time to put your masterpiece to the test. So grab your product pages and submit them for a once-over - an ‘approval’ if you will - by the App Review team.

Now, you might be thinking, “Can I switch things up a bit? Can I play around with the screenshots and app previews?” Well, you’ve hit the nail on the head! You absolutely can. You can submit and publish alternate screenshots and app previews to your heart’s content. But - and this is a big but - you’ve got to remember one thing: your published app must include your app icons to test any alternates.

Let me spell it out for you: you can’t test your icons if they’re not there in the first place. So, those bad boys have to be built-in to your app using Xcode 13 or later - no exceptions, no shortcuts. It's the only way to test your app icon.

Once your app's product page optimisation gets the green light… it’s off to the races. You’re ready to dive into the world of app analytics...

...Ready To Monitor Your Test, And Ready To See What Your Product Page Is Really Made Of

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 is your command centre, your control room, the place where you’ll be able to see how your product page is performing. And it’s not just about looking at numbers. It’s about understanding what those numbers mean, and what story they’re telling.

You’ll be able to evaluate each treatment product page, one by one, against your control product page. And it’s not rocket science; the metrics in App Analytics are as clear as day. You’ll be able to see how many unique impressions your page gets, what your conversion rate is like, and how much improvement you’re seeing. All this is compared to your chosen baseline.

Now, the baseline we’re talking about here is your control product page. But don’t get too attached. You can change the baseline if you want to compare the performance of other page variants. Got multiple treatments in your test? No problem. You can just switch the baseline and keep on analysing.

As you navigate through your test, you’ll see little indicators pop up here and there. These are your guiding lights, your little helpers, telling you if you need more data or if one page is outshining or underperforming the baseline.

Apply Conversion Boosting Optimised Product Page

So listen, once you’ve found that power-up, the product page that’s outdoing all the rest, you can stop your test. Declare that victorious product page as your new control product page. That’s the one that’ll be waving hello to every visitor who surfs into the App Store.

Now, don’t you go resting on your laurels. It’s time to roll up those sleeves and get right back into the thick of it. Time to get your hands dirty with your next App Store product page optimisation test. There’s always room for improvement, another level to reach, and better App Store Optimisation (ASO) results to obtain.

Of course, maybe you’re thinking, “I’ve got enough on my plate.” Well, I hear you loud and clear. If that’s the case, why not bring in the top goal-scorers? Hire a specialist marketing agency that knows its way around App Store Optimisation services. Let them take the reins while you sit back and watch your ASO results soar. Now, how’s that for a plan?

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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.