At its WWDC21 conference held on June 7, Apple discussed the changes that would arrive with iOS 15, the next version of the iPhone operating system. Some of the features announced at the conference directly affect ASO and paid channels. In this respect, we can say that Apple introduced a series of opportunities that could improve the marketing activities of mobile applications.
At the conference, Apple announced Product Page Optimization and Custom Product Pages, two features that allow marketers to focus more on organic channels. Product Page Optimization enables greater use of A/B testing, while Custom Product Pages make it possible to customize applications for special occasions and campaigns.
What Will We Be Able to Do?
With the Product Page Optimization feature introduced as part of iOS 15, Apple will allow application pages to be customized for two different categories: paid and organic channels. This will enable us to design new application pages for different target audiences.
With Custom Product Pages and Product Page Optimization, which entered our lives with iOS 15, we will be able to run A/B tests on custom pages and view which clicks and interactions occur.
We will also be able to create dedicated product pages for special occasions, campaigns and similar scenarios. These custom pages can increase our ability to reach end users and may make a significant contribution to CRO activities.
Product Page Optimization: A/B Testing
For A/B testing, up to three different variations can be created alongside the default product page and compared to determine which one delivers the best results. Comprehensive application analytics can also be accessed through App Store Connect, and tests can run for up to 90 days. While a test is active, the performance of impressions, page views, installations and conversions can be monitored for each variation.
For every test, we will be able to define the percentage of the audience that sees the test pages. For example, if 30% of total traffic is allocated to three different A/B test variations, each variation will receive 10% of the total traffic.
One of the strongest aspects of A/B testing is that each test can be localized for different audiences. This allows us to monitor and collect insights into the behaviour of users from different countries and cultures.
Which Elements Can We A/B Test?
- Screenshots
- Application icons
- App previews
All metadata planned for testing must be submitted to the App Store for review. Variations containing screenshots and app previews can also be submitted for review without being connected to a version update.
Elements That Can Be Tested
- Icon
- Screenshots
- App previews
Elements That Cannot Be Tested
- Title
- Subtitle
- Description
- Keywords
A/B Test Measurement
Because A/B test variations may appear in store searches and organic results, we can also evaluate their performance within these areas. If this process is optimized effectively, it may help us create the most suitable product page.
Note: To test a variation of the application icon, it must be included in the icon assets of the application version that is currently live. Application versions should therefore be prepared accordingly.
Creating Custom Product Pages
When creating Custom Product Pages, changes are permitted only for the following elements:
- App preview videos
- Screenshots
- Promotional text
We will be able to create up to 35 Custom Product Pages by updating these three elements. In addition, the pages can be localized into the languages we choose.
Apple will assign a unique URL to each of these pages, and the customized pages will be accessible only through these URLs. The pages will not appear in organic results or in-app searches. They will only be visible when users follow the URL assigned by the App Store.
With the new iOS update, it is now possible to create product pages tailored to specific target audiences. Adapting the message to the audience’s purpose has the potential to improve conversion rates significantly.
Analytical data associated with each product page, including downloads, impressions, conversion rates and more, can be monitored and reviewed in App Analytics. It will also be possible to view the average revenue generated per user for each Custom Product Page.
Which Metrics Can We Measure with App Analytics?
- Downloads
- Impressions
- Conversion rates
- Retention rates
What Can Be Done with Custom Product Pages?
The links assigned by the App Store to the Custom Product Pages we create can be used across advertising platforms such as Google Ads, Facebook, Instagram and TikTok. This allows us to direct users to product pages specifically designed for the relevant target audience. It is worth noting that these pages will only be visible to users who have the relevant link.
You can optimize your app store page according to the content you share on social media. This type of work may contribute to significant improvements in conversion rates. For example, a dedicated product page can be created for a campaign promoted on Facebook.
Similarly, campaign designs used on your website can be adapted to your app store page. Users arriving from the website can therefore encounter the same design when they reach the store.
By contextualizing your website, social media content, advertising channels and app store presence together, you can create a more influential experience for users.
As another example, an app store page can be designed specifically to appeal to women for a campaign created only for female users. This can make the store page much more attractive to the intended audience. Advertisements or content published on social media should link directly to the relevant Custom Product Page.
Custom Product Pages can also be created for special occasions and campaigns. For example, campaign pages prepared for Black Friday can be aligned with advertising messages to reach end users more effectively. Similar concepts can be designed for Valentine’s Day, Mother’s Day and New Year’s Eve.
Retargeting campaigns can also be conducted through Custom Product Pages. Retargeting activities can be planned using the unique URLs generated for these pages.
Custom Product Pages can also bring a new perspective to email marketing. By aligning campaign links with the application, users can be directed to the relevant application page.
WWDC21 can be considered one of Apple’s most comprehensive conferences. The event introduced several features that enable strategic actions on both the store and application sides. It was particularly valuable in terms of target audience management and building store experiences tailored to those audiences.
Rather than relying on a single strategy, brands should diversify their marketing efforts by focusing on multiple platforms and a variety of target audiences.
For more information:
https://www.appsflyer.com/use-cases/customer-experience-deep-linking/apple-custom-product-pages/
https://developer.apple.com/videos/play/wwdc2021/10295/
https://www.yellowheadinc.com/blog/how-will-the-ios-15-update-affect-marketing/
