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Aug 9 2021
Among the big changes that are coming with iOS 15 are custom product pages – which offer the ability to customize app store pages for different audiences.
Note that this is very different from product page optimization(or app store AB testing), which is also going to be offered within iTunes starting iOS 15
You can set up up to 35 different app store pages in iTunes. Each app store page can have different screenshots, promotional texts and app previews.
What is cool is that each of these is going to be targetable by a different custom URL, which you can use for different sources of traffic – which in some ways is reminiscent of tracker URLs of MMPs(except of course that unlike tracker URLs, you are sending users to different landing pages). What’s also cool is that you can send traffic from customized ad creatives for separate audiences to each landing page.
The Product Page has always served an important purpose for user acquisition and app discovery. No matter how people learn about your product, whether it’s through paid channels, search or just browsing the store, there’s one single Product Page responsible for telling your app’s story with the purpose of encouraging people to download.
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What might be some of the use cases of these custom app store pages? You could pair, for instance:
All of these possibilities are exciting – however the only question mark that remains is around how Apple might use the privacy threshold for conversion values in these cases. Apple’s documentation does say that you can:
Monitor the success of each custom product page by viewing impressions, downloads, conversion rate, and more in App Analytics.
Measure retention data and average proceeds per paying user for each custom product page, so you can see how it performs over time.
Crafting the right story isn’t just an art, there’s a science to it. We’ve spent the last 5 years understanding both and in particular – how to get the story right for different audiences. Guess what our data points out: it’s highly likely that different audiences relate to different Product Pages.
Despite having to compromise by selecting a single Product Page to go live in the store, these findings have been substantial. Successful companies create thoughtful strategies to make sure they’re using a Product Page that has been scientifically tested and optimized towards their most meaningful audience.
There’s almost always some tradeoffs, but this one is actually a lot more painful than you can imagine. Conversion rates can be as low as 1% if you’re not showing the right audience the right message. In fact, we know that by delivering the right message to each audience, you have the chance to multiply your conversion rates.
The visual above represents the current flow pre iOS15 and exactly why it’s so difficult to capture people’s intent. Assume you’re marketing a food delivery app. Your audiences include vegans, carnivores, McDonalds lovers, and people that are flat out hungry and only care about time to delivery.
As you craft ad creatives to target these audiences, you’re basically creating intent. As an example, an intent for Vegans to order a vegan dish. Few would argue that an image of steak and eggs would convert better than fruits and a salad.
With Custom Product Pages, we can finally create the optimal funnel for our different audiences. We have up to 35 unique Product Pages that we can direct our traffic to, unlocking their full value.
This isnt still 100% clear around whether you’ll see aggregated data that is accurate and not obfuscated by privacy thresholds. For instance, if you run a campaign to a custom product page for New York – it becomes easier for you to separate out all New York users as a cohort and track their performance, which can be helpful for marketers, but seems to go against the grain of everything the privacy threshold is designed for.
The privacy threshold is already being a problem for many folks we work with on iOS 14.5+ – and it’s unclear as to how the reporting and privacy thresholds will work out if you have 35 custom product pages, and you’re sending a trickle of traffic to each of these.
With that caveat though, the custom product pages are definitely a big step forward – and we’re definitely excited to explore the possibilities that unfold with it.
A simplified take is that Apple believes that it’s unjust for companies like Facebook and Google to access any data they wish in order to optimize ads. Either that, or they want to create a new environment where they’re the one company that has access to all relevant data.
Whether it’s about fairness or about creating their own edge, time will tell, but the end result is that Apple stripped networks of their super powers and revolutionized digital advertising.
The implications of IDFA deprecation are: ad networks like Facebook can no longer provide us with “Lookalike” audiences, and instead of a machine that builds audiences, our alternative is going back in time to think of marketing through a “contextual” lense.
This means that UA managers have to think about how to segment their potential audience profiles, and find ways to target them based on the capabilities that are available within the different ads managers. Parameters such as interests, demographics, or where the ad placement actually appears are all things we need to think of as we build campaigns.
Since iOS 14.5, Apple has heard the cries from the industry, but they’re not rolling back their strategy. Instead, they’re going to provide new solutions in the world of contextual advertising, and what’s better than offering 35 Custom Product Pages for different contexts.
The role of the App Store Product Page has changed, and so has the role of App Store Connect data. Luckily, App Store Connect will be updated to present data per Custom Product Page, supporting KPIs like page views, conversion rates, installs, average proceeds per paying user and retention metrics.
This is great news, as it will allow companies to monitor their install funnels across all CPPs, understand what funnels need treatment, and lastly measure the impact of new custom product pages on the relevant KPIs.
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