Apple has solved one of the most vexing problems for app marketers in the iOS ecosystem with the introduction of Custom Product Pages: conversion rate optimization.
With the introduction of Custom Product Pages, Apple has alleviated one of the most vexing problems for app marketers in the iOS ecosystem: conversion rate optimization (CRO).
It's been a little more than a year since the introduction of CPPs, and we can confidently say that they've been one of the most intriguing releases Apple has made in a long, long time.
Custom Product Pages (CPP) allow you to personalize product pages to match the search entries in the App Store or the creative and call-to-action seen in a Facebook advertisement.
CPPs were initially only available for Search Ads, which was still fantastic, but within a few months (mid-August), this option became available for Facebook campaigns as well. While we wait for CPPs for other channels, we have been heavily utilizing this functionality for our clients' campaigns, gathering learnings and interesting results.
CPPs enable marketers to direct traffic from an ad (either Search Ads or Facebook) to a customized Store product page with creatives that are consistent with the ad itself.
App marketers can customize the following in CPPs:
A CPP is depicted in this image
We can align our ad messages with our creatives and audiences using CPPs. Although "basic," it took Apple a long time to give us this option, and now it's time to reap the benefits.
The benefits of using CPPs for our app marketing campaigns are numerous, and while some may be obvious, it's worth spending a few moments sharing them here below. The main benefit that we have experienced is shown below.
Many apps provide multiple features/services. Most importantly, each feature or service may appeal to a different subset of users, especially when it comes to deciding whether or not to download the app.
For example, we could test different CPPs that focus on each product with different images and CTAs for an app that offers audiobooks, podcasts, news, and book summaries.
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With the same concept in mind, we can also tailor CPPs to speak to specific demographics, increasing ad relevancy and potential conversions from impression to install.
This is applicable to a wide range of industries. So far, we've seen quite strong results for shopping and eCommerce apps, dating apps, and health and fitness apps where we could create CPPs that appeal to both men and women.
We've been forced to update our default product page screenshots far too frequently due to a specific time of year (Black Friday, Christmas, New Year, etc.).
Despite the fact that this may not be a major issue, Black Friday is a promotional period for all users. CPPs now allow us to segment the message on the Store for different types of users. This type of promotional segmentation increases conversion rates.
Although Apple provides Product Pages Optimization (PPO), CPPs may allow us to test visual assets more quickly. The PPO functionality is intriguing, but if you've used it, you know it's not as robust as its Google Play counterpart.
As a result, using Custom Product Pages to test visual assets may be an appealing option for many marketers.
Disclaimer: When considering using CPPs for A/B testing, we must keep two things in mind:
Take it a step further by incorporating the unique CPP link into a QR code on a billboard and begin tracking how many offline users convert to a customized product page created specifically for that offline campaign.
The benefits of CPPs are numerous and diverse. These are probably the most intriguing from our perspective.
CPPs
The bottom line is that CPPs help us improve the relevance of our advertisements. We had put up with the App Store's limitations for far too long, and now we have a real chance to improve the conversion funnel with a personalized experience for our users.
As part of our approach to scaling acquisition activities, REPLUG has been extensively testing CPPs for our partners. As demonstrated in our paid user acquisition framework's 5th phase, "Optimization & Testing," CPPs are critical in identifying cross-functional opportunities to reduce acquisition costs.
We have gathered some exciting learnings about how to leverage CPPs for app marketing activities after running dozens of tests in different verticals over the last 12 months.
The most basic yet effective way to facilitate user conversion is to display the same product or service that was featured in a Facebook ad on the CPP screenshots. But what if we could target our desired audience not only with relevant ads, but also with relevant CPP screenshots?
CPPs can help us speak to different target audiences more effectively, addressing their needs directly, as seen among the benefits listed above.
We decided to implement this type of testing with CPPs for one of our partners, InvoiceASAP, a leading invoicing app in the US, with a combination of ads optimization activities, as well as creative optimization, for both ads and Store screenshots.
With this simple, yet effective optimization and testing strategy, the cost per acquisition decreased by 24.5% on average across all audiences.
REPLUG's InvoiceASAP is a real-world example of a custom product page
Another exciting discovery made by our paid user acquisition team by combining CPPs and ads was that we could take the personalization experience to a whole new level when using UGC ads.
We tested this specifically for another dating partner of ours, ODXClub, for whom we had been spending a significant budget on user-generated content ads on paid social channels such as Facebook and Instagram.
Our paid user acquisition experts were already experimenting with audience personalization using CPPs (i.e., showcasing different male and female screenshots).
However, because we wanted to match the characters in the ads on the screenshots, we reached out to the best-performing content creators and obtained permission to use their photos on the screenshots.
Just by showcasing in the screenshots a real person, the same that users were watching in the ads, the conversion rate increased by 56.2%, resulting in a cost per acquisition 33% lower compared to the same ad redirecting to another app store page.
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The final interesting takeaway from these 12 months of extensive testing is that we can achieve great results with Search Ads as well, thanks to Custom Product Pages. One of our fitness and health partners offers a variety of products and exercises tailored to specific needs.
Our team addressed the need to develop dedicated CPPs that would appeal to a different group of keywords focusing on a specific type of exercise, such as abs, chest, and glutes exercises, as well as keywords focusing on losing weight and improving body shape.
With this type of test, we were able to significantly increase the IPM, but more importantly, the cost per subscriber, as ad relevancy increased dramatically.
Custom Product Pages are an unquestionably useful tool for app marketers. However, as with anything, it is up to us to make the best of them. We can either use them in their most basic form (which is still effective) or test new ideas creatively to improve results.
CPPs solve a significant problem for us marketers, particularly on channels such as Facebook, where user intent to interact with ads is low. With Apple's solution, we can now better address our audience's needs and improve the overall ad experience, effectiveness, and conversion funnel.
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