The Apple Product Page Optimization (PPO) allows you to create different configurations or treatments (alternate product page versions) of your app store product page elements. From there, you can then test them to better understand which of them leads to the best level of user engagement.
The PPO was announced in June 2021 during the World Wide Developer Conference (WWDC). It’s quite interesting though that a similar feature has been available in Google Play Store since 2015.
How does Apple Product Page Optimization work?
The PPO allows you to test various elements on your app page. You can test different app page variations with a maximum of 3 different treatments.
While it is great to test all elements of your product page, you can only do it with icons, app previews, and screenshots. You can run your test for up to 90 days.
You submit your A/B test variations to the Apple team. They would then review your variations.
If it is your first time doing Product Page Optimization, you may find the interface of Apple a little confusing. However, with practice and experience, you should easily get the hang of it.
Here are the steps to take:
Go to App Store Connect.
Be sure you’re on the “App Store” tab. You should then find the Product Page Optimization page. If it is your first time starting a test, you would find the “Create Test” button.
If you already have a test, you’ll find a (+) next to the PPO.
Add reference names, which can include up to 64 characters.
While you can choose any reference name, you may want to include a description, type of asset, and date of the test to easily recognize your tests.
This should help you to easily identify your test once you start monitoring your results.
Create a product page test. You would need to specify the following:
Number of treatments – the maximum number of treatments you can test per batch is three. The more treatments you add, the longer the test would run.
Traffic proportion – this determines the percentage of how many users would be included in your test.
Localizations – choose the region which you want to include in your test. Initially, the app store would select all supported regions. So, you need to deselect the regions that you don’t need.
If you wish to see how long your test may take, you can click on the dropdown menu, “Estimate Your Test Duration.” Apple uses your current performance data to give this estimate. Data include new downloads and daily impressions.
In the dropdown menu of Estimate Your Test Duration, you can indicate the improvement estimate, which is the percentage of how much you want your app page to improve.
The estimate does not affect your test, but rather, it just gives you a guide on how the test would proceed.
Please note that if you don’t have enough data, Apple may not be able to give you an estimate. While you can still create and initiate the test, your test may run for more than 90 days.
Your test can run up to 90 days. You can manually stop tests. In most cases, tests can be completed within 90 days, especially if you’re just running fewer treatments.
Review your test and click “Create Test” to proceed.
Read more at ShyftUp‘s article.