Customized product pages have moved past being a purely paid acquisition function. Since WWDC 2025, Apple has expanded their position within the App Retailer discovery, creating a transparent level the place customized product pages meet natural search and replicate person intent on the key phrase stage.
In consequence, customized product pages now contribute on to localization, intent relevance, and conversion optimization throughout each paid and natural site visitors.
On this weblog, we’ll clarify the way to use customized product pages to adapt messaging throughout areas, reply to seasonal demand, align pages with Apple Adverts campaigns, and repeatedly enhance efficiency via testing and measurement.
What are customized product pages?
Customized product pages are further variations of your App Retailer product web page. Every customized product web page has its personal distinctive URL and may function completely different screenshots, app previews, promotional textual content, and deep hyperlinks.
You’ll be able to create as much as 70 customized product pages per app and replace them with out releasing a brand new app model. This lets you check and optimize App Retailer messaging independently from any app updates.
Customized product pages don’t change your default product web page; they prolong it. The default product web page stays the first natural entry level, whereas customized product pages help extra focused site visitors from referrals and Apple Adverts.
For a deeper breakdown, see our detailed information titled: “From newbie to knowledgeable: Information to App Retailer customized product pages”.
6 methods to make use of customized product pages for world growth
Utilizing customized product pages for world growth begins with recognizing that markets differ in why customers set up your app. The approaches beneath define how they’re generally used to help world progress.
1) Translate and localize customized product pages by nation
In lots of markets, localization begins with language. Customers count on to see the App Retailer product pages of their native language, however efficient localization goes past direct translation.
Customized product pages permit you to create country-specific variations of your product web page the place the language, tone, and messaging are tailored collectively. Headlines, screenshot captions, and promotional textual content must be rewritten to sound pure within the native language, not translated word-for-word.
Right here, KAYAK localizes its customized product pages by translating the English model into French and adapting copy and screenshots for the native viewers.
Customized product web page for “English” language by KAYAK (Supply: MobileAction’s CPP Intelligence)
Customized product web page for “French” language by KAYAK (Supply: MobileAction’s CPP Intelligence)
The aim is readability and familiarity. When customers land in their very own language, because the message feels native slightly than translated, they’re extra prone to faucet and set up the app.
2) Localize the worth proposition by area (not simply the language)
For world growth, customized product pages must be localized by market, not merely translated. It’s essential to create a customized product web page for every market that clearly reveals why native customers ought to obtain the app, utilizing language and visuals that really feel pure to them.
This requires greater than translating the identical textual content into completely different languages. The messaging must be rewritten to replicate how customers in every market naturally describe their wants, what they worth most, and the way they determine to obtain an app. That is in line with efficient app localization, the place relevance and readability take precedence over literal translation.
Within the examples beneath, Headspace localizes its customized product pages by adapting the worth proposition to regional person wants. The US web page focuses on meditation advantages. In Eire, the messaging shifts towards sensible sound-based options like noise, focus. In Australia, the positioning turns into extra use-case pushed, highlighting sleep and leisure. Whereas the product itself stays the identical, every web page emphasizes the advantages which might be most related to how customers in that market uncover and consider the app.
Customized product web page for “United States” by Headspace (Supply: MobileAction’s CPP Intelligence).
Customized product web page for “Eire” by Headspace (Supply: MobileAction’s CPP Intelligence).
Customized product web page for “Australia” by Headspace (Supply: MobileAction’s CPP Intelligence).
The aim is easy, the message readability and relevance. When the worth proposition feels native, the customized product web page converts higher, particularly when site visitors comes from high-intent sources just like the App Retailer search and the keyword-themed advert campaigns.
3) Assist seasonal and cultural moments at a regional stage
Seasonality isn’t world. Holidays, occasions, and cultural moments range by area, and so they affect each search conduct and conversion expectations.
Customized product pages allow you to activate seasonal messaging with out altering your default product web page. You’ll be able to create region-specific customized product pages that spotlight:
- Native holidays and celebrations
- Sports activities seasons or main tournaments
- Procuring durations or budgeting cycles
- Culturally related habits or routines
A transparent instance of this strategy comes from Zalando. In the course of the Black Friday interval, Zalando didn’t depend on a single seasonal message rolled out globally. As a substitute, they created devoted seasonal customized product pages and localized them for every nation.
Customized product web page for “UK” by Zalando (Supply: MobileAction’s Natural CPP Outcomes).
Customized product web page for “France” by Zalando (Supply: MobileAction’s Natural CPP Outcomes).
Customized product web page for “Italy” by Zalando (Supply: MobileAction’s Natural CPP Outcomes).
4) Make the most of customized product pages with Apple Adverts
Customized product pages combine straight with the Apple Adverts, permitting you to regulate which one customers see throughout completely different placements.
You should use customized product pages with search outcomes adverts, Search tab adverts, and Immediately tab adverts.
Every placement has a unique person mindset.
Search outcomes adverts are intent-driven. Customers are actively on the lookout for an answer. Right here, customized product pages carry out greatest once they intently match key phrase intent. Function-focused customized product pages tied to particular queries usually convert higher than a generic expertise.
