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Improve conversions up to 35%

Boost Downloads with Product Page Optimization and Custom Product Pages

Create screenshot sets you can A/B test with Experiments, Product Page Optimization or Custom Product Pages to improve conversion on the App Stores.

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Product Page Optimization and Custom Product Pages

Small ASO changes can compound into serious growth. Published store optimization and localization examples have reported over 100% more downloads, while Apple-published examples show conversion-rate improvements up to +8% for PPO and +33% for CPP.

The goal is simple, yet powerful: ship multiple screenshot sets quickly and let real app store measurements pick the winner. It might not be the one you expect.

Source context: Apple Product Page Optimization, Apple Custom Product Pages, and Google Play store listing tests.

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PPO: When to use PPO

Apple-published PPO examples show conversion-rate lifts of +3% and +8% from tested treatments.

Use Product Page Optimization when you want to improve your default App Store product page with a controlled test across regular store traffic.

PPO lets you compare different screenshots, app icons, and app previews, then test up to three treatments against your original/current App Store listing.

You can review results in App Analytics and even accept/apply the best performing version.

Learn more: Product Page Optimization on iOS: What to Test First .

Product Page Optimization screenshot variants for multiple iPhone devices

CPP: When to use CPP

Apple reports custom product pages average a +2.5 percentage point conversion increase for referred traffic, with published examples at +20% and +33% conversion-rate improvement.

Use Custom Product Pages when one default screenshot story cannot speak clearly to every audience, campaign, feature, or keyword intent.

Each CPP has a unique URL, can be localized, and can use different screenshots, promotional text, and app previews.

Apple currently allows up to 70 custom product pages per app.

Learn more: Custom Product Pages for iOS: Screenshot Variants for Paid Traffic .

Custom Product Page screenshot variants for multiple iPhone devices

PPO vs CPP: When to use each

  • Use PPO when you want to improve your default product page conversion using a clean A/B test across App Store traffic.
  • Use CPP when you want different screenshot stories for different audiences (for example, "for runner" vs "for hikers"), ad groups, or keyword intent, using unique URLs and optional search visibility.
  • For Google Play Store Listing Experiments provide native A/B testing for listing graphics and localized text, so the same screenshot principles apply across both stores.
But why, how many more downloads can I get A/B testing? Read more
Mockup Screenshot Variants

Screenshot Variant Workflow for PPO and CPP with AppScreens

Duplicate a set, restyle it, swap the value-prop headlines, and export every required size from one responsive layout. That means you spend your time on the experiment, not on resizing, re-aligning, or rebuilding your assets for each device and localization.

App Store Connect Product Page Optimization variants created with AppScreens

Screenshot variant workflow

  • Keep the structure the same across variants (same number of screenshots, same story order).
  • Change one variable per test: headline angle, first screenshot layout, framing style, or background style.
  • Start with the first 1 to 3 screenshots because they carry most of the decision-making weight.
  • Localize after you have a winner, or localize only the markets you are actively testing.

If the first screenshot does not explain the value in one glance, switch templates or simplify the headline.

Learn more

faqFAQs

Frequently asked questions

Can’t find the answer you’re looking for? Reach out to our customer support team.

Product Page Optimization is Apple’s built-in A/B testing for your App Store product page. You can test different screenshots, app icons, and previews to see which version converts better.

Custom Product Pages let you create alternate App Store product pages with different screenshots and messaging for specific audiences, campaigns, or keywords.

Start with 2 variants when you are new to testing. Keep changes focused so you can learn what caused the improvement, like the first screenshot headline or the overall layout style.

Test changes with the biggest impact: the first 1 to 3 screenshots, the benefit headline, the visual hierarchy, and whether you use device frames or full-bleed UI. Before building variants, run a free ASO review to spot the weakest first-impression issues. For a practical sequence, read what to test first.

Keep the same number of screenshots and the same story order across variants, then change one variable. For example: headline copy, background style, or device framing.

Yes. Duplicate a project, restyle the theme, or swap copy to create variants fast. Then export each variant as a separate set ready for upload.

Yes. Create targeted sets for different value props or entry points, then export or upload each set separately so each audience sees the most relevant story. Our CPP guide covers campaign-specific screenshot planning.

Yes. You can create localized variants per language, export per locale, and keep layouts consistent so tests do not break when text expands.

Track conversion changes in your store analytics. For Apple PPO, results are available in App Analytics, and you can promote the winning variant when you have a clear signal.

Yes. The same principles apply to Google Play listing experiments and localization. AppScreens helps you produce consistent, testable creative sets for both stores.

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