2021 has proven itself to be a big year for mobile apps, and for iOS the approaching changes are even more substantial. A long-awaited update is coming to the App Store, namely the introduction of an A/B testing tool that allows developers to directly test different treatments of their product page on App Store Connect.
2021 has proven itself to be a big year for mobile apps, and for iOS the approaching changes are even more substantial. A long-awaited update is coming to the App Store, namely the introduction of an A/B testing tool that allows developers to directly test different treatments of their product page on App Store Connect. Although A/B testing has been available for developers on the Google Play Store through Google Play Experiments since May of 2015, Apple has continuously fallen short in offering a similar feature that allows for convenient testing. Instead, developers on the iOS App Store rely on deploying new builds to compare metrics before and after, utilizing third-party testing, or using conversion optimization via Apple Search Ads creative sets. This is all changing with the introduction of Custom Product Pages and Product Page Optimization. Custom Product Pages One of the challenges when optimizing apps for specific audiences is creating a product page that can speak to people’s unique interests, backgrounds, and user behavior. These key differences in preference can potentially prevent developers from reaching users who may be interested in their app but are not included in the targeted keywords and metadata. Apple has announced the launch of Custom Product Pages, a feature that allows developers to create up to 35 custom product pages to effectively target a diverse audience. Custom Product Pages can help to emphasize different app features and content for different users. By allowing each custom product page to include a different set of app preview videos, screenshots, and promotional text, developers can ensure that their sought after demographic is spoken to. Additionally, Apple has revealed that each page will be fully localizable and shareable using its own unique URL. This means that developers can share these unique URLs in ideal locations where their targeted audience may be more prevalent. The metrics and data for all Custom Product Pages will be visible in App Analytics, this includes impressions, downloads, and conversion rate.
