Product page optimization

Compare different app icons, screenshots, and app previews on your App Store product page to find out which resonate with people most. You can test up to three alternate product page versions against the original, view the results in App Analytics, and set the best performing version to display to everyone on the App Store.

iPhones side-by-side comparing different versions of The Coast app’s product page.


With product page optimization, you can test different elements of your App Store product page to understand which results in the most engagement.

For example, you can find out if:

  • Showcasing a certain character or value proposition gets better results.
  • Highlighting a particular feature or culturally relevant content boosts downloads in a certain location.
  • Changing your app icon to a different style or color results in increased conversion.
  • Including seasonal content leads to more downloads.

Alternate versions of your product page (called “treatments”) are shown to a percentage of randomly-selected people on iOS 15 and iPadOS 15, or later. People who see a particular treatment will see the same one across the App Store for the duration of your test. If someone downloads your app from a treatment that has an alternate app icon, this icon will also display on their device. Like your original product page, the metadata in your treatments can appear on the Today, Games, and Apps tabs, as well as in search results.

You’ll be able to view and compare how each treatment performs against your original product page and use this insight to optimize your product page. Apps that are available for pre-order can also use product page optimization.

Learn about creating app icons, screenshots, and previews

Configuring a test

When creating a test in App Store Connect, you’ll provide a reference name and select the number of treatments, traffic proportion, and localizations. You’ll get an estimate of how long it might take for your test to reach your desired improvement in conversion rate based on recent traffic to your app’s product page. One test can be active at a time and you won’t be able to change it once it’s started. A test runs up to 90 days, unless you choose to stop it. You can also use the App Store Connect API to automate metadata upload and submission for product page optimization.

Learn how to create a test

App Store Connect Product Page Test comparing different Color Scheme treatments for The Coast app.

Provide a reference name. Name your test in up to 64 characters. Be descriptive so you can easily identify your test when viewing results in App Analytics — for example, “Spring 2022 Icon Color Test with 3 icons.”

Select the number of treatments. A test can include up to three treatments with alternate app icons, screenshots, and app previews.

Choose your traffic proportion. Select the percentage of people who will be selected at random to be shown a treatment instead of your original App Store product page. For example, if you allocate 40% of your traffic to your test and have two treatments, each treatment receives 20% of your total traffic and your original product page receives the remaining 60% of your total traffic. People will see the same treatment whenever they visit the App Store throughout the duration of the test.

Select localizations. Each treatment can be localized in all of the languages that your app supports, or just a few that you choose. Keep in mind that your test may take longer to reach meaningful results, depending on the localizations you’ve selected.

Estimate your test duration. While this step is optional, it can help you understand if you’re likely to reach your desired conversion rate within 90 days. To see how long it might take to reach your goal, choose your desired improvement in conversion rate. Your app’s existing performance data, such as daily impressions and new downloads, are used to generate this estimate. Based on this selected conversion rate, you’ll see the estimated test duration and the number of impressions you’d need to reach an outcome with at least 90% confidence in the results. This estimate is provided as a guide and won’t impact the test. A test runs for 90 days or until you manually stop it within that time. If the estimate is more than 90 days, you may want to change your criteria — for example, by creating fewer treatments or increasing traffic allocation.

Set up test treatments. By default, each treatment includes your original app icon, screenshots, and app previews unless you provide alternate metadata. Consider how many elements you change in a treatment so you can more easily determine which one led to a particular result. Keep in mind that the more treatments you include in a test, the longer it may take to reach conclusive results.

Before your test can be published, any new metadata included in your treatments must be approved by App Review. Treatments that only include alternate screenshots and app previews can be submitted for review independent of a new app version. To test any alternate app icons, all variants of your icon must be included in the binary of your published app and must be built using Xcode 13 or later.

Learn how to configure treatments

Monitoring your test

Visit App Analytics in App Store Connect to understand your test’s performance and evaluate whether to apply a treatment to your original product page. You can view performance metrics starting the day after the test begins. For each treatment, App Analytics displays the number of impressions, conversion rate, percent improvement, and confidence level compared to your chosen baseline. By default, the baseline is your original product page. If your test includes multiple treatments, you can compare their performance to one another by changing the baseline at any time.

App Store Connect showing Conversion Rate trend for The Coast app. Treatment A variant is called out as performing better than the baseline.

In addition, indicators will appear throughout the duration of the test to help you understand its current status. For example, the dashboard will show if the test still needs to collect more data and whether one of your treatments is performing better or worse than the baseline.

View product page optimization terms and definitions

Applying a treatment

Based on the results of your test, you may want to apply a treatment to your original product page so that it displays to everyone on the App Store. Please note that applying a treatment while your test is still running will end your test. Before applying a treatment or stopping your test, we recommend waiting until at least one treatment is declared to be performing better or worse than the baseline, with at least 90% confidence.

If the treatment you want to apply includes an alternate app icon, you’ll need to include the icon when you submit a new app version in App Store Connect.

Learn how to apply a treatment