What is Product Page Optimization (PPO) on the App Store?

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.

What is a Custom Product Page (CPP) on the App Store?

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

How many PPO variants should I test at once?

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

What should I test first to improve conversion?

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.

How do I structure screenshot variants for PPO tests?

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.

Can AppScreens help me create multiple variants quickly?

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.

Can I create CPP sets for different audiences or campaigns?

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.

Do you support localization for PPO and CPP tests?

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

How do I measure the results of screenshot changes?

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.

Does this apply to Google Play experiments too?

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

AppScreens: Boost ASO with with Product Page Optimization and Custom Product Page Screenshots

Grow with
Product Page Optimization and Custom Product Pages

If you are running App Store Product Page Optimization (PPO) tests or building Custom Product Pages (CPPs), screenshots become testable conversion levers. Each screenshot set, can tell a different story, appealing with audiences differently.

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.

PPO: What is Product Page Optimization?

Product Page Optimization is Apple’s native A/B testing for your product page visuals.

You can compare different screenshots, app icons, and app previews, 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: Apple Developer Support .

CPP: What is a Custom Product Page?

Custom Product Pages are additional versions of your App Store product page designed for specific audiences, campaigns, or keywords.

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: Apple Developer Support .

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.
Also on 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.

Mockup Screenshot Variants

Build PPO and CPP Screenshot Variants Faster 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.

A simple, high-signal screenshot testing plan

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.