App Retailer Optimization (ASO)
February 21, 2023
Customized Product Pages have gotten an ASO staple. Combining effectivity with decrease prices, they’re an incredible addition to any ASO (or UA) technique. With concentrating on changing into extra difficult after ATT and the looming lack of entry to third-party cookies, CPP are the right answer. Personalize your customers’ expertise even earlier than they hit obtain.
What are Customized Product Pages?
Customized Product Pages (CPP) is a brand new ASO function from the App Retailer launched in June 2021 for the annual WWDC. They grew to become obtainable just a few months later. CPP permits builders to create different product pages that may be reached via a selected URL.
The Play Retailer has its personal model of CPP known as customized retailer itemizing and you’ll create as much as 50 customized pages there.
On the App Retailer, these customized pages can be utilized for Apple Search Advertisements campaigns as effectively, if you wish to arrange an ASA marketing campaign utilizing completely different visible property than your default web page you must create a customized web page.
Right here’s what you are able to do with Apple’s customized pages:
- Create as much as 35 completely different customized product pages
- Every web page is barely reachable via its distinctive URL
- Every web page might be linked to an ASA marketing campaign
- Every web page is totally localizable
- You possibly can customise app preview movies, screenshots, and promotional textual content however can not modify the icon, title and subtitles
- Every web page must undergo App Evaluation
What CPPs carry to the sport
Customized pages assist you to create a powerful hyperlink between paid and natural. Earlier than them, potential customers would click on on a UA inventive and land on a product web page that was extra generic and fewer focused. With CPPs you can also make your product web page really feel focused, which improves its outcomes.
Based on Phiture, Apple’s Customized Product Pages and Google’s Customized Retailer Listings carry a “drastically larger conversion fee from impressions to installs (IPMs) on Fb Advertisements, as much as 103%”.
That’s not all, MobileAction linked the usage of CPPs to a 17% improve in conversion charges, a 126% improve in tap-through charges, and a 554% improve in installs. It’s no surprise that extra individuals are turning to CPPs with such a degree of effectivity.
Along with robust outcomes, they’re more cost effective than utilizing your default web page. Certain, there’s an added price to producing a brand new set of creatives however customized product web page campaigns spent 5.21% much less per obtain and eight.91% per faucet.
With much less price and higher outcomes, it appears like a no brainer. Giving a shot to CPPs might carry nice outcomes and assist fine-tune your funnel to make sure an incredible expertise for customers.
Why CPPs are so efficient
CPPs create a seamless hyperlink between paid and natural. Because of customized pages, customers land on a extra acquainted product web page, one which’s instantly linked to the advert they clicked on (whether or not or not it’s UA or ASA). It additionally helps it really feel extra private and focused, particularly for a content material app that may actually alter its ASO visuals accordingly.
CPP adoption has develop into increasingly necessary currently. Based on Cellular Motion, it grew by 5 in H2 2022 and a few app or recreation classes are greater CPP customers than others. Video games (and particularly On line casino video games) appear to be actually large on CPP use.
Customized pages are an effective way to focus on particular audiences inside your potential consumer base. For cellular video games, for instance, you should use CPPs to focus on completely different gamer personas, and showcase completely different points of your recreation to make sure that customers will land on the simplest customized web page for them.
As a result of CPPs are the touchdown web page of paid campaigns (in any case they’re solely reachable via a selected URL), you’ll be able to adapt the customized creatives to the marketing campaign, making certain a seamless course of that may increase and pace up conversions. Outdoors of extra particular concentrating on, CPP can be used for seasonality.
You possibly can create ASA campaigns centered on seasonal key phrases and check out your seasonal creatives due to customized pages. It means that you can preserve your default web page for many customers and solely goal those that are in search of a seasonal app repair by positioning your self on seasonal key phrases with property that match.
Outdoors of seasonal use, customized product pages are a superb concentrating on software. Customers like personalization, in whichever types it comes. You possibly can select a extra particular matter or concentrating on for every customized web page, you’ll be able to reap the benefits of particular key phrases to showcase related sides of your app or recreation.
With CPPs’ inclusion in ASA, they’re no longer solely an incredible A/B testing software, however they’re additionally an effective way to supply a extra customized method to your customers, which is little doubt simpler (as we will see from the outcomes obtained).
With increasingly customers opting out of focused adverts, CPPs (and ASA by affiliation) are providing a great answer that depends on contextual clues (with particular key phrases focused as a substitute of individuals) to supply an expertise that doesn’t really feel invasive to customers.
Some recommendations on learn how to take advantage of out of your CPPs
- Reuse key phrases out of your advert marketing campaign in your description
- Use the same idea between the inventive and the customized retailer web page for a seamless consumer expertise, there ought to be little doubt within the consumer’s thoughts that your customized web page and your advert marketing campaign are speaking about the identical product
- Check completely different inventive choices (video previews, seasonal occasions, new app content material)
- Use seasonalized CPPs to place your self on seasonal key phrases with ASA
- All the time present actual app content material to keep away from confusion and churn when customers obtain the app
- Take the consumer under consideration, you’ve the chance to essentially adapt your customized web page’s visuals to your viewers, reap the benefits of it
- Spotlight latest in-app options
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video adverts, app retailer movies, and so forth.).
