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Apr 29 2022
Since Apple launched iOS 15, topics related to custom product pages(CPP) and creative A/B testing have been hotly debated. After a period of experience, I believe that many app promoters have encountered different trouble. Here, on some of the key topics that everyone is concerned about, we discuss and find some effective creative strategies to improve the final result.
What we focus on in this article are:
How custom product pages affect ASO
Segment audiences for custom product pages
A/B testing and product page optimization
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Discussions focused on creative A/B testing of custom product pages (CPPs) and the App Store. With the launch of iOS 15, ASO managers, marketers, and UA teams now have the opportunity to improve performance on key ASO metrics through contextualized user journeys.
With Apple's custom product pages, app marketers can now:
● Create up to 35 different versions of App Store product pages, featuring alternate icons, promotional text, screenshots, clips, and app previews to better showcase specific features or in-app content.
● Use specific in-store visual assets to target different customer segments and replicate to increase conversions.
Because custom product pages don't allow app marketers to adjust an app's title, subtitle, keyword fields, or categories, they don't have a direct impact on an app's ranking on the app store.
However, marketers should be aware that this feature may still impact ASO, as customizing product pages will help increase download speeds and conversion rates for apps and games.
As a result, the most successful apps in custom product page implementations can actually see an increase in organic app rankings, as the above criteria may serve as a signal to Apple's ranking algorithm.
Also, because custom product pages are compatible with Apple Search Ads, they benefit conversion rates for specific keywords, which play a big role in organic keyword rankings.
Overall, while much of the challenge will fall into the hands of effective segmentation of referrers and consumers, the ASO team will play an important role in understanding the potential of different referral traffic sources and accurately creating store-appropriate assets for these customized product pages to match the relevant user role.
CPP is indeed a handy new marketing tool. The possibility to create locally relevant pages for specific users with different interests is particularly useful for the release of many new games and applications. CPP also provides ample leeway to test the impact of different keywords and content to see what works best.
The analytics section of Apple's App Store Connect allows developers to measure impressions, downloads, conversions, and revenue and retention for each custom product page. This means that custom product pages can not only be optimized for app store conversions, but can also be used to optimize app retention or revenue lift. As such, the feature will play a big role in re-engaging efforts or driving more subscriptions/purchases.
According to the data, less than 20% of Apple users currently agree to the user consent required by the App Tracking Transparency framework for such metrics aggregated in App Store Connect. While Apple does require user consent to collect user data, this process is independent ATT agrees to prompt that any app must be displayed before sharing data with third-party attribution tools or ad networks. Therefore, if it is easier for users to consent to Apple's data collection rather than app tracking, the data observed in App Store Connect may be based on a larger volume of data than third-party tools.
To maximize the impact of your custom product page, first identify the goals you want to accomplish, whether it's new user acquisition, re-engagement, increased revenue, or something else, and isolate your core KPIs for each goal. For each purpose, also consider A/B testing your assets and/or dynamically optimizing your performance by using two or more custom product pages served by the same campaign.
When segmenting audiences to create CPPs, it’s important to research existing data and work on engaging with audiences. Understanding how your product is used and understanding user behavior is also critical. For the promotion of some new games, understanding the intentions of gamers and communicating with users is also crucial to collect as much data as possible.
CPP is the answer to contextual advertising on the App Store, and good creative is critical to targeting a larger audience. Captivating ideas are critical in the gaming world; presenting the best possible image to potential users is critical. A good creative strategy is a great opportunity to outperform the competition.
It's a good idea to discuss creative priorities with your team and see what works best before working on it.
When discussing Apple Search Ads Creative Sets, we need to be clear that creative testing is meant to be a process that requires a certain time span, and even creative testing may result in an initial drop in traffic and then eventually outperform default creatives.
Also, when it comes to A/B testing options for iOS, many app promoters may feel that Product Page Optimization (PPO) has been frustrating so far because of the complex submission and test management systems, and Apple's control over the results presented in Taichung lack detail and are statistically inaccurate. As such, some marketers use Google Play to test creative concepts now, and adjust the positive results to better match the App Store's UI.
With Apple's Custom Product Pages, product managers and app marketers can create up to 35 different versions of App Store product pages. These different pages allow different elements (such as screenshots, icons, promotional text, clips, and app previews) to showcase different specific features or content in the app.
You can use CPP to increase conversions by targeting different customer segments with specific in-store visual assets and copywriting and redirecting users to the correct product page from anywhere.
All in all, marketers and product managers can now create and measure fully contextualized experiences for iOS 15 users, from ads to the right custom product pages on the App Store and precise in-app content.
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