# All the App Store Optimization News From WWDC 2021 You Need to Know: A/B Testing Tool, Custom Product Pages, and In-App Events in iOS15

- Link: https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/
- Published: 2021-06-08T13:45:48+01:00
- Author: Phiture ASO Consultants

_⌊aso wwdc 2021⌉⌊aso wwdc 2021⌉Editor note: The article was written by Phiture ASO
Team [Iryna Maniuk](https://www.linkedin.com/in/irynamaniuk/), [Julia Buzzi](https://www.linkedin.com/in/julia-buzzi-25101b163/),
[Peiyi Lin](https://www.linkedin.com/in/peiyi-lin0323/) and [Maggie Ngai](https://www.linkedin.com/in/maggiengai/)._

Apple’s Worldwide Developers Conference (WWDC 2021) brought very exciting news to
ASO practitioners this year. Phiture is excited to share this summary with you: 
everything you need to know about ASO in iOS 15.

With the launch of iOS 15 (which will likely be released in September 2021), developers
will be able to A/B test their product page**,** create multiple custom product 
pages to showcase different features of the app for different users, and use in-
app events to connect with new and existing users. 

These advantages have been available since 2015 on the Google Play Store, and developers
have been asking for a native A/B testing tool in the App Store for years. Apple
finally addressed this repeated request at its WWDC 2021 keynote. These changes 
will empower developers to improve their conversion via A/B testing and custom product
page landing URLs.

_Back in 2017, Apple planned to launch “A/B product page testing” as revealed in
the Epic vs. Apple court case (via Steve Stroughton: https://twitter.com/stroughtonsmith/
status/1397756225564069892)_

![wwdc](https://phiture.com/wp-content/uploads/2021/06/image2-min-2.png)

Table of Contents

 * [Product Page Optimization: True A/B testing in the App Store](https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/#product_page_optimization_true_ab_testing_in_the_app_store)
 * [Custom Product Pages](https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/#custom_product_pages)
 * [In-App Events](https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/#in-app_events)
 * [App Analytics](https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/#app_analytics)
 * [More ASO iOS 15 news:](https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/#more_aso_ios_15_news)
 * [More General News from the WWDC: Connecting People, Innovation, and Privacy](https://phiture.com/asostack/all-the-app-store-optimization-news-from-wwdc-2021-you-need-to-know-a-b-testing-tool-custom-product-pages-and-in-app-events-in-ios15/#more_general_news_from_the_wwdc_connecting_people_innovation_and_privacy)

## **Product Page Optimization: True A/B testing in the App Store**

According to [Apple](https://developer.apple.com/app-store/product-page-updates/),
developers can try up to three different “treatments” to see which creative element
or piece of metadata produces the best results. This is a native A/B/C testing environment
in the App Store. 

In the App Analytics in App Store Connect, developers can view impressions, conversion
rate, and improvement — and compare performance against the original product page
throughout the test, which can run up to 90 days. Of course, developers can apply
the top-performing variant, just like they’re used to in Google Play.

Apple highlighted the importance of iterative testing. “Consider limiting how many
elements you test at once so you can more easily determine which one led to a particular
result.” _Check out how to _[_Build a Systematic Process for ASO With the CRO Loop_](https://phiture.com/asostack/building-a-systematic-process-for-aso-with-the-cro-loop-d1c4bc7ca725/)_
to improve your store listing iteratively._

Note that developers will need to submit the testing variant of icon metadata, screenshots,
and app previews for review. Screenshots and app previews can be submitted for review
independent of a new app version. 

![wwdc](https://phiture.com/wp-content/uploads/2021/06/image7-min-1.png)

With iOS 15, developers can try out different screenshots, videos, and even app 
icons to understand what users like best.

Caveats/Questions:

 * There’s no mention of A/B testing of title/subtitle or other metadata. 
 * It’s unclear whether the search result will be connected to the A/B test or if
   people will only land in the _product page _test once they’ve clicked through
   to the product page. 
 * And our most pressing question about product page testing: can you upload any
   graphic element for the A/B test, or (more likely) can you mainly test all the
   elements of the up to 35 Custom Store Pages that are passed for review (see below)?

