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App Store A/B Testing for the Holidays

November 9th, 2023

App Store A/B Testing for the Holidays
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

With the holiday season fast approaching, you may be wondering if it is too late to A/B test your App Store listing assets. The good news is it's never too late for iterative testing, and with Apple’s tools this process is easier than ever before. Product Page Optimization and Custom Product Pages allow you to run A/B tests on your creative sets, providing an opportunity to pinpoint which imagery can potentially attract more users.

Apple Custom Product Pages

If you've been using a third party testing tool for your iOS app, and you're worried about the long wait times for setting up your test and getting your campaign ready, Custom Product Pages may be just the thing for you this year. Custom Product Pages allow you to create 35 different product pages for your store listing. Each of these product pages can be set up with a unique URL that can be included in your advertising campaigns. When a user clicks on an ad they will be brought to the specific page you linked, which can be optimized to best reflect the environment from which they came.

This could prove useful for holiday seasonality if you plan to test festive treatments to your screenshots. With the right strategy you could position your app to be compelling for a wide range of users.

apple custom product pages
Source: Apple

For example, if your app is all about streaming, music, and books, it would be challenging to create a winning “catch-all” screenshot set; sometimes trying to appeal to all audiences at once leaves you unable to fully capture any of them. To optimize to the myriad of users who might want to use your app, you can use Custom Product Pages as the “final landing page” of each campaign.

If a prospective user is streaming Christmas music and sees your ad, that custom URL could send the user to a Custom Product Page that reflects the music available in your app. This product page could be accentuated with Christmas themed imagery in your screenshots as well.

If another user stumbles upon your ad while browsing for secular books, you can link instead to a product page that highlights your app's literary selection. This page's creatives could go easier on the holiday treatment, and perhaps just incorporate a wintery theme.

The testing possibilities are extensive with Custom Product Pages, and with every test you can get actionable data about what drives users to download and install your app and apply it to your wider ASO strategy. App Analytics in App Store Connect will be your hub for performance metrics and conversion data tied to your Custom Product Pages testing.

Apple Product Page Optimization

Custom Product Pages give you a way to run A/B testing for user acquisition via third-party referrer channels, while Product Page Optimization lets you test true organic search behavior on the iOS app store. This new tool is a game changer when it comes to testing your store listing, and there is ample opportunity to put it to work for seasonal A/B testing.

Product Page Optimization lets you create three variants of your product page to run concurrently on the App Store. Here you can change individual elements like your app icon, screenshot set, and preview video. While you do have the ability to change as many things as you want, it is highly recommended to limit these variables so individual contributors to performance can be determined.

product page optimization example
Source: Apple

When users click on your app in search, they will be brought to one of these three pages. From here you can see if applying holiday-themed treatments, crisp winter colors, or seasonal promotional language to your screenshots is beneficial during the holiday season. Each test can run for a maximum duration of 90 days, and you can track the performance of different variants against your default product page at any time in App Analytics.

Mobile A/B Testing for the Holidays

If you have never tried A/B testing holiday imagery in your app’s creative set, then this year is the time to start. New A/B testing tools on the iOS App Store will allow you to test your store listing in new ways. Custom Product Pages allows you to test user acquisition via third party referrers and Product Page Optimization allows you to test organic conversion on the iOS App Store.

Do you want to learn more about App Store Optimization and A/B testing? Contact Gummicube and we'll help get your strategy started.

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