# Custom Product Pages Are the Most Underused App Store Feature Author: Cory McAboy Published: 2026-11-12 Source: https://rapptr.com/blog/app-store-custom-product-pages/ Categories: ios, app store [Embedded media]() Custom product pages are one of the most underused features of the App Store. Most apps send every visitor to the same product page, no matter who they are or which ad brought them there. Apple gives you a way to do better, and very few teams take advantage of it. ## What custom product pages are A custom product page is a variation of your App Store product page. Each version can have its own screenshots, app preview videos, promotional text, and keywords. Your app name and icon stay the same, but the story you tell on the page can change for each audience. ## They are easy to set up You create them in App Store Connect. Open your app, and you will find Custom Product Pages in the left navigation. ![The App Store Connect left navigation with Custom Product Pages selected under Growth and Marketing.]() When you click in, you will see an editing experience that looks very similar to the one you use for your [main product page](). ![The custom product page editor in App Store Connect, with keyword checkboxes and tabs for Header and Search Results and App Previews and Screenshots.]() You choose the screenshots and promotional text for each version, and each page gets its own link. ![The Promotional Text and Deep Link fields for a custom product page in App Store Connect, with the Product Page ID below.]() ## Where they become powerful The real value comes from connecting these pages to your marketing campaigns. Most apps run different campaigns that each target a different customer segment, and those segments can be very different from each other. Take moms and students as an example. They are very different types of users, and the message that works for one will not work for the other. A mom wants to see how the app helps her manage school pickups and the family schedule. A student wants to see how it keeps assignments and exams in one place. [Embedded media]() When each campaign sends people to a product page built for them, the page matches the ad they just saw. That consistency can lead to higher click-through rates and higher download rates. ## Is it worth it for every team? I don't expect every ad manager to do this. You usually want a decent marketing budget and enough campaign volume for the extra work to pay off. If you are running paid campaigns to more than one audience, though, custom product pages are worth the effort. ## We can help At Rapptr Labs, we help teams plan and build their App Store presence. If you want help deciding which audiences deserve their own page, or building the pages themselves, reach out. I'm happy to talk it through. [**Get in touch with Rapptr**]() ## Frequently Asked Questions **What is an App Store custom product page?** A custom product page is an alternate version of your App Store listing. Each version can show different screenshots, app preview videos, promotional text, and keywords, and each one has its own link that you can use in ads and campaigns. **What can you change on a custom product page?** You can change the screenshots, app preview videos, promotional text, and keywords. Your app name, subtitle, and icon stay the same across every version. **Where do you create custom product pages?** You create them in App Store Connect. Open your app and select Custom Product Pages in the left navigation, then build each version much like you would edit your main product page. **Why should you use custom product pages?** They let you match your App Store page to the audience each campaign targets. When the page reflects the ad someone just saw, it can improve click-through and download rates. **Are custom product pages worth it for small apps?** They work best when you run paid campaigns to more than one audience with a reasonable marketing budget. If you only run one campaign, your default product page may be enough for now.