Custom Product Page (CPP)
A Custom Product Page is a feature provided by the App Store that lets developers and marketers design distinct product pages with customized content, including screenshots, videos, and promotional text.
What is Custom Product Page (CPP)?
As a new feature added to Apple’s iOS 15, Custom Product Page is deemed to have a large impact on User Acquisition (UA). As Apple explains, both marketing and development teams now can customize up to 35 page versions on the App Store to enhance relevance, or in other words, design them according to the characteristics of the target users and for each specific campaign. Through this new feature, marketers have more options to personalize their approach to target users, communicating different messages at ease while also developing paid ads strategies for UA on iOS.
Pro tips on CPP
Technically, this involves 3 steps: Segmentation, Tailoring, and Distribution:
Segmentation
It means identifying different user groups based on their characteristics and preferences. This is of the utmost importance, as it will set the guidelines for the rest of the process. You can follow the structure of CPP segmentation as follows:
- Audience segmentation: By use case, user intent or character/element - i.e. gaming
- Seasonal Promotion: On special occasions of the year
- Standing out from the competition: By directly competing with your rival companies.
Tailoring
It means creating separate product pages tailored to each segment's interests or campaign's focus. These customized pages can be linked to specific marketing campaigns, such as email blasts, social media ads, or search ads, directing potential users to a version of the app store page that is most likely to resonate with them.
Distribution
It means using unique URLs for each custom page and assigning it to the targeted user group to track the performance of each page in terms of views, downloads, and conversion rates, gaining valuable insights into which messages and visuals perform best.
How to measure success?
After activating your custom product pages, you can track their success through App Analytics within App Store Connect. Under the Acquisition section, metrics such as page views, app downloads, re-downloads, and conversion ratios are available, offering insights into the efficacy of each page in promoting app installs. Additionally, you can:
- Determine whether users who installed your app via a custom product page exhibit higher engagement levels or make more in-app purchases.
- Access data on user retention and the average revenue per paying user specific to each custom product page.
- Evaluate how your custom product pages perform in comparison to your standard product page.
CPPs and Airbridge
With a Mobile measurement partner (MMP) like Airbridge, tracking and analyzing have never been easier! Airbridge uses a unique tracking link to redirect users to a specific CPP, and combines with the data of keyword groups from Apple Search Ads to run your campaign’s performance measurement.
To see how Airbridge tracking links can redirect users from mobile DSPs and ad networks to specific CPPs, do not hesitate to book a demo or hop on the journey of powering your performance.