Recently, the ASO World technical team tested and found that the [Customized Product Page] and [Product Page Optimization (A/B Test)] functions were launched in the iTC backend, which means that from now on, developers can customize the product details page to attract specific The crowd downloads the App and can also perform A/B tests on the metadata of the product! The following editor will take you to learn more about these two major functions!


Table of Contents


Custom product page

What is a custom product page?

According to Apple’s explanation, the custom product page function is mainly used to help developers create multiple versions of App Store product pages to display different functions or content in the App (such as specific sports, characters, programs, or game functions). In order to attract users who may be interested in this content.


Each product page can use screenshots, preview videos, and promotional text that are different from the default product page to highlight different App features or content.


In addition, each product page will be equipped with a URL link, and developers can use the link to direct specific audiences to this page. For example, you can use a certain sports team to promote it in a marketing advertisement and set the link of the advertisement to focus on displaying the customized product page of the sports team.


In addition, custom product pages:

1) Up to 35 customized product pages can be published at one time;


2) A custom product page can be created and deleted at any time. After the custom product page is deleted, the user will be automatically redirected to the default product page of the App when the user visits the URL of the product page.


3) The metadata used in all customized product pages must be reviewed, but can be submitted for review independently of the updated version of the App;


4) During the review period, the screenshots, preview videos and promotional texts of the customized product page cannot be modified. If you need to modify, you need to cancel the submission and resubmit after the modification.


5) You can view the number of impressions, downloads, conversion rate, etc. of the product page through App Analytics, and monitor the conversion rate of each custom product detail page;


6) When users search for App in the App Store, they still see the default product page, but the customized product page may appear in the recommended pages of "Today", "Games" and "Apps";


7) The customized product page is currently only available in the App Store with iOS 15, iPadOS 15 or later.


How to set up a custom product page?

The ASO World technical team found in the test that, like "in-app activities", developers still need to apply to join the update experience through the link in the iTC background notification before they can get the function of [customized product page]. And currently only the "account holder" is eligible to join the experience program. (If you have previously created an "in-app activity" for this operation, you do not need to apply again)


After joining the update experience, the developer enters "My App", and the "Custom Product Page" option will appear in the left menu bar. Click the "Create Custom Product Page" button that will appear, click the button to start creating.


First, you need to fill in the reference name (the reference name is used to refer to the name of the customized product page, this name will not be displayed on the customized product page), then the developer can choose a blank customized product page or copy the existing version of the default product Page, click to create after selecting:


Then you need to further fill in the detailed information, including preview video and screenshots, promotional text, etc., and the page will automatically generate a URL link for the customized details page, as shown in the figure below. After filling in, click on the upper right corner to save/add for review, submit, save or Audit.


The customized product page stored/submitted for review will be displayed on the right side of the [Customized Product Page] option page (here you can add up to 35) as shown below:


If the submission is successful, the developer can use specific URL links to promote in emails, events, etc., to attract different users.


Product page optimization (A/B test)

What is product page optimization (A/B testing)?

In addition to customizing the product details page, developers can also set different icons, screenshots and preview videos for the App to compare the effects of different materials, understand user preferences, and optimize the product details page.


This feature is similar to Google Play’s detail page testing feature and the material testing of ASA Apple’s bidding ads. We will be able to conduct A/B testing on metadata in order to more intuitively understand user preferences and make attributions more precise.


For example, will the icon change bring about a better conversion rate, or whether a specific feature has increased the download volume of a specific localization by highlighting in the screenshot, etc. The relevant details are as follows:


1) The entire test cycle is 90 days long;


2) One test can be submitted at a time, and each test group (except the original product details page) can try up to three test schemes;


3) Once the test is started, it cannot be changed.


4) The test can be terminated at any time, but once the test is terminated, it cannot be rerun. If you need to start, you need to recreate the test and start a new round of testing. In addition, if a new App version is submitted during the test run, this round of testing will be automatically terminated;


5) Any metadata used for testing needs to be submitted to Apple for review;


6) If the test material only contains backup screenshots and preview videos, it can be submitted to Apple for review independently of the new version of the App;


7) If you want to test other icons, the icon to be tested must be included in the binary file of the released application.


8) You can customize the traffic distribution ratio and the localized version language.


9) You can view the number of impressions, conversion rate, etc. in the App Store Connect background.


How to optimize the product page (A/B test)?

Obtaining the function of [Product Page Optimization] is the same as obtaining the function of [Customized Product Page], both of which require developers to apply to join the iTC Update Experience Program.


After joining the update experience, the "Product Page Optimization" option will appear in the left menu bar. Click the "Create Test" button that appears on the right to start creating a test.


After entering the "Create Test" page, we can set the name of the test group, the number of test plans, custom traffic distribution ratio, and the language of the localized version.


It is worth noting here: select the traffic ratio, that is, what percentage of users the App Store should randomly display the test plan to instead of displaying the original product page. For example, if you set up three test plans in a test, if you choose a traffic ratio of 75%, 75% of all users who visit the App product page will see the test plan, and each plan will be awarded 25% flow.


In addition, we can also click on the arrow next to "Estimated Test Duration" and select the target for improving the conversion rate of the product page to view the estimated duration and number of impressions required to achieve this target.


This value is estimated based on the App’s current performance data (such as daily impressions and new downloads) and is for reference only and will not affect testing.


After setting these, we can click Create Test.


Then the next step will enter the stage of setting detailed information for different test scenarios. When creating a test plan, in addition to the system automatically copying the metadata of the original product page, we can set different preview videos, screenshots and icons for each plan.


It is worth noting here that when the App binary file contains multiple icons, we can see the "App icon" tab page similar to the figure below. When there are no multiple icons in the binary file, the tab page will not be displayed (as shown in the figure above). If you want to change the icon of the solution, you must ensure that the candidate icon is included in the binary file of the App version currently on the shelf.


In addition, if you choose to upload new materials, you need to be reviewed by Apple before you can start the test. (Ps: Apple hints here that all submitted content will usually be reviewed within 24 hours, regardless of the number of items or whether it contains the application version.)


If you only use the screenshots or preview videos of the currently released App Store (make a different combination or modify the order), or just replace the alternate icon, you do not need to wait for the review to start the test.


After setting up all the materials, we can click Test to start the test! Soon after starting the test, you can view the product page optimization test results. The test results include: the expected conversion rate of each product page plan, the conversion rate comparison between different product page plans, etc.


Conclusion

The two major functions of the iTC backend, [Customized Product Page] and [Product Page Optimization], one is designed to help developers accurately attract specific user groups, and the other is to help developers test different metadata and understand users’ Preferences, optimizing the product details page can be said to not only take care of the acquisition of traffic, but also take into account the download conversion~~Currently, the iTC background can be created, and you can consider using it~~

Post a Comment

Previous Post Next Post