Custom Product Pages

Exception: If you're running paid Apple Search Ads campaigns, CPPs are valuable even at lower organic volume because ad traffic is directed specifically to your CPP — you're not splitting organic impressions.

How Custom Product Pages Work

• You can create up to 35 custom product pages per app
• Each page gets a unique URL you can share or use in ad campaigns
• You can customize: screenshots, app previews, and promotional text
• The app icon, name, subtitle, and description remain the same across all pages
• Each page can be localized independently
• Available on iOS 15+ and macOS 12+

CPP vs Product Page Optimization (PPO)

Configuration Questions

Ask user via AskUserQuestion:

1. How many custom pages?

   • 1 page (single audience variant)
   • 2-3 pages (A/B campaign testing)
   • 4+ pages (multi-audience strategy)

2. What are your distinct audiences?

   • Different user roles (e.g., students vs. professionals)
   • Different use cases (e.g., personal vs. business)
   • Different traffic sources (e.g., Instagram vs. Google)
   • Different geographies/languages

3. What will you customize?

   • Screenshots only
   • Screenshots + app previews
   • Screenshots + promotional text
   • All three

4. Traffic sources for each page?

   • Apple Search Ads
   • Social media (Instagram, TikTok, etc.)
   • Website/blog
   • Email campaigns
   • Influencer partnerships
   • Organic/direct link

Generation Process

Step 1: Audience Analysis

For each audience segment:

• Define the primary value proposition
• Identify pain points this audience has
• Determine which features matter most
• Choose the emotional angle (productivity, creativity, fun, savings)

Step 2: Generate Page Metadata

For each custom page:

1. Page name (internal reference)
2. Promotional text (170 characters, customizable per page)
3. Screenshot strategy (which features to highlight, in what order)
4. App preview strategy (optional, what to show in video)
5. URL (generated by App Store Connect, but plan the naming)

Step 3: Screenshot Sequencing

Design the screenshot order for each page to match the audience's priorities:

• Screenshot 1: The hook — the single most compelling feature for this audience
• Screenshot 2-3: Core value proof — features that solve their specific problem
• Screenshot 4-5: Depth and trust — breadth of features, social proof

Step 4: Produce Strategy Document

Output Format

# Custom Product Pages Strategy: [App Name]

## Audience Segments

| Segment | Description | Traffic Source | Page URL |
|---------|-------------|---------------|----------|
| [Name] | [Who they are] | [Where they come from] | [CPP URL] |

---

## Page 1: [Audience Name]

### Audience Profile
- **Who**: [Description]
- **Pain point**: [What frustrates them]
- **Value prop**: [What you solve for them]
- **Traffic source**: [Where this page is linked]

### Promotional Text (170 chars)
> [Customized promotional text targeting this audience]

### Screenshot Strategy
| Position | Feature | Caption | Why This Audience Cares |
|----------|---------|---------|------------------------|
| 1 | [Feature] | [Caption text] | [Relevance to audience] |
| 2 | [Feature] | [Caption text] | [Relevance to audience] |
| 3 | [Feature] | [Caption text] | [Relevance to audience] |
| 4 | [Feature] | [Caption text] | [Relevance to audience] |
| 5 | [Feature] | [Caption text] | [Relevance to audience] |

### App Preview (if applicable)
- **Opening shot**: [What to show first]
- **Key demo**: [Core feature for this audience]
- **Closing CTA**: [Call to action]

### Keyword Alignment
Keywords this audience is likely searching for:
- [keyword 1]
- [keyword 2]
- [keyword 3]

---

## Page 2: [Audience Name]
[Same format as Page 1]

---

## Implementation Checklist

- [ ] Create custom pages in App Store Connect
- [ ] Upload audience-specific screenshots for each page
- [ ] Write promotional text for each page
- [ ] Get unique URLs for each page
- [ ] Configure Apple Search Ads to use specific pages (if applicable)
- [ ] Set up UTM tracking for non-ASA traffic sources
- [ ] Monitor conversion rates per page
- [ ] A/B test within pages after initial launch

Strategy Templates by Use Case

Multi-Persona App

Example: Productivity app for students, freelancers, and teams

Campaign-Specific Pages

Example: Fitness app running ads on multiple channels

Feature-Specific Pages

Example: Photo editing app with multiple use cases

Measurement & Optimization

Key Metrics per Page

• Impressions: How many people see the page
• Conversion rate: Impressions → Downloads
• Retention: Do users from this page stick around?
• Revenue: Do users from this page convert to paid?

Optimization Cadence

1. Week 1-2: Launch all pages, gather baseline data
2. Week 3-4: Identify best and worst performing pages
3. Month 2: Iterate screenshots on underperforming pages
4. Month 3: Test new promotional text variations
5. Ongoing: Refresh screenshots quarterly, adjust for seasonal relevance

References

• Related: generators/product-page-optimization — A/B test the default page
• Related: app-store/screenshot-planner — Screenshot design and sequencing
• Related: app-store/keyword-optimizer — Keyword strategy per audience
• Related: app-store/marketing-strategy — Overall promotional strategy