Apple Product Page Optimization and Custom Product Pages
Use Product Page Optimization for controlled default-page tests and Custom Product Pages for audience-specific store experiences.
Two Different App Store Tools
Product Page Optimization and Custom Product Pages solve different problems. One tests alternatives on the default page; the other creates audience-specific pages with their own shareable URLs.
Product Page Optimization
Apple Product Page Optimization can compare up to three alternate treatments with the original product page. Treatments can vary the app icon, screenshots, and app previews. App Store users are assigned to a treatment during the test, and App Analytics reports estimated lift and confidence. Product Page Optimization is for the default product page and is not available for Custom Product Pages.
Primary source: https://developer.apple.com/help/app-store-connect/create-product-page-optimization-tests/overview-of-product-page-optimization
Custom Product Pages
Apple allows up to 70 Custom Product Pages for an app. Each page can use different screenshots, app previews, promotional text, and approved keywords, and can be localized and shared with a unique URL. A page can target a feature, audience, season, or campaign without replacing the default product page.
Primary source: https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions
Prepare a Focused Variant
Start with a written hypothesis. Change one main idea when the goal is to learn why performance moved: for example, an outcome-led first screenshot versus a feature-led first screenshot. Keep the product build, audience, and other campaign conditions as stable as practical.
Interpret Results Conservatively
Use the confidence and estimated-lift information reported by App Store Connect rather than setting an arbitrary runtime or impression threshold. Record inconclusive tests. A short-lived early lead is not evidence of a winner, and a seasonal result may not generalize to the rest of the year.
Build a Reviewable Variant
Duplicate the approved screenshot project, change the intended variable, and export the same selected display classes for both versions.
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