What Are Custom Product Pages?
Custom Product Pages (CPP) on Apple and Custom Store Listings on Google Play allow you to create multiple versions of your app's store listing, each tailored to a specific audience segment. Instead of showing every user the same screenshots, description, and promotional text, you can create variations that speak directly to different user groups.
Apple Custom Product Pages
How They Work
Apple lets you create up to 35 Custom Product Pages per app. Each page can have unique:
- Screenshots
- App preview videos
- Promotional text
The app name, icon, subtitle, and description remain the same across all versions.
Creating a Custom Product Page
- Go to App Store Connect
- Navigate to your app
- Select "Custom Product Pages" under "Features"
- Click "Create Custom Product Page"
- Add unique screenshots and promotional text
- Submit for review (each CPP goes through App Store Review)
- Once approved, you receive a unique URL for each page
Use Cases
- Paid campaigns - Show gaming screenshots to gaming audiences, productivity screenshots to business users
- Seasonal promotions - Holiday-themed screenshots for seasonal campaigns
- Feature-specific landing - If you advertise a specific feature, show that feature prominently
- Regional targeting - Different visual styles for different markets (beyond localization)
Linking to Custom Product Pages
Each approved CPP gets a unique URL that you can use in:
- Apple Search Ads (direct integration)
- Social media ad campaigns
- Email marketing
- Influencer partnerships
- Any external link
Measuring Performance
App Store Connect provides analytics for each Custom Product Page:
- Impressions
- Downloads
- Conversion rate
- Retention (compared to default page)
Google Play Custom Store Listings
How They Work
Google Play offers two types of listing customization:
1. Custom Store Listings
Create up to 50 custom store listings, each with unique:
- App title
- Short description
- Full description
- Icon
- Screenshots
- Feature graphic
- Video
These are more flexible than Apple's CPP because you can change the title, icon, and description.
2. Store Listing Experiments
A/B test different versions of your default store listing:
- Test up to 5 variants against your control
- Modify graphics (icon, screenshots, feature graphic) or text (description)
- Google automatically splits traffic and measures conversion
- Requires statistical significance before declaring a winner
Creating Custom Store Listings
- Open Google Play Console
- Go to "Store presence" then "Custom store listings"
- Click "Create custom store listing"
- Choose targeting: by country, by pre-registration status, or by install state
- Customize all listing elements
- Publish (goes live after review)
Country-Specific Listings
A powerful feature unique to Google Play: you can create entirely different store listings for different countries. This goes beyond translation and allows you to change screenshots, descriptions, and icons to match local preferences.
Strategy Tips
For Apple CPP
- Create a CPP for each major ad campaign
- Test different screenshot orders to find the best first impression
- Use CPP data to decide what your default listing should show
- Align the CPP visual theme with the ad creative that links to it
For Google Store Listing Experiments
- Test one element at a time for clear results
- Run experiments for at least 7 days
- Aim for 90%+ confidence level before making changes
- Start with screenshots (highest impact on conversion)
Common Mistakes
- Creating CPPs that do not match the ad that links to them (expectation mismatch)
- Running too many experiments simultaneously
- Not giving experiments enough time to reach statistical significance
- Ignoring downstream metrics (retention, revenue) in favor of install conversion alone