iOS15 and Product Page Optimization: The A/B Strategy

iOS15 and Product Page Optimization: The A/B Strategy

In case you’re within the area then you definately’ve undoubtedly heard the information: later this yr, Apple is lastly releasing a long-overdue function that everyone’s been ready for. The chance for A/B testing to be executed natively by experimenting with completely different creatives in an app’s product web page on the App Retailer. With this upcoming function, you’ll lastly be capable to work on growing your conversions by understanding customers’ preferences by way of A/B testing.

With this in thoughts, it’s by no means been extra essential to be on high of your A/B testing recreation, ensuring you employ all the brand new options in one of the best ways potential. On this article, we’ll be sharing the very best practices concerning testing: the technique, what to check, and one of the best ways to make use of Product Web page Optimization (PPO).

Why is A/B testing essential?

As we defined above, the brand new A/B testing options on iOS 15 will lastly carry native A/B testing to product pages on the App Retailer. This may give app entrepreneurs an understanding of what attracts customers to obtain the app and what retailer itemizing belongings affect a consumer’s determination. If examined and used accurately, this may improve your conversion fee, permitting you to succeed in your viewers in a extra environment friendly method. Via testing your belongings, you could find out which works greatest for potential customers, which might have a big impact in your general outcomes.

Now, let’s undergo the fundamentals:

How Can You Use Product Web page Optimization? 

Product Web page Optimization (PPO) within the App Retailer has in the end the identical objective as its competitor, Google Play. It permits the developer to experiment, analyze, and enhance the efficiency of the app by testing a number of variants (with a minimal of 1 variant and as much as three towards the management variant). Principally, it’ll give us the chance to confirm and check your speculation in a local surroundings within the App Retailer.

What’s going to you be capable to check, although? These three completely different belongings:

  • Icons
  • Screenshots
  • App preview movies

Titles, subtitles and descriptions gained’t be capable to be examined.

The aim of testing the belongings is to find out, based mostly on the app inventive that the developer wish to check, which variant performs the very best on the App Retailer.

In case you’re working with Google Play, you’re in all probability noticing some variations already concerning iOS 15 – and, typically, there’s a number of we must always have in mind.

You’ll be able to see there are some variations, just like the submission course of or what will be examined, that means which you can’t simply replicate your Google Play technique (when you’ve got one). You’ll must adapt and use the brand new options to your benefit.

For any PPO check, you’ll need to submit your testing variants to App Retailer Join and undergo the App Retailer overview course of to get approval from Apple earlier than operating the check.  The excellent news is, you gained’t have to attend for a brand new model to arrange PPO as you do now everytime you replace the shop belongings.

All in all although, how will you greatest use these new options to your benefit?

The Resolution: Iterative Testing

Driving customers to your product web page is simply the start of your journey. Changing these pages views into installs is a difficult job by itself and, after all, the last word aim.

Understanding consumer preferences is a key level to creating a profitable testing technique that may improve conversions. You’ll want to grasp what your customers discover fascinating and iterate it again and again till you’ve reached probably the most optimum outcomes. For that, at Phiture we usually depend on the Persuasion-Emotion-Belief Design Mannequin (the PET mannequin), which helps us set conversion techniques that we will check out.


What does this mannequin do precisely? Principally, it helps you choose a conversion tactic that’s clearly outlined and distinctive to check out and create iterations of the identical conversion tactic which you can simply and logically examine.

For instance, if we have a look at meditation apps, one of many conversion techniques that they’re utilizing is social proof, that means highlighting consumer critiques and utilizing awards to assist create belief with the model and subsequently persuade customers to obtain the app.

One other conversion tactic that can be utilized for example is aesthetics. Aesthetically pleasing designs will encourage the consumer to provide the app a strive. That is one thing you’ll be able to check many variations with, as there are other ways to current your app.

Now to get to the sensible half: the brand new iOS 15 PPO functionalities will can help you check on parts like icons and screenshots (to this point) and, as Apple recommends, it’s advisable to check just one ingredient at a time to get extra correct outcomes on every of the change’s results. You’ll be able to check as much as 4 variations: 1 present variation and three new ones.

You may also select the share of viewers break up that may see these modifications. For instance, in the event you’re testing 3 different variations and also you allocate 30% of the viewers, the break up will likely be 70% for the present variation and 10% for every new variation.

So let’s say you’ve gotten an app that provides filters and lenses, and also you wish to change the icon of the app. Nonetheless, you’re uncertain whether or not it’ll work or not, and if it offers you higher outcomes. That is the place the brand new PPO capabilities would turn out to be useful, providing you the choice to take action.

On this case, you’ll be able to select that fifty% of the viewers who land in your web page will see Icon 2, and notice that they’ll see it on their telephones once they obtain the app as nicely. And often what that you must do is watch for the check to have a statistically vital variety of customers earlier than you may make your judgement about whether or not Icon 2 has carried out higher than Icon 1. Afterwards, you’ll be able to simply apply the change with out worrying in regards to the impact.

As we talked about earlier than, meditation apps often use social proof to extend conversions. For this, you need to use techniques like highlighting ease of use, user-friendliness, or consumer expertise and check out screenshots towards one another to see which one will convert extra customers.

You may also spotlight options towards one another based mostly on the habits you see in your app. Via this you might, for instance, observe that extra customers are utilizing maps to find eating places round them than they’re utilizing the search. Understanding this, you might check out inserting the maps in your first screenshot, versus having it because the fourth.


By utilizing all this, you’ll be capable to create the best product web page in your viewers, growing your conversion fee. It’s essential to check all completely different belongings one after the other, step-by-step, and to have a technique in place in direction of this. In spite of everything, it’s solely by understanding your customers’ preferences which you can really improve conversions and in the end higher current your app for potential installs. By utilizing the above greatest practices, it is best to be capable to obtain precisely that. As at all times, be happy to succeed in out with any questions.


By evaluating what we name the Management (the present inventive asset) variant with the testing variants you’ve created, you’ll be capable to perceive which one works greatest. This will help you to maneuver ahead with a technique that may allow you to have a path in your subsequent steps.

App Retailer will give you the chance to run assessments for as much as 90 days for particular nations.

You’ll be able to adapt the inventive belongings ( icons, screenshots and app preview movies) to be related to your target market, enabling you to leverage this curiosity and ideally generate conversion

By utilizing all this, you’ll be capable to create the best product web page in your viewers, growing your conversion fee.

Relating to testing outcomes, we’ll be releasing one other article quickly on how it is best to interpret the completely different metrics, and which of them are most essential.

In case you want particular recommendation concerning App Retailer Optimization or conversion charges, be happy to succeed in out!