Acquiring new app users is a top priority for many businesses, but it often comes at a significant cost. Optimising your mobile and app marketing campaigns can be tricky. This is especially the case when considering how to lower your cost per install (CPI) to make your campaign budgets go further. One of the most powerful tools at your disposal to lower your CPIs is the utilisation of Custom Product Page (CPP) for your iOS campaigns. CPPs allow you to create additional versions of your App Store product page for a more personalised user journey. These can greatly impact your conversion rates and, in turn, lower the CPIs of your campaigns.
Rishan Weerakoon, Yodel Mobile’s Strategy Growth Director, is here to talk you through how to reduce your CPI with Custom Product Pages. Watch the first video in our new series of Mastering Mobile Marketing via our YouTube video, with a summary of the key points below.
What are Custom Product Pages?
Custom Product Pages (CPPs) allow you to create additional versions of your App Store product page relating to the different channels and campaigns that you are acquiring users from. These channels can include sources such as your owned channels, like email campaigns, or paid channels, like paid campaigns on Meta, where CPPs are used to create a more personalised user journey. Your CPPs can reflect different app features, content, or themes that are specific to your campaigns or channels that users click from. You can customise your store listing to include more relevant screenshots, promotional text, and app preview videos.
How do Custom Product Pages Lower CPIs?
The key lies in providing more relevant information to potential users at the right point of the acquisition journey. By tailoring your message to specific audiences through customised App Store pages, you significantly enhance the chances of conversion.
Let’s use the example of an e-commerce app that sells shoes on the App Store.
Typically, a user would follow the same journey to the App Store from a paid Facebook ad no matter what campaign or promotion you are running, such as a ‘Discounted Trainers’ ad or a ‘New Year, New Style’ ad. However, by creating CPP for these individual iOS campaigns, complete with detailed descriptions, relevant screenshots with related product recommendations, you can craft an App Store listing that reflects your ad creative and copy.
These ads, linking directly to your CPP, will offer a more engaging and relevant experience for potential customers, and we have found them to significantly drive down CPIs for our iOS campaigns.
Creating Custom Product Pages for iOS Campaigns
The process is straightforward and can be done directly from App Store Connect. Select the app, click on “Create a New App Store Page,” fill in the required information, add screenshots, and submit for review. Remember, you can have up to 35 CPPs per app, so make the most of this customisation opportunity.
Tips for Crafting Effective Custom Product Pages
1. Highlight Unique Features and Benefits: Stand out by emphasising what makes your app special and how it addresses specific needs.
2. Utilise High-Quality Visuals: Capture your audience’s attention with appealing screenshots and maybe even a preview video, showcasing your app’s unique selling points. This is the perfect way to create a synergy between your UA and ASO efforts.
3. Clear and Concise Communication: Use simple language to convey your app’s functionality. Avoid jargon that may confuse potential users. It is important to make sure that you are using specific keywords to boost your ASO effort and capture the right audience.
4. Leverage Social Proof: Build trust by including positive user reviews and ratings directly on your CPP. Users want to know they can trust your app and what you sell, so make sure to put effort into increasing your ratings and reviews by solving issues that your users have.
Conclusion
Custom Product Pages offer a strategy to lower your campaign CPI and attract more users to your app. Android also has its version of CCP called Custom Store Listings, which should help lower your CPIs for your Android campaigns as well. By creating tailored experiences for your audience, you can significantly enhance the effectiveness of your mobile app marketing. Make sure to keep your eyes peeled for more of our Mobile Mastering series coming soon on essential app marketing topics.
