Custom Product Pages and Play Custom Store Listings

Apple allows thirty-five custom product pages and Google allows fifty custom store listings. Almost no app should run more than seven of either, and the reason is measurement rather than effort: App Store Connect reports each page against its own product page views, and below roughly a thousand views a week the conversion rate on a page moves around enough that you will read noise as a result. Seven pages carrying real spend beat thirty-five pages you cannot tell apart. What a page has to earn: A page exists when a defined audience arrives holding an expectation your default page contradicts. A holiday rental app whose default page sells breadth — a hundred thousand properties — contradicts the expectation of somebody who just tapped an advert about dog-friendly cottages in Brittany. That is a page. "Same page, different first screenshot" is not; that is a product page optimisation test, it runs against your organic traffic with up to three treatments, and mixing the two in one window makes both reads unusable. So the work starts from your media plan rather than from the store. I take paid spend by concept, find the ones actually carrying money, and write a brief per surviving concept: the first three screenshots, caption strategy, video poster frame, promotional text, and on iOS the in-app destination the page deep links to. A custom product page can open somewhere other than your home screen, and most teams never use it. Android is a different instrument: Custom store listings target by country, install state, pre-registration, inbound URL and Google Ads campaign, and they carry a full listing including the long description that Play indexes for search. That makes an Android listing a conversion asset and an ASO asset at once, and the two pull against each other. I resolve that explicitly per listing instead of writing one text that half-serves both. Briefs, not artwork: I write the briefs, the copy in English and French, the caption text and sequencing, and the measurement plan. I do not produce finished artwork. Your designer or agency builds to the brief and I review the files before submission. If you have no design resource, I will tell you in the scoping call rather than after the invoice. Outside this engagement: Icon testing, which needs a build and behaves differently from page-level work. App name, subtitle and keyword field, which is separate. Ongoing creative production. Copy in languages I cannot read: I will specify structure for other markets and mark clearly that a native writer has to supply the words. Wrong buyer: Apps that cannot send about a thousand product page views a week to each intended page. Apps whose paid spend lives inside a single campaign concept, because one concept needs one page and that page is your default. Teams who want pages built because the slots exist. How the read works: Every page ships with one written hypothesis and a stop date. At the stop date it has either beaten the default on conversion rate for its own traffic source or it has not, and if it has not, it comes down and the reason is recorded so the idea is not proposed again next quarter. On two of the last four engagements more pages came down than stayed up. Surviving pages get their ad creative pinned to them, so the promise in the advert and the promise on the page do not drift apart the next time the media team rotates assets.