APP MARKETING 2.0: APPLE'S CUSTOM PRODUCT PAGES
Utrecht, 15 February | 3 minutes
App marketing is booming and offers more and more possibilities. More apps are instantly found in the App Store. Currently, more than 60% of apps downloaded are a direct result of a search in the App Store. This of course means that there is also more and more competition in this marketplace. To help with this and optimally reach your target group, Apple has added the Custom Product Pages (CPP) called in life.
APPLE CUSTOM PRODUCT PAGES
The option for Custom Product Pages opens up new opportunities for App Store Optimization (ASO). The name says it all: you can now create a maximum of 35(!) unique product pages. This offers many opportunities to reach the different target groups and/or to communicate USPs. Below is a good example of Mountain Climber. The same app with three different product pages. All three focus on different target groups: cyclists, hikers and climbers. All to meet the needs of the user.
Note: These pages will only appear in combination with Search Ads, not if your app is organically listed in the App Store.
NEW MARKETING OPPORTUNITIES
Optimizing your campaigns (A/B testing)
With these Custom Product Pages you can optimize every campaign. For example, do you run ads in the Google search engine on a specific keyword? Then it is now possible to send the mobile visitor directly to a specifically designed product page. Again, the following applies here: aall to meet the needs of the user.
You can also compare beautiful product pages with this new functionality. Are you not yet completely convinced of your content (text, icons or images)? Then create two product pages with only one difference. After a few weeks you know exactly which of the two performs better.
Measuring is knowing
Each Custom Product Page you create will have its own unique URL. You can compare this with Google's UTM builder. You can add these URLs to advertisements, email campaigns, etc. You can then read the results of these individual links in App Analytics in your App StoreConnect account.
You can here per individual page view the impressions, downloads, re-downloads and conversion rates. App Analytics also always compares the results with your standard product page.
Would you like to know more about the Custom Product Pages? Watch the 'Get Started With Custom Product Pages' video below WWDC21.
PS: could your app use some extra promotion? Our marketeers are ready for you. Take without obligation contact without obligation.
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