App Store product page optimization: testing your screenshots

Product page optimization lets you test other versions of your App Store page against the one people see now. The App Store shows each version to a share of visitors, and App Analytics reports which one gets more downloads.

How a test works

Up to three treatments. Each treatment is an alternative version of your page, tested against the original.
What changes: the app icon, screenshots and app previews.
Up to 90 days. A test runs for 90 days or until you stop it, and you can run one test at a time.
Your share of traffic. You choose what percentage of visitors take part. With 40% and two treatments, each treatment gets 20% and the original gets the other 60%.
The same version each visit. Someone who sees a treatment keeps seeing it for the length of the test.
iOS and iPadOS 15 or later. Treatments are only shown to people on those versions.

Before it can start

Any new screenshots, previews or icons in a treatment need App Review's approval first. A test that changes only screenshots or app previews can be submitted without a new app version. A test of alternate icons needs every icon in the app's binary.

Each treatment can be localized into all of your app's languages or only some. More languages split the traffic further, so a test may take longer to reach a result.

What to test

Change one thing per treatment, so the result tells you what made the difference. Good first tests for screenshots:

The first caption. One benefit against another, or a plain description against a promise.
The order. Lead with a different screen. Search results show only the first three portrait screenshots, so the order changes what most people see.
The look. A light design against a dark one, or a framed device against the bare screenshot.

Reading the results

App Analytics shows each treatment's impressions, conversion rate, improvement and confidence against the original. It says when a test needs more data, and when a treatment is doing better or worse. Apple suggests waiting until at least one treatment reaches 90% confidence before acting on it.

Applying a treatment to your original page ends the test, so read the results first.

Making treatments in Showpiece

Showpiece keeps each treatment's screenshots as a variant of your main set, changing only what you're testing. The rest comes from the original, so a fix to one caption reaches every variant. When a treatment is ready, choose Product Page Optimization as the upload destination, then the test and the treatment.