Bolt
- Change
- A page for travellers searching for airport transfers, instead of the general ride-hailing story.
- Outcome
- +8.6% incremental installs2
- Scope
- Reported by AppTweak from its own incrementality analysis.
Why custom product pages
Same app. Different reasons to download.
A custom product page is another version of your app’s App Store page, focused on a particular feature or audience. It gives people a more relevant introduction to the same app.
For a planner, someone wantsThe page leads with
Help planning their weekCalendar and weekly planning
A way to remember recurring tasksRecurring reminders
A shared grocery listShared lists and collaboration
Your app
Which part of your app brought them here?
Most apps do a few useful things for a few kinds of people. Each of those is a possible page.
Someone wantsThe page leads with
Help planning their weekCalendar and weekly planning
A way to remember recurring tasksRecurring reminders
A shared grocery listShared lists, and planning together
How people reach a page
Meet people where they find you.
Organic search
Search, without an ad budget
A page can use keywords from your latest approved version. Once it is approved and visible, Apple can show it to people searching them instead of your default page.8 Pages aren’t 70 more keyword fields, and a page existing doesn’t improve your ranking.
Shared links
Your website, newsletter, social and creators
Every page has its own link. Wherever you already talk about one feature, link to the page that shows it.
Apple Ads
Ads that land where they promised
Attach a page to an ad group so the ad, and the page after the tap, lead with the same feature.
What they’re for
Make the next step feel obvious.
Relevance
People see the part of your app they came for first, instead of working it out from a general story.
A chance to convert more of them
A clearer first look can turn more of the same visitors into downloads. How much varies by app and audience.
The promise kept after the tap
An ad, a post or a creator’s video leads to a page that continues what it said.
Something to learn from
Each page reports its own views and downloads, so you see which message brings people in.
More ways developers use them
- Bring a buried feature forward without changing your default page.
- Lead with a real difference when people are comparing you with another app.
- Give a season, an event or a feature launch its own page, then retire it.
- Send newsletter readers, tutorial viewers or a partner’s audience somewhere specific.
- Open the app at the feature shown, with a deep link, for people who already have it (iOS 18 and later).
- Change your marketing without shipping a new build.
- Carry what a page teaches you into your screenshots, ads and website.
Evidence
What developers have seen.
Published examples from other developers, not Pagefully customer results. Each says what it does, and doesn’t, show. None is a forecast for your app.
Pillow
- Change
- Ad variations focused on its Apple Watch sleep tracking, a feature the default page doesn’t lead with.
- Outcome
- 63% higher tap-through, 83% more installs3
- Scope
- Against its default ad. More installs is volume, not conversion or incrementality.
CBS Sports
- Change
- A March Madness page for visitors arriving from its tournament coverage.
- Outcome
- 20% higher conversion4
- Scope
- Presented by Apple. One seasonal campaign.
The broader evidence
| Evidence | Reported | How to read it |
|---|---|---|
| People referred to custom pages1 | +2.5 percentage points conversion, against a 1.6% default-page average | Broad support for focused destinations. Not an organic-search forecast. |
| SoundCloud, Apple Ads competitor campaigns5 | 39% lower cost per install | A paid-acquisition example of leading with a real difference. |
| State of Survival, audience-specific campaign4 | 33% higher conversion, 14% lower cost per install | Targeting and page changed together. |
| Binance, a full ASO programme6 | 95,000+ incremental installs a year | Custom pages were one part, with keywords, localization and default-page work. |
| Apple Ads in 2025, across MobileAction’s data7 | Custom-page ad impressions 6.56B → 15.80B; tap-through 1.43% → 1.72%; conversion 55.87% → 47.57% | Growing use and changing economics. Not proof that custom pages cause improvement. |
Fit
You only need one good place to start.
A good first page has two things: one use case your default page doesn’t lead with, and a real source of people who want it. A search you already appear for, a post that already sends traffic, or an ad group you already run.
If your app is small, start with one page. With little traffic it takes longer to learn whether it helps, so don’t make dozens before you can judge one.
How you’ll know whether it worked.
Apple reports each page’s views, downloads and more, by source and country. Numbers start after five first-time downloads9, which is too few to call a winner.
Comparing a page with your default page is useful context, not proof: each page sees a different audience. A controlled test randomly splits the same traffic between versions, which is what Apple’s product page optimization does for your default page.10 It is a separate tool from custom pages.
Next step
Find your first page.
Look up your app to see it as people find it today, and what a focused page would lead with. Connect App Store Connect for the full plan and your first page designed.
See plansThe free page includes
- Pages planned for your app, with the reason for each
- Your first page designed from your real screens, in every size
- Sent to App Store Connect when you approve it
- Its performance next to your default page, for as long as you have an account
- 3 redraws a month
Sources
Where each number comes from.
- 1Apple, Custom product pages People referred to custom product pages, mostly through ads and links. Percentage points, not percent.
- 2AppTweak, Bolt case study AppTweak’s own incrementality analysis. Bolt is not a Pagefully customer.
- 3Apple Ads, Pillow success story Apple Ads traffic. More installs is volume, not necessarily conversion or incrementality.
- 4Apple, Custom product pages tech talk (CBS Sports, State of Survival) Website referral and audience-specific campaigns.
- 5AppTweak, SoundCloud case study Apple Ads competitor campaigns. Its conversion is installs over impressions, not page views.
- 6AppTweak, Binance case study A whole ASO programme, of which custom product pages were one part.
- 7MobileAction, Apple Ads 2026 benchmark: ad variations using custom product pages Year-over-year figures within its dataset, not a comparison with default pages.
- 8Apple, Configure multiple product page versions Keywords come from the latest approved version; a page is searchable once approved and visible.
- 9Apple, Custom product page analytics Data appears after five first-time downloads.
- 10Apple, Product page optimization A separate feature that splits traffic at random between versions of the default page.
- 11Appfigures, top 100 grossing US apps and games (July 2025) A mid-2025 snapshot.