On the third day of their 2021 version of WWDC, Apple launched 2 new instruments to your app’s product pages: product web page customization and product web page optimization. On this article, we’ll give attention to product web page customization, what’s it and how will you make one of the best of it? Beginning within the Fall with the launch of iOS 15, builders will be capable of customise their product web page and create as much as 35 totally different customization choices!
What’s Product Web page Customization?
As of immediately, there is just one product web page to your app on the App Retailer. In contrast to on the Google Play Retailer the place you’ll be able to create 5 personalized pages, all of your clients land on the identical web page and are confronted with the identical content material. This received’t essentially be the case after the discharge of iOS 15. Not solely will you be capable of create 35 customized product pages, however every of them will allow you to showcase totally different options and content material for various customers.
You’ll be capable of have a distinct set of app preview movies, screenshots, and promotional textual content on every web page, they can even be absolutely localizable on their very own and shareable utilizing their distinctive URL. App Analytics can even grant you knowledge particular to every web page akin to impressions, downloads, conversion charge, retention knowledge, and common proceeds per paying person. You received’t be capable of change your app brand, title, and subtitle, and earlier than being printed, every web page will nonetheless must be accredited by Apple Evaluation.
Nonetheless, in line with the data out there thus far, these customized pages will solely be reachable via their distinctive URL and never natural search inside the App Retailer. Which means that these customized pages will most certainly be used as a touchdown web page to your digital advertising campaigns.
To recap, these are the primary traits of customized product pages as marketed by Apple thus far:
- You may create 35 totally different customized product pages
- You may customise app preview movies, screenshots, and promotional textual content
- You may’t modify the icon, title, and subtitle in your customized pages
- Every web page may have its personal shareable URL (which would be the solely strategy to entry it in line with present info shared by Apple)
- Every web page is absolutely localizable
- Metrics particular to every web page shall be accessible via App Analytics
- Every web page might want to undergo App Evaluation earlier than being printed however you received’t must re-submit a brand new model of your app
How will you make one of the best of this new choice?
As a result of these customized product pages will solely be accessible via URL, you should utilize them to drive visitors to your product whereas adapting your messaging to your visitors supply. Let’s say you launch adverts on TikTok and Instagram to advertise your app. On each of those platforms, you’ll have a distinct viewers, and now it is possible for you to to ship these audiences to a touchdown web page that matches the advert they simply noticed. And since your advert shall be tailor-made to a particular viewers, your touchdown web page will match these customers’ expectations.
Due to this function, you’ll be capable of tailor your messaging to totally different audiences in line with the place you’re encountering them (social media, in-app adverts, your web site, even influencers’ campaigns), permitting you to focus on particular options of your app/sport for a extra focused viewers.
iOS 15 will permit your touchdown pages to match the advert that drew clients there, they’ll discover, on the opposite aspect of the hyperlink shared within the advert, a touchdown web page that makes use of the identical visuals than the advert they adopted. Adapting, not solely your advert however your touchdown web page to your person’s expectation will be an amazing increase to your conversion charges and ROAS.
Furthermore, you’ll be able to tailor your customized pages to showcase particular features, placing one character of your sport within the highlight for instance. You could decide on particular targets you need to attain, divide your viewers into key teams, and determine what you need to present to every group to get them involved in your app.
Now what? Which challenges await customized product pages?
In keeping with what Apple shared, you received’t be capable of run the brand new A/B testing function on customized retailer pages, you’ll must depend on the info offered to you by App Analytics after they’ve been printed. There was noticeably no point out on whether or not or not these pages may very well be used for discovery inside the App Retailer, through the use of a sure key phrase for instance. The principle consensus appears to be that these customized pages will solely be reachable via their customized URLs, and as such, primarily used as touchdown pages for paid person acquisition.
Additionally, somebody identified that Fb and Google App Campaigns ship folks straight to the App Retailer, so we’ll have to attend and see if they permit builders to hyperlink to a particular customized web page hyperlink.
Will it additionally push Google Play to change up its personal customization? Whereas Apple introduced 35 customized product pages, Google nonetheless has a most of 5 customized retailer listings. And the place Google’s customized retailer itemizing solely means that you can goal customers primarily based on location or set up standing, its customized listings are nonetheless accessible organically, in contrast to Apple’s bulletins which may solely be exhibited to clients coming from outdoors the App Retailer.
The iOS 15 launch within the Fall will most likely deliver us extra info on Apple’s product web page customization. Within the meantime, what are your ideas on it? Will you strive it out?
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a artistic company specialised in app movies (video adverts, app retailer movies, and so on.).
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