Apple’s iOS 15 CPP & Their Impact on ASO

On December 8, 2021, Apple launched extremely anticipated and important new options for App Store Optimization (ASO), together with in-app occasions, product web page optimization (native A/B testing on the App Store), and custom product pages (CPP).

Table of Content

On this weblog, we are going to take an in-depth take a look at customized product pages and their impression on ASO. Specifically, we are going to reply the next questions:

What are customized product pages?
When do you have to use customized product pages?
How do customized product pages impression ASO?
Tricks to set customized product pages up
How you can leverage customized product pages on the App Retailer

What are custom product pages?

Customized product pages are alternate variations of an App Retailer product web page that app entrepreneurs can create to spotlight completely different functionalities, content material, or gives than these proven on their default web page. Consequently, entrepreneurs can leverage these web page variations to focus on completely different segments of their audience. With customized product pages, builders can:

Create as much as 35 custom-made variants of their default product web page per language
Change their promotional textual content, screenshots, and/or app preview video with every variant

Customized product pages are accessible through a singular URL (not through app retailer natural search). Consequently, visitors pushed to the customized product web page comes from direct and referral visitors, serving to app entrepreneurs higher adapt their message to audiences coming from completely different channels (and thus enhance the efficiency of efforts, equivalent to paid advert campaigns, influencer advertising, or different advertising initiatives).

Customized product pages are additionally suitable with Apple Search Adverts. As Apple retired its Artistic Units performance in direction of the start of 2022, as an alternative, now you can hyperlink to customized product pages to create completely different advert variants. When utilizing customized product pages with Apple Search Adverts, you’ll be able to create extra related advertisements for a various viewers.

Customized product pages, a game-changer for UA managers, are suitable with all advert networks that assist a singular URL. However on Fb, for instance, you don’t have the choice to offer a singular URL when creating app campaigns simply but.

When do you have to use customized product pages?

With CPP, Apple offers builders with many alternatives to focus on particular consumer personas on completely different channels with distinctive messaging. Consequently, builders can implement customized product pages for the next use circumstances:

To streamline your app web page along with your marketing campaign messaging or audience

Customized product pages are elementary to promoting managers seeking to promote sure options, new content material, or particular reductions and promotions. With this new operate, advertisers can align what customers see on the app web page with the promoting message they see on promotional campaigns. The next examples assist us perceive this higher:

Spotlight options and functionalities

The social networking app Bumble is split into three important functionalities: Bumble Date, Bumble BFF, and Bumble Bizz. When Bumble runs an promoting marketing campaign focused to customers most eager about Bumble Bizz, they might create a customized product web page highlighting Bumble Bizz’s important advantages moderately than Bumble Date’s options. They may then direct visitors from Bumble Bizz advertising campaigns to the Bumble Bizz customized product web page.

Reap the benefits of content material preferences

The ESPN sports activities app might create a wide range of customized product pages when establishing several types of promoting campaigns that focus on soccer followers, baseball followers, or basketball followers. When related followers have interaction with the promoting, they’ll land on an app web page that showcases their sport of curiosity or favourite crew.

Showcase offers and promotions

The music streaming app Deezer might create a customized product web page to focus on a “3-month free” provide solely for customers shopping for a sound machine in a companion electronics retailer. Deezer might then have their companion hyperlink to this tradition product web page. In such a case, a customized product web page would talk the provide, thus maximizing downloads whereas avoiding irritating ineligible customers.

Make use of the visitors supply/medium

Just like content material preferences, customers might react higher to a customized product web page that showcases creatives linked to the particular channel that drove them to the App Retailer. For example, the sport Dragon Metropolis might wish to create a customized product web page highlighting the position of a well-liked influencer that was requested to drive consciousness round their app. This system would purpose to increase the impression of the influencer marketing campaign and improve conversion. Harmonizing creatives and messages with customized product pages might due to this fact drive downloads with out complicated customers coming from different visitors sources.

Advertisers might additionally use customized product pages to dynamically optimize marketing campaign efficiency. For example, chances are you’ll wish to use one customized product web page on weekdays and one other on the weekend as a part of the identical marketing campaign.

To A/B take a look at completely different retailer property

Customized product pages could possibly be used as an alternative choice to product web page optimization (Apple’s A/B testing function). You possibly can create two or extra customized product pages for a similar marketing campaign and take a look at which web page converts higher. This can be a very fascinating use case for builders seeking to A/B take a look at on the App Retailer regardless of the various challenges they at present face with Apple’s newly launched product web page optimization function.

To get detailed insights on reporting and attribution

The Analytics part of App Retailer Join permits builders to measure impressions, downloads, conversion charge in addition to proceeds and retention per customized product web page. Specifically, these metrics aggregated in App Retailer Join won’t be topic to the identical kind of consumer consent required by the App Monitoring Transparency framework.

Whereas Apple does require consumer consent to gather consumer knowledge, this course of is impartial of the ATT consent immediate that any app should show earlier than sharing knowledge with third-party attribution instruments or promoting networks. Consequently, knowledge noticed in App Retailer Join could be primarily based on bigger volumes than in third-party instruments if customers consent extra simply to Apple’s knowledge assortment than to app monitoring.

How do customized product pages impression ASO?

Customized product pages are solely accessible through a singular URL and will not be listed within the App Retailer. Nonetheless, entrepreneurs ought to perceive that the function might nonetheless impression ASO, since customized product pages assist to spice up the obtain velocity and conversion charges of apps and video games that implement them properly. Consequently, probably the most profitable apps in customized product web page implementation might, in truth, see natural rankings improve because the aforementioned standards might act as indicators for Apple’s rating algorithms.

Moreover, as customized product pages are suitable with Apple Search Adverts, they’re helpful to keyword-specific conversion charges that play a serious position in natural key phrase rankings. Total, whereas a lot of the problem lies within the arms of the referrer and the environment friendly segmentation of customers, ASO groups can play an necessary position in understanding the potential of various sources of referral visitors and precisely creating store-appropriate property for these customized product pages to match the related consumer personae.

Tricks to arrange customized product pages

Listed here are a couple of pointers to bear in mind when establishing customized product pages on App Retailer Join:

Of their devoted session at WWDC 2021, Apple shared that every one builders will be capable to arrange customized product pages from their App Retailer Join consoles.
Since builders don’t must submit a brand new app construct to add property for customized product pages, they’re able to arrange CPP impartial of their iOS builders’ submission schedule. Nonetheless, it doesn’t exempt customized product pages property from being reviewed by Apple, so ensure that all of your customized product web page creatives are compliant with the App Retailer tips, and that you just add them for assessment at the least a couple of days earlier than their related referrer marketing campaign goes stay.
Apple has but to launch particular data concerning the localizability of customized product pages, so hold an eye fixed out for bulletins as as to if a single customized product web page may be created in a number of languages, or if each language would require one devoted customized product web page out of the 35 most introduced.