Custom Product Pages Now on AppTweak: App Store Examples

Flavien Eyerby
Product Manager at AppTweak

7 min read

Custom product pages (CPP) have been a game changer for app store optimization. Instead of relying on a single set of app screenshots for various placements across the App Store, custom product pages allow developers to showcase multiple sets of screenshots, each highlighting different use cases or features that align perfectly with different user intents.

You can now visualize custom product pages directly in AppTweak to gain insights into your competitors’ strategies, identify their testing methods, and understand their target audiences! By learning from the competition, you can effectively adapt your own strategy to stay ahead in your market. Read this blog to find practical use cases and examples of App Store custom product pages.

Increase your competitive advantage with custom product pages

Each set of custom product pages is accompanied by a unique link that can be leveraged in ad campaigns, including popular platforms like Apple Search Ads. By targeting specific paid keywords, custom product pages allow developers to present their apps in a more tailored and engaging manner, ensuring they stand out from the competition, make a memorable first impression, and drive more downloads.

Learn more about leveraging custom product pages for Apple Search Ads

First, conducting thorough research and analysis of your competitors’ custom product pages can provide valuable insights into the elements that capture your market’s attention.

This strategic approach will allow you to ensure your creatives are aligned with popular keywords, so you can make your app even more discoverable and enhance your competitive advantage.

Automatically detect any app’s custom product pages in the ASO Report

We used the ASO Report to analyze the custom product pages of the “Opera” app in the United States. Opera is a popular web browser known for its unique features and focus on user privacy.

ASO Report: Custom product pages for Opera (below) vs. default page (above)

As shown above, Opera’s custom product pages include screenshots comparing the app with another well-known browser, Firefox. In these custom pages, Opera grabs the attention of store visitors with a smart play-on-words – “Fire the Fox” – and direct calls-to-action like “switch to Opera” and “upgrade your privacy online now.”

ASO Report: Competitor-focused keywords detected for Opera’s custom product page

Using AppTweak, we confirmed that Opera’s CPP appears for competitor-specific keywords like “Firefox focus” and “Mozilla Firefox,” indicating the app’s strategy to provide an alternative offering to its top competitors. Targeting its competitors’ brand terms via custom product pages is an effective way to try and capture part of competitors’ visibility and downloads.

After attracting store visitors’ attention with a direct first screenshot and comparative messaging, Opera uses its subsequent screenshots to highlight key features, emphasize its unique selling points, and stand out even more from competitors.

Customize your messaging & strategy with custom product pages

Custom product pages allow app marketers to target different audiences by customizing their messaging and maximizing conversions.

Let’s take a very straightforward example from Audible. When targeting the keyword “podcast” in its Apple Search Ads campaigns, Audible also emphasizes its podcasting features in the first screenshot of its custom product page.

Simply aligning target keywords with your app creatives is exactly how you can align your app with users’ search intent and improve your conversion rate for ASA campaigns.

Live Search in AppTweak’s Keyword Explorer: Audible’s custom product page (above) and default page (below) for the keyword “podcast”

Improving your paid conversion rates is key for two main reasons:

  1. With higher conversion rates, your Search Ads campaigns will become more cost-efficient, reducing your cost per install.
  2. As your conversion rates increase for specific keywords, it becomes more likely that your organic keyword rankings improve as a result.

Learn more about improving organic keyword rankings with Apple Search Ads

Promote time-sensitive content & special deals

Another great example comes from Disney+. Below, we see that the app uses a custom product page to showcase the Avatar movie poster instead of more generic features.

Here, Disney+ engages the many fans of this popular movie, leveraging a custom product page to highlight time-sensitive content available on the Disney+ app.

Since developers don’t need to submit a new app build to upload assets for custom product pages, promoting the trending Avatar movie allows Disney+ to gain more downloads based on the film’s popularity.

Disney+ leverages custom product pages to promote time-sensitive content (i.e. the new Avatar movie)

A/B test your creative designs with custom product pages

Custom product pages also allow app developers to conduct A/B tests for simple design ideas, as they can test new creatives on each CPP.

With custom product pages, developers can create multiple versions of their app’s product page, each featuring a different design element or layout, so you can identify what works best in different Search Ads campaigns.

By monitoring user engagement and conversion rates, developers can then gather valuable insights into which design variations perform better at attracting and engaging users.

Expert Tip

Be cautious when analyzing the results of your creative A/B tests with custom product pages! Avoid comparing the performance of your custom product pages with your default page – and only compare your CPP performance with the performance of others in different ASA campaigns. Because custom product pages only appear for users with iOS 15+ and on targeted keywords (whereas your default page will be visible to much larger audiences), inaccurately comparing CPP performance may introduce biased results.

Let’s consider an example from Disney Emojis to illustrate A/B tests with custom product pages. While the app makes minor adjustments to the text in its creatives, the main focus of the custom product page A/B test is monitoring the impact of a single visual change (the color of the text).

Testing this design element via CPP allows Disney Emojis to quickly and efficiently assess the impact of a single color change on impressions and conversions.

Disney Emojis uses custom product pages to A/B test creatives and design variations

How to analyze custom product pages in AppTweak

In the Keyword Explorer, view any apps bidding on a specific keyword with a custom product page

You can visualize and analyze custom product pages from many areas of AppTweak.

In the Keyword Explorer, simply type a keyword of interest, navigate to the “CPP” tab in the Live Search results, and visualize all the apps we’ve detected to bid on that keyword with a custom product page.

Want to learn more about that specific app or custom product page? Just click it (or search for it directly) to see that app’s ASO Report. There, you’ll be able to compare the custom product page (screenshots, keywords it appears on, etc.) to its default product page.


Custom product pages (CPP) are a powerful tool for app developers to better differentiate their apps, strategically target new audiences, increase downloads, and boost user engagement.

On AppTweak, you can directly identify and analyze your competitors’ custom product pages to gain valuable insights into App Store strategies. Just use the ASO Report and Keyword Research to visualize any app’s CPP and find best practices to showcase unique features, target specific keywords, or conduct A/B tests for your creatives.

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Flavien Eyer
by , Product Manager at AppTweak
Flavien is a Product Manager at AppTweak. He works daily to make sure AppTweak stays the best ASO tool. He is also passionate about theater and hates coriander.