UK Marketing How to prepare your App Store custom product pages (CPPs) for iOS 15 ASO?

As Apple made a series of capability update for the launch of iOS 15, it certainly brings a significant change for the whole App Store Optimization efforts.

Therefore, we will talk about how to create a powerful product page, increase your app install conversion rate, match your target audience through testing and optimization loop and create personalized content for relevant audiences.

Three major changes in iOS 15

1. Custom Product Page (CPP)

With iOS 15, Apple redefines the entire App Store Optimization industry rules. Instead of setting up every App Store product page of each country/region, you will be able to create up to 35 product pages for paid traffic. You can make these different in your custom product page: app preview videos, screenshots, and promotional text. Each custom product page can direct particular UA page with App Store URL, which surely maximize your install conversion rate.

2. Product Page Optimization (PPO)

Product Page Optimization (PPO) - After the iOS15 capability update, you will have a elaborate product page in the app store. The display of ranking page affects if potential users will click in and download when they browse or search through ranking page.

Similar to the possible impact from Custom Product Page(CPP), PPO focuses on studying the organic search and browsing groups in the app store, and prepares adapted information for the needs of potential visitors. It significantly increases your organic install conversion rate, thereby increasing your organic traffic growth.

3. In-app Events

You can create up to five concurrent In-app Events, which will be displayed on your product page,  personalized recommendations, editorial curation on the Today, Games and Apps tabs.

In-app events appears as event cards, including event name, videos or images, and a short descriptions. Users can download it directly from your in-app event or event details page. Make sure their first user experience is customized and direct to event content when you provide an event deep link with App Store Connect.

Regarding how in-app event affect ASO efforts and use it to efficiently enhance your app  promotion outcome, we will explain in details in the future strategy.

Click "Learn More" to drive your apps & games business with ASO World app promotion service now.

iOS 15 ASO: Paid and Organic install

We have worked put this guide to help you maximize paid and organic installs based on the research of our tech team.

App Store Paid Promotion

Paid promotion - "CPP", the new change of paid promotion after iOS 15 update what we already talked about above.

You will be able to generate a unique App Store URL, which will direct specific audience to a custom product page and provide personalized information for them, where you get the traffic from any paid UA activity, website and cross promotion.

How to effectively manage custom product pages?

• Dig opportunities - Which audiences are most important for your paid promotion traffic funnel;
• Create test models for these audiences;
• Make creative content for your new CPP;
• Start a loop of testing process to verify if creative content attract your target audience after a testing cycle;
• Monitor and measure CPP performance, and constantly improve your creative content for the audience.

App Store Organic Promotion

Organic promotion - Prepare multiple different, testable product pages for organic traffic with Apple’s product page optimization (PPO). Optimize the conversion rate of organic traffic on Apple Store product page through A/B testing.

Through the new capabilities, marketers engaged in ASO, UA, mobile marketing or growth fields can provide attracting information to the right audience , which gradually increase app installs and boost their app organic traffic growth.

How to effectively organize natural promotion page (product page optimization, PPO)?

• Make sure your team responsible for organic traffic promotion and user acquisition (UA), are familiar with these changes;
• Brainstorm and research your most important organic audience. Do they come from search, browsing or brand search?
• Establish hypotheses for these audiences;
• Make a creative content for your new CPP;
• Start a testing process to verify that your hypotheses about audience is correct;
• Create a loop for monitoring and measuring PPO test performance and optimization.

How to start the creative optimization of the iOS 15 app store?

How to optimize iOS 15 Apple store paid promotion?

We decompose your app store paid promotion into four main parts in a loop. In each loop, iterate and push further improvements to boost your mobile growth.

Stage 1: Organize your custom product page (CPP) in the app store

As the industry adopts these new App Store capabilities, your top competitors will have more efficient user acquisition tools to promote paid installs through personalized channels. In the cyclical marketing process from testing to optimization, the product page information matches target audience psychological needs higher and higher, leading to more traffic and user growth.

As marketers, we must start as the role of the audience. Segment your paid traffic to relevant audience by asking yourself three questions:

1) Where is it?
Which channel do your paid users come from? List the data from the most important channel to the least important channel.

2) WHO?
Understand your user through user personas and clarify your target audience.

3) When?
Understand at where and why you spend most of your budget? Does it center on certain events throughout the year or season? That implies practical opportunity.

Create your database model from the information above, including the UA advertising creation that affects you, the main audiences, channels and specific timing throughout the year.

Stage 2: Testing and analysis

Once you have several CPPs to test a hypothesis, you can run your tests.

During the test, our attention is the traffic of each CPP and their conversion rate, retention rate and ARPPU, and finally determine which CPP is the best.

After finding the best idea, you can bring all traffic to this creative page and witness the increase of the conversion rate and paid traffic audience installs.

Stage 3: monitoring and analysis

After determining the most suitable creative page, you should monitor CPP's ROAS, conversion rate, retention rate, and ARPPU over time to determine:

• Improvement of conversion rate and retention rate;
• CPP will experience a decline in conversion rate after a period of promotion, because it has not updated for a long time. You should re-test at this point ;
• This is a continuous loop undergoing assumptions, testing, analysis, optimization and re-test.

Throughout the optimization process, your CPP is always in the loop of testing - re-optimizing - re-testing. Get the analysis results through tests, and then further optimize the performance of the same audience segment, or choose the next highest priority audience to optimize CPP.

You can also run multiple tests at the same time. For a certain localization, suppose you have 35 custom product pages, you can run 8 tests at a time, and each test has 4 variants to test different hypotheses.

Once you have identified the correct variant for a particular audience, you can use the tested CPP further test other audiences.

Summarize

We explained the optimization details of iOS 15 app store above, and provided you with a general model for optimizing paid traffic of app store. After each loop, you should re-evaluate your hypothesis. Your audience preferences may have changed, and there may be new competitors who use different design styles or offer new value propositions.

CPP optimization is very dynamic. By following this powerful process model, you will always master your audience segments and the most suitable CPP ideas. So you can maximize conversion rate, retention rate and ROAS, and boost your mobile traffic growth.