App Retailer Optimization (ASO)
February 21, 2023
Customized Product Pages have gotten an ASO staple. Combining effectivity with decrease prices, they’re an awesome addition to any ASO (or UA) technique. With concentrating on changing into extra sophisticated after ATT and the looming lack of entry to third-party cookies, CPP are the proper 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 turned out there a number of 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 may create as much as 50 customized pages there.
On the App Retailer, these customized pages can be utilized for Apple Search Adverts campaigns as nicely, if you wish to arrange an ASA marketing campaign utilizing totally different visible property than your default web page you might want to create a customized web page.
Right here’s what you are able to do with Apple’s customized pages:
- Create as much as 35 totally different customized product pages
- Every web page is simply reachable via its distinctive URL
- Every web page might be linked to an ASA marketing campaign
- Every web page is absolutely localizable
- You’ll be able to customise app preview movies, screenshots, and promotional textual content however can not modify the icon, title and subtitles
- Every web page must undergo App Overview
What CPPs convey to the sport
Customized pages mean you can create a powerful hyperlink between paid and natural. Earlier than them, potential customers would click on on a UA artistic and land on a product web page that was extra generic and fewer focused. With CPPs you may make your product web page really feel focused, which improves its outcomes.
In accordance with Phiture, Apple’s Customized Product Pages and Google’s Customized Retailer Listings convey a “drastically increased conversion fee from impressions to installs (IPMs) on Fb Adverts, as much as 103%”.
That’s not all, MobileAction linked using CPPs to a 17% enhance in conversion charges, a 126% enhance in tap-through charges, and a 554% enhance in installs. It’s no marvel that extra persons are turning to CPPs with such a degree of effectivity.
Along with sturdy 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 looks like a no brainer. Giving a shot to CPPs might convey nice outcomes and assist fine-tune your funnel to make sure an awesome 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 it’s UA or ASA). It additionally helps it really feel extra private and focused, particularly for a content material app that may actually regulate its ASO visuals accordingly.
CPP adoption has develop into an increasing number of vital these days. In accordance with Cell Motion, it grew by 5 in H2 2022 and a few app or recreation classes are larger CPP customers than others. Video games (and particularly On line casino video games) appear to be actually massive on CPP use.
Customized pages are a good way to focus on particular audiences inside your potential consumer base. For cell video games, for instance, you need to use CPPs to focus on totally different gamer personas, and showcase totally different elements of your recreation to make sure that customers will land on the best 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 can increase and pace up conversions. Exterior of extra particular concentrating on, CPP can be used for seasonality.
You’ll be able to create ASA campaigns centered on seasonal key phrases and check out your seasonal creatives due to customized pages. It lets you preserve your default web page for many customers and solely goal those that are on the lookout for a seasonal app repair by positioning your self on seasonal key phrases with property that match.
Exterior of seasonal use, customized product pages are a superb concentrating on instrument. Customers like personalization, in whichever kinds it comes. You’ll be able to select a extra particular subject or concentrating on for every customized web page, you’ll be able to make the most of particular key phrases to showcase related sides of your app or recreation.
With CPPs’ inclusion in ASA, they’re no longer solely an awesome A/B testing instrument, however they’re additionally a good way to supply a extra customized strategy to your customers, which is little doubt simpler (as we will see from the outcomes obtained).
With an increasing number of customers opting out of focused advertisements, CPPs (and ASA by affiliation) are providing a very good 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 tips about take advantage of out of your CPPs
- Reuse key phrases out of your advert marketing campaign in your description
- Use an analogous idea between the artistic and the customized retailer web page for a seamless consumer expertise, there needs 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 totally different artistic choices (video previews, seasonal occasions, new app content material)
- Use seasonalized CPPs to place your self on seasonal key phrases with ASA
- At all times present actual app content material to keep away from confusion and churn when customers obtain the app
- Take the consumer under consideration, you’ve gotten the chance to actually adapt your customized web page’s visuals to your viewers, make the most of it
- Spotlight current in-app options
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 advertisements, app retailer movies, and many others.).