Search tab and Immediately tab adverts are extra discovery-oriented. Customers are searching, not essentially looking for your app. In these placements, readability issues greater than depth. Customized product pages ought to deal with a robust worth proposition, a transparent entry level, and minimal friction.
At a regional stage, this lets you:
- Run separate Apple Adverts campaigns per market
- Match every marketing campaign to a region-specific customized product web page
- Check messaging and visuals with out affecting world efficiency
- Scale spend towards customized product pages that convert greatest
As knowledge accumulates, you’ll be able to refine each inventive and price range allocation primarily based on precise conversion conduct, not assumptions.
5) Adapt belief and credibility by area
Relatively than counting on a single world belief message in your app, you should use customized product pages to face out the proof factors that matter most to that specific area. This usually means adjusting the order of the screenshots and the promotional textual content, in order that belief is established rapidly and clearly.
Relying in the marketplace, efficient belief indicators might embody:
- Knowledge privateness and safety assurances
- Regulatory or compliance-related messaging
- Native partnerships, certifications, or recognizable manufacturers
- Person adoption or suggestions that feels domestically related
Within the instance beneath, Delta by eToro tailors its belief indicators to replicate completely different regional expectations.
Customized product web page in Canada leans closely on institutional credibility, highlighting trade awards, platform reliability, and broad market entry to ascertain legitimacy early. Belief is constructed via recognition and scale.
Against this, customized product web page within the US shifts the main focus towards performance-driven and risk-management messaging, emphasizing instruments, alerts, and capital safety options that align with a extra energetic, control-oriented buying and selling mindset.
Customized product web page for “Canada” by Delta by eToro (Supply: MobileAction’s Natural CPP Outcomes).
Customized product web page for “US” by Delta by eToro (Supply: MobileAction’s Natural CPP Outcomes).
Customers determine rapidly whether or not they belief an app. When belief indicators match native expectations and seem early, customers usually tend to proceed and obtain.
6) Route customers to region-relevant in-app experiences utilizing deep hyperlinks
International growth doesn’t finish at set up. Customers in several areas usually must see completely different content material, options, or onboarding flows to know the app’s worth rapidly. Customized product pages can embody an elective deep hyperlink that directs customers to a selected in-app vacation spot after they set up or open the app (on supported iOS variations).
This lets you join every customized product web page to the most related start line contained in the app. The in-app expertise customers see is aligned with the message and promise of the customized product web page they got here from.
Frequent use instances embody:
- Sending customers to region-specific content material or catalogs
- Opening a localized onboarding or tutorial move
- Directing customers to domestically related provides or classes
The aim of deep-linked customized product pages is to keep up continuity between discovery, set up, and first use. When the customized product web page and the in-app expertise are aligned, activation charges enhance, and world growth turns into extra scalable.
A/B testing customized product pages for world growth
CPP A/B Testing is a SearchAds.com function that allows managed testing of Apple Adverts customized product pages.
Localization doesn’t assure impression. Even in the identical language, person expectations and choice drivers range by area. CPP A/B testing validates whether or not regional diversifications truly enhance efficiency.
Why check customized product pages for world growth?
- To check localized messages and profit framing
- To validate regional relevance past translation
- To scale back reliance on assumptions throughout world growth
Guide customized product pages testing is difficult to regulate at scale. Site visitors imbalance, timing results, and overlapping modifications make outcomes troublesome to interpret. Structured testing isolates customized product pages as the primary variable.
Outcomes are evaluated utilizing statistical confidence. A 90% confidence stage signifies the noticed distinction is unlikely to be random and can be utilized for decision-making.
Change vs. Parallel
- Change: Variants rotate over time. Greatest for decrease or unstable site visitors.
- Parallel: Variants run concurrently. Greatest when site visitors quantity is adequate.
CPP A/B testing permits repeatable, data-backed localization, permitting you to achieve insights from one market to tell others.
Often requested questions
How do you determine which areas want their very own customized product pages?
Begin by figuring out areas the place clear efficiency gaps exist, comparable to decrease conversion charges, greater CPI, or weaker retention in comparison with world averages. These gaps usually recommend that the default product web page isn’t absolutely matching native person intent.
To know why, zoom out to the market stage. Utilizing ASO Intelligence, evaluation country-level visibility developments and examine how your app performs towards opponents in every area. The Visibility Report helps spotlight markets the place discoverability or key phrase protection lags behind, even when general demand exists.
Subsequent, have a look at search conduct. Key phrase-level evaluation, via MobileAction’s ASO Key phrase Instruments, can reveal how customers in every area describe the identical want in another way, which options they emphasize, or which intents dominate discovery. These variations usually level to messaging gaps that may’t be solved via direct translation alone.
Ought to every area have one customized product web page or a number of?
Most groups begin with one regional customized product web page and increase provided that knowledge helps it. A number of pages make sense when a single market has distinct person segments, sturdy seasonality, or a number of cell acquisition methods that require completely different narratives.
Can regional customized product pages impression natural progress?
Sure. When a customized product web page is mapped to region-specific search intent, it might seem in related search outcomes as an alternative of the default product web page. This improves natural app conversion for queries the place localized messaging is extra related than a worldwide narrative.
