Before iOS 15 went available, Apple had already teased its new App Store features. Now with in-app campaigns, custom product pages and product page optimizations coming, mobile developers and marketers can start using Apple's native platform for marketing. In addition to what we covered earlier, let's take a deeper look at what we've learned so far about the new iOS 15 features.
In-app events
In-app events officially launched in late October 2021, and since then several popular apps and games like TikTok and Genshin Impact have been promoting their special events on the App Store. This feature provides a way for developers to create events in their apps and showcase them in the App Store.
To learn more about in-app events optimization, you can check "
How to Utilize In-App Events to Increase Your Mobile App Visibility and Engagement?" of our previous articles.
In-app events in app analytics
Developers can also now check the analytics of in-app events through App Store Connect.
In a news update posted to the Apple Developer website, the company announced that developers can now access in-app event analytics in App Store Connect. Some of the available metrics include "event page views, alert and notification data, and the number of downloads and redownloads driven by your in-app events.
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In-app events to get featured
In-app events affect mobile app growth across all traffic sources. In addition to product detail pages, in-app events appear in search results and featured display positions. In addition, there is a section dedicated to in-app event features.
In-app event metadata
Another good news is that the keywords contained in the event name and short description are being indexed! This means you will have a higher chance of ranking in the app store search results for these keywords. So make sure you include the relevant keywords you want to rank for in your in-app event names and short descriptions!
In addition, Apple has explicitly stated that front-end event metadata should not: use excessive punctuation or all caps; make unverifiable statements such as "best" or "#1"; display pricing information; or include any content that you do not have permission to use.
Another important thing to consider is the possibility of submitting multiple elements. For example, you can now submit both in-app events and product page tests for review. However, you cannot submit additional assets while these entities are pending review. You also cannot submit a new version of your app until the App Store review team has completed the review process. Therefore, be sure to plan ahead, especially for time-sensitive elements.
Custom product page
Customization is revolutionizing the way we do business with apps. It's no longer one size fits all. Great marketing campaigns are tailored to specific people throughout the customer journey. Now, for the first time on the Apple App Store, Custom Product Pages (CPPs) allow app marketers to create different product pages for specific audiences. Plus, they can be shared via a unique URL. You can use these URLs anywhere you use links to drive traffic to your target pages. This could be an email marketing campaign or a paid UA campaign.
We can definitely emphasize that it is a powerful feature to increase conversion rates, cost per install and ROAS.
To learn more about custom product page, you can check "
How to prepare your App Store custom product pages (CPPs) for iOS 15 ASO?" of our previous articles.
Apple Search Ads to support custom product pages in early 2022
Apple is officially announcing support for CPPs in its Apple Search Ads in early 2022, and once the integration rolls out, you will be able to select custom product pages from your Apple Search Ads account. This will allow you to create variations of product pages that are most attractive to different keyword groups. Envision a CPP for your competitor keyword group or for a specific type of keyword group (match 3, with home decor) that shows the most relevant messaging and creative for that audience.
As part of the transition, Creative Sets will be removed from Apple Search Ads. This means that ads with Creative Sets will stop running shortly before CPPs are integrated into Apple Search Ads. Your default ads will be placed instead. Once the integration rolls out, customer product pages will build a robust replacement.
In addition, when CPPs are available in Apple Search Ads, you can show users specific visual effects. As you know, people will find your app through different paid keywords in Apple Search Ads. For a multifunctional travel app, these keywords might be "airfare" or "hotel. For these keywords, which reflect different functions, you should build appropriate product pages that reflect those functions.
Custom product pages may appear in features
According to the announcement, while custom product pages will not appear when users search the App Store, they may appear in the Today, Games, and Apps tabs if the editorial team sees fit. That means search results will not be affected by custom product pages, and they will not appear when someone searches for your app or game in the Apple App Store. They may, however, appear in featured locations such as the Today, Games, and Apps tabs. As a result, CPPs have a minimal impact on your browsing traffic.
Product page optimization
The long-awaited launch of this new iOS 15 feature finally arrives on December 8, 2021. But what does this mean for app marketers? Product Page Optimization (PPO) enables you to run native A/B tests on the default app store page.
As a reminder, PPO only runs on your default product pages and will only receive natural traffic if you properly leverage custom product pages by driving all paid UA traffic to them. So, in short, PPO is a way to A/B test "natural" App Store product pages for natural search and browsing traffic.
As more and more traffic will be processed through CPP, it will become an important part of organic conversion rate optimization. App Analytics will allow you to measure the number of displays, downloads and conversions on each page, showing you which processing works better and can replace your default product page.
To learn more about product page optimization, you can check "
More iOS 15 Details Are Here: Product Page Optimization and Everything Coming to iPhone" of our previous articles.
However, keep in mind that so far, PPO still has some limitations.
Product page optimization with creatives
Icons with a new app submit
In contrast, in order to test the aesthetics of the app icons, you must submit a new version of the app that contains the icons to be tested in the app binaries. The reason behind this is that Apple wants to make sure that users who have downloaded an app with a specific icon will also see the same icon on their home screen.
If the winning version is not your current variant and you want to roll it out to all users, you must include that new icon in the next app submission.
Test screenshots and app previews without a new app version
The new product page optimization feature allows you to test up to 3 different versions of screenshots and app previews. In addition, you do not need to have a new version of the application to start testing. If you want to test new ad materials as your treatment, then you will need to submit them for review. When reviewing your submissions, the latest live application version will be used. This means that the status of your app must be "ready to sell. According to Apple, it can take up to 24 hours for your creative to be accepted. In our experience, reviews are approved within a few hours most of the time.
If you're just reordering approved screenshots and video previews, there's no need to resubmit and you can start testing right away. That means no more reviews are needed because they've been previously approved by Apple. This is a great opportunity to test screenshot sequencing.
Product page optimization only shown to iOS 15 users
First an important note to consider. Only iOS 15 users are eligible to view PPO tests. As of today, iOS 15 has an adoption rate of about 56%, and I expect it will soon exceed 70%. As adoption continues to increase, more sample traffic will become available for testing.
Localization testing in product page optimization
You can also run tests only in specific locations. This means that if your application is localized in multiple languages, you can choose to run the tests in only one (or more) of those languages. You can also choose the percentage of the audience that will see the treatment, and if you run multiple treatments in the same test, the percentage you choose will be split evenly between the different variations.
It cannot be stressed enough that proper localization is the key to app marketing success! This also applies to your product page testing. For each test, you can choose a specific localization. In other words, it gives you the opportunity to test with different audiences.
When localizing your tests, please note one key point. If you use the default settings and select all localizations, then all users will see the localized version you are testing. For example, if you want to test French screenshots, but you do not select French as a localization, then your test will be shown to all users, even those who do not speak French. So be sure to always select the specific localization you want to test!
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