A custom product page gives a particular audience a more relevant introduction to your app. A meditation app can show sleep sounds to people looking for help at bedtime and guided sessions to people looking for a daily practice.
The app stays the same. The screenshots, previews and promotional text change to explain the feature that brought someone there. Start with one clear use case and a way to measure whether the page helps.
What you can change on a custom product page
Apple supports up to 70 additional product pages for an app. Each has a shareable URL and can use different screenshots, app previews and promotional text. Your app name, subtitle, icon and main description are not separate creative fields for each page. See Apple's overview for current capabilities.
For a finance app, the default page might introduce budgeting, payments and reporting. A custom page for expense tracking could open with receipt capture and a monthly expense summary.
That is useful when those screens answer a different question from the default page. Rearranging the same images without changing the explanation may not justify another page to maintain.
How keywords and campaign links work
You can share a custom page through its URL, including from a relevant campaign or website. Apple also supports assigning keywords so a custom page can appear in relevant search results. Keyword assignments must fit the page's purpose, and each combination must be unique to one page.
Use the options available for your approved app version in App Store Connect. Do not assume that assigning a keyword guarantees the page will appear for every search. Follow the current configuration guide for eligibility and localization.
For a photo editor, you might investigate three groups:
- Collage creation: show layouts and the finished collage.
- Photo filters: show a representative edit and the available controls.
- Portrait editing: show the supported portrait tools and an honest example.
These are planning examples. Research the phrases and actual features before assigning keywords. Use keyword tracking to observe app ranks separately from page conversion.
Choose the first page to build
Look for a useful feature that your general listing cannot explain well. Customer questions, a focused campaign or relevant search research can help you choose. You do not need a separate page for every keyword.
| Audience or task | Opening screen | Supporting content |
|---|---|---|
| Travel language practice | A supported travel conversation | Useful phrases and practice controls |
| Daily language lessons | A short lesson in progress | Progress and review features |
| Language exam preparation | An actual exam-preparation exercise | The supported exam, exercises and study tools |
Keep each page tied to something the app does today. A language app without exam preparation should not use the third example just because the phrase looks promising in a tool.
Create a screenshot sequence for that task
Begin with the screen that answers the visitor's question. For an expense-tracking page, show the expense list or receipt flow before a broad feature overview.
- Introduce the task. Make the first image understandable on its own.
- Show the useful result. Explain what the person can see, save or do after the action.
- Add supporting features. Include only screens that help someone evaluate this use case.
Keep colors, typography and framing consistent with the default listing. Change the feature emphasis while keeping the app recognizable. Test the images at the small size people see in search results.
The AppDrift screenshot editor can help you reuse a layout for another set of captures. Free-template save and export require an account; Pro collections have separate access requirements. Check the device sizes required by your app.
Write promotional text that supports the images
Use the promotional text to explain the same task as the opening screenshot. Avoid filling it with every feature or adding a customer claim you cannot support.
For a fictional fitness app, compare these drafts:
- General page: “Log workouts, plan meals and review your progress.”
- Meal-tracking page: “Record meals, save recipes and review your daily nutrition.”
- Home-workout page: “Choose a home workout and follow each exercise at your own pace.”
Use a draft only when those features exist. Recheck the finished copy against the current field limit and the experience inside the app.
Set up the page in App Store Connect
- Open your app and its Custom Product Pages section.
- Create a page with an internal name that describes the audience or task.
- Choose the appropriate localization and add the screenshots, preview and promotional text.
- Review the available keyword assignments and select only relevant eligible terms.
- Preview the page and submit it for review.
- After approval, open the actual page URL and confirm that the intended assets appear.
Custom-page review is separate from a full app update, but it still needs time. Leave room for questions or corrections before a campaign begins.
Localize for an audience you can support
Choose a market where the app works and you have a reason to reach people. Translate captions and promotional text, then ask a fluent speaker to check the meaning, tone and layout.
Use the interface language the app actually supports. Translated captions around an English-only screen should not imply a fully translated product.
AppDrift's translation tools prepare drafts in 60+ languages. Review the quoted token use and local wording before expanding to more pages.
Measure the page without confusing audiences
Use the reports available for the custom page and keep their metric definitions, dates and traffic sources with the results. A campaign page and a default page may reach very different audiences.
For example, a sleep-sounds page at 42% conversion and a meditation page at 28% would not by themselves prove that the first design is better. Those hypothetical rates could reflect differences in source, audience or timing.
- Compare the same metric over equivalent periods.
- Keep paid campaigns separate from organic discovery where reports allow it.
- Record page edits, app releases and campaign changes.
- Check whether acquired users complete the task the page promised.
Do not assume you can see conversion or revenue for every organic keyword. Use only the columns actually delivered by your reports.
Understand the limits of testing
Apple's Product Page Optimization does not directly split visitors between custom product pages. Comparing one page before and after an edit is an observation across different periods, so campaigns, seasonality and other changes may affect the result.
A paid campaign can provide information about its own audience. A design that performs well there still needs evaluation before you apply its results to organic search.
AppDrift's metadata comparison workflow records successive rank-observation periods. It does not run a randomized custom-page conversion experiment. For the differences between these methods, see the store A/B testing guide.
Keep the work manageable
Start with one page, one audience and a named owner. Save the source project, record the page URL and note what would justify changing or retiring it.
Review the page when the app changes, a campaign ends or customer feedback shows a misunderstanding. Add another page when it serves a distinct task and you can maintain the extra assets. A larger page count is not a goal by itself.
Use the keyword selection guide to build your research list and the ASO checklist to keep page updates connected to the rest of the listing. For Android, review Google Play's listing experiments separately.
Frequently asked questions
How should I group custom product pages?
Give each page a distinct task or audience. Align its screenshots and promotional text with that purpose, and decide how people will reach it and how you will evaluate it.
Can I compare the conversion rates of different custom pages?
Yes, but account for audience, source and timing. A difference between two reported rates is not automatically evidence that one design caused more downloads.
What is the current custom product page limit?
Apple supports up to 70 additional pages per app. Check current App Store Connect options for keyword assignment and localization eligibility.