A WWDC session will take place on this topic, and we’ll update this post with more
information accordingly: https://developer.apple.com/videos/play/wwdc2021/10295/

## **Custom Product Pages**

Apple’s custom product pages are different from Google’s custom store listing page;
they are meant as unique landing pages for paid user acquisition. This can dramatically
help improve conversion for users coming with different needs. In the simplest example,
a UA campaign for an eCommerce fashion app can now create a seamless experience 
between the ad a person saw (eg. Male Shoes) and adapt the App Store screenshots
accordingly based on that audience and the ad they were shown.

As announced by [Apple](https://developer.apple.com/app-store/product-page-updates/),
developers can direct specific audiences to a relevant product page using its unique
URL. These custom product pages (up to 35 pages!) have promotional text, screenshots,
and app previews that are different from those on the default product page. 

Developers can create new pages at any time in App Store Connect and submit them
for review independent of app updates. Furthermore, developers can monitor the performance
of each custom product page by viewing impressions, downloads, conversion rate, 
etc. in App Analytics. Apple goes even further by providing retention data and average
proceeds per paying user for each custom product page so developers can get closer
to optimizing for monetization.

![aso wwdc](https://phiture.com/wp-content/uploads/2021/06/image1-min-2.png)

With iOS 15, developers can create multiple custom product pages to showcase different
features of the app for different users.

Caveats/Questions: 

 * It’s unclear how Apple Search Ads would work with these custom product pages,
   but it would make sense if you could steer a certain group of keywords, or a 
   certain audience, into the custom product pages.
 * As Nadir Garouche points out, Facebook and Google App Campaigns send people straight
   to the App Store, and it remains to be seen if they will allow developers to 
   specify a custom product page link. Third-party Ad Networks, cross-selling within
   an app portfolio, or linking out from your home page can of course work.

## **In-App Events**

In-app events, Apple’s version of Google Play’s [Events](https://developers.google.com/games/services/common/concepts/events),
are timely events (think game competitions, new movie premier, or live-streams) 
within apps and games, like _Pokemon Go Fest_ and _Nike Fitness challenges_.

This allows apps and games to provide time-limited events and content and will be
a great way for users to discover your app because in-app events will be front and
center on the App Store and also crop up throughout the store. In-app events will
appear:

 * On the **product page**, which displays all of the currently published events.
 * In **search results**. When users search for an app, the event card appears along
   with the app for users who have downloaded your app, while screenshots show for
   those who haven’t downloaded the app. Users can also search for in-app events
   directly. When users search for an event, the event card appears along with the
   app.
 * In editorially-curated selections and personalized recommendations on **the Today,
   Games, and Apps tabs**.

![aso wwdc](https://phiture.com/wp-content/uploads/2021/06/image6-min-2.png)

In-app events will appear on product pages.

 

![aso wwdc](https://phiture.com/wp-content/uploads/2021/06/image4-min-2.png)

In-app events will also show up throughout the App Store.

You will be able to select a badge that best describes your event type in App Store
Connect. Major updates to your app or game can also be called out and potentially
featured, making this update relevant for all apps and games, not only those with
in-app events.

Here are all the event types that can be selected:

 * **Challenge**: Activities encouraging the user to achieve a goal before the event
   ends. For example, a fitness challenge in a workout app or beating a certain 
   number of levels in a game.
 * **Competition**: Activities in which users compete against one another for the
   best ranking or to win rewards. For example, a tournament where players battle
   to win the most matches.
 * **Live Event:** Activities that occur in real-time that all users can experience
   simultaneously. For example, a sports match or live-streamed concert.
 * **Major Update**: Introducing significant new features, content, or experiences.
   For example, the launch of new game modes or levels. These events go beyond minor
   enhancements.
 * **New Season**: Introducing new content, storylines, or media libraries. For 
   example, a new season of a television show or a new battle pass in a game.
 * **Premiere**: First-time availability of content or media. For example, newly
   released movies or audio.
 * **Special Event:** Limited-time events that span multiple activities or experiences
   not captured by another event badge. For example, an event featuring a collaboration.

