Your App Store page shows everyone the same screenshots, whatever they searched for. A custom product page is another version of that page, made for one search. Pagefully plans them and builds each one from your own screenshots.
Lull is a sleep sounds app. Its default page leads with its catalogue. The custom page below is the same listing, same name and reviews, shown to people who searched for white noise for a baby.
Whatever they searched for.
The same screenshots, with headlines about the thing they came for.
People decide in seconds, from the first screenshot. A page that leads with the reason they came gives them that decision at once.
Someone who searched “white noise for babies” sees the baby sounds first, not a general story about sleep. The page answers the search.
A page that answers the search turns more of the same visitors into downloads. Nothing else changes: same app, same price, same reviews.
Each page gets its own views and downloads from Apple, so you see which reason to download brings people in, and carry it into your ads and your default page.
A page is shown three ways. None needs an ad budget.
Give a page keywords from your latest approved version and Apple shows it in those searches instead of your default page.8 It doesn’t lift your ranking by itself; it makes the first look count.
Every page has its own link. Send a tutorial’s readers or a creator’s audience to the page that shows what they just saw.
Point an ad group at the page that matches its keywords, so the ad and the page after the tap make the same promise.
Published results from other developers, one for each way a page is reached. Each says what it shows and what it doesn’t. None is a forecast for your app.
| Evidence | Reported | How to read it |
|---|---|---|
| People referred to custom pages1 | +2.5 percentage points conversion, against a 1.6% default-page average | Broad support for focused destinations. Not an organic-search forecast. |
| SoundCloud, Apple Ads competitor campaigns5 | 39% lower cost per install | A paid-acquisition example of leading with a real difference. |
| State of Survival, audience-specific campaign4 | 33% higher conversion, 14% lower cost per install | Targeting and page changed together. |
| Binance, a full ASO programme6 | 95,000+ incremental installs a year | Custom pages were one part, with keywords, localization and default-page work. |
| Apple Ads in 2025, across MobileAction’s data7 | Custom-page ad impressions 6.56B → 15.80B; tap-through 1.43% → 1.72%; conversion 55.87% → 47.57% | Growing use and changing economics. Not proof that custom pages cause improvement. |
A good first page has two things: a use your default page doesn’t lead with, and real people looking for it. A search you already appear for, a post that already sends traffic, or an ad group you already run.
If your app is small, make one page and give it time. With little traffic it takes longer to tell whether it helps, so judge one before you make ten.
Apple reports each page’s views and downloads, by source and country, once it has had its first few downloads.9
A page’s conversion beside your default page’s is useful context, not proof: each sees a different audience. For a controlled test of your default page, Apple’s product page optimization splits the same traffic at random.10 That is a separate tool.
Look up your app. In about a minute you see three pages planned for it and one designed on your own screenshots, before you sign up.
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