The Metadata that will have to be provided are: 

 * **Event name:** (30 chars) likely indexed by the App Store algorithm.
 * **Short description: **Summary of the in-app event in up to 50 characters––likely
   indexed by the algorithm.
 * **Long description:** up to 120 characters––likely not indexed by the algorithm.

Apple also announced the addition of an App Store widget, which will display in-
app events directly on users’ home screens. It’s unclear if Apple will also use 
this as a regular App Store distribution channel outside of in-app events.

![aso wwdc](https://phiture.com/wp-content/uploads/2021/06/image-26-min.png)

Make sure you follow [Apple’s recommendations](https://developer.apple.com/app-store/in-app-events/)
about making the most of an in-app event by creating effective metadata, adding 
event details, and measuring the event performance.

## **App Analytics**

Apple also announced [new App Analytics](https://developer.apple.com/app-store/measuring-app-performance/)
following the new features in the App Store. These will provide data in App Store
Connect about newly released features ( in-app events, custom product pages, and
product page optimization) later this year.

Also, it will feature these new metrics:

 1. Re-downloads
 2. Total downloads
 3. Proceeds data
 4. ARPPU: Average revenue per paying user
 5. Pre-order 
 6. Updates

## More ASO iOS 15 news:

Apple made some changes to the App Store Review Guideline and the App Review contact
form on its website. For more details, check [here](https://developer.apple.com/news/?id=dovxb62h).

Ilia Khukarev from AppFollow shared that screenshots from installed apps will not
be shown in the search results on iOS 15 Alpha.

![aso wwdc](https://phiture.com/wp-content/uploads/2021/06/image3-min-2.png)

Screenshots of installed apps are not shown in search results.

## **More General News from the WWDC: Connecting People, Innovation, and Privacy**

Since Covid shook the world in 2019, people have lost many of the in-person interactions
that keep us sane. Apple announced several new features in various apps to keep 
people connected in the WWDC 2021. 

For example, **SharePlay in Facetime** allows users to stream music and videos together
and share screens. With an API built for SharePlay, developers can bring their apps
into FaceTime. This is good news for lots of streaming apps because it can potentially
create brand awareness among friends and families while users stay connected through
their favorite content. 

Apple is famous for their **Innovation**. And the tech giant introduced a number
of fascinating innovations this year:

 * Focus, a new tool to help users to find the balance between work and life

 * Intelligence like Live Text that can read text from photos and allows users to
   select test just like in a PDF.
 * Big upgrades to Apple Wallet, Maps, and Translate. 
 * Health, including a metric to assess fall risk, richer insights to understand
   changes in health, and the ability to share selected data with doctors and family
   privately.

The new features from Apple open up opportunities for apps that could benefit from
its APIs (e.g., shared playback controls, video conference voice isolation). However,
they also pose threats to competing apps such as image to text apps, translation
apps, map apps, weather apps, etc. 

One of the biggest highlights was Swift Playgrounds, Apple-designed lessons for 
people to learn to code. Apple empowers users to build apps on their iPad right 
away in Swift Playgrounds and submit it to the app store. It is expected that there
will be more casual app developers publishing their apps on the App Store, potentially
increasing competition in certain categories, such as productivity. 

**Privacy** remained the most important topic throughout WWDC 2021. Apple implemented
several features in iOS 15 for users to control data sharing with businesses such
as IP address, location, or whether or not you open an email. 

The App Privacy Report shows users how apps treat their users’ privacy, such as 
how often apps use the permission a user has granted to access location, photos,
camera, etc. It also tells users who their data may be shared with.

![aso wwdc](https://phiture.com/wp-content/uploads/2021/06/image5-min-2.png)

Users will see who their data may be shared with.

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