@mmerterden/multi-agent-pipeline 20.7.0 → 20.8.0

package/pipeline/skills/shared/external/app-store-optimization/references/product-page-variants.md

@@ -1,191 +1,168 @@
 # Product Page Variants
 
-Custom Product Pages, product page optimization (A/B testing), and in-app event configuration for App Store discoverability and conversion.
-
-## Contents
-
-- [Custom Product Pages](#custom-product-pages)
-- [Product Page Optimization Tests](#product-page-optimization-tests)
-- [In-App Event Configuration](#in-app-event-configuration)
-- [Screenshot Caption Copywriting](#screenshot-caption-copywriting)
-
 ## Custom Product Pages
 
-### Setup in App Store Connect
+### Setting one up
 
-1. Navigate to **App Store Connect > App > Custom Product Pages**.
-2. Create a new Custom Product Page -- each page needs a reference name (internal only) and a locale.
-3. Customize screenshots, app preview videos, promotional text, and assigned keywords for the target audience.
-4. Submit the page for review -- Custom Product Pages go through App Review like regular submissions.
-5. Once approved, the page is visible through its unique URL and, if configured, through assigned App Store search keywords.
+1. In App Store Connect, open the app and choose Custom Product Pages.
+2. Give the page a reference name (only your team sees it) and pick a locale.
+3. Decide what differs from the default page: screenshots, preview videos,
+   promotional text, search keywords.
+4. Submit it. App Review checks custom pages the same way it checks versions.
+5. After approval the page is reachable through its own URL and, when keywords
+   are assigned, through search.
 
-### URL structure
-
-Custom Product Pages use the format:
+### URL
 
 ```
 https://apps.apple.com/app/id{APP_ID}?ppid={CUSTOM_PAGE_ID}
 ```
 
-The `ppid` parameter directs users to the custom page instead of the default product page. Use these URLs in:
-
-- Apple Search Ads ad group URLs
-- Social media campaign links
-- Email marketing campaigns
-- Web landing pages
-- QR codes in physical marketing
-
-### Search visibility and deep links
-
-- You can create up to 70 Custom Product Pages per app.
-- Assign keywords from the latest approved app version to make an approved, visible custom page appear for matching App Store searches instead of the default page.
-- Use unique keyword sets per custom page so App Store search can choose the most relevant page.
-- Optional app deep links can send users on iOS 18 or iPadOS 18 or later to specific in-app content after they tap Open. Deep links must be approved with the custom page before they work for users.
-
-### Campaign-to-page mapping
-
-Plan Custom Product Pages around distinct acquisition channels:
-
-| Channel | Page name convention | Screenshot strategy |
-|---------|---------------------|---------------------|
-| Search Ads -- brand terms | `Search-Brand` | Highlight brand trust and breadth |
-| Search Ads -- feature terms | `Search-{Feature}` | Lead with the specific feature the user searched for |
-| Search Ads -- competitor terms | `Search-Competitor` | Emphasize differentiators vs. category norms |
-| Social -- Instagram/TikTok | `Social-Visual` | Visual-first screenshots matching social creative style |
-| Social -- Twitter/X | `Social-Utility` | Feature-focused, less visual polish |
-| Email -- existing users | `Email-Upgrade` | New feature highlights for re-engagement |
-| Web -- blog/PR | `Web-Editorial` | Award badges, press quotes, credibility signals |
+The `ppid` parameter picks the custom page. Put the URL in Apple Ads ad groups,
+social posts, email campaigns, landing pages and printed QR codes.
 
-### Management
+### Limits and search
 
-- Audit Custom Product Pages quarterly. Remove pages for ended campaigns.
-- Track performance per page in App Analytics -- compare conversion rates against the default page.
-- App Analytics reports custom page metrics after the page receives at least five first-time downloads.
-- Custom Product Pages count toward the 70-page limit per app. Reserve capacity for seasonal or ad-hoc campaigns.
+- Up to 70 custom pages per app.
+- Assigned keywords must come from the keyword set of the most recently
+  approved app version. A matching
+  search can then show the approved, visible custom page in place of the
+  default one.
+- Give each page its own keyword set so search can choose the best match.
+- A page can carry a deep link that sends people running iOS 18,
+  iPadOS 18 or newer straight to a given screen in the app when they tap Open. The deep link is
+  approved together with the page.
 
-## Product Page Optimization Tests
+### One page per channel
 
-### Test design patterns
+| Channel | Page name | Emphasis |
+|---|---|---|
+| Apple Ads, brand terms | `Search-Brand` | Trust in the brand, breadth of features |
+| Apple Ads, feature terms | `Search-{Feature}` | The searched feature first |
+| Apple Ads, competitor-category terms | `Search-Alternative` | What sets the app apart from category norms |
+| Short-video and photo social platforms | `Social-Visual` | Strong visuals first |
+| Text-first social platforms | `Social-Utility` | Features and utility, less polish |
+| Email to current users | `Email-Upgrade` | What is new, reasons to come back |
+| Blog posts and press | `Web-Editorial` | Awards, press quotes, credibility |
 
-Each test compares the original product page against up to three treatments. For clearer results, design each test around one hypothesis even when you create multiple treatments.
+### Upkeep
 
-#### Icon test
+- Review custom pages every quarter and remove those for finished campaigns.
+- In App Analytics, compare each page's conversion with the default page;
+  figures show up after five or more first-time downloads are credited to it.
+- Leave room below the 70-page limit for seasonal and one-off campaigns.
 
-- **Hypothesis:** A revised icon with [specific change] will increase tap-through rate by improving shelf appeal.
-- **Treatment:** Alternate app icon that [describes the specific difference].
-- **Duration:** 7-14 days minimum.
-- **Success metric:** Conversion rate (impressions to first-time downloads).
+## Product Page Optimization tests
 
-#### Screenshot order test
+A test compares the original page with up to three treatments. Keep to one
+hypothesis per test so the result is readable.
 
-- **Hypothesis:** Leading with [screen X] instead of [screen Y] will increase conversion by showing the primary value proposition sooner.
-- **Treatment:** Reorder the first 3 screenshots.
-- **Duration:** 7-14 days minimum.
-- **Success metric:** Conversion rate.
+### Test patterns
 
-#### Screenshot content test
-
-- **Hypothesis:** Benefit-oriented captions will outperform feature-descriptive captions.
-- **Treatment:** Replace captions on the first 3 screenshots with benefit-focused copy.
-- **Duration:** 7-14 days minimum.
-- **Success metric:** Conversion rate.
+| Test | Hypothesis | Treatment | Run for | Metric |
+|---|---|---|---|---|
+| Icon | A different icon stands out more in search and on shelves | An alternate app icon | At least 7 to 14 days | Conversion from impression to first-time download |
+| Screenshot order | Leading with a different feature converts better | The first three screenshots reordered | At least 7 to 14 days | Conversion rate |
+| Screenshot copy | Benefit captions beat feature captions | New captions on the first three screenshots | At least 7 to 14 days | Conversion rate |
 
 ### Running a test
 
-1. In App Store Connect, go to **Product Page Optimization**.
-2. Choose up to three treatments and the element to test (icon, screenshots, or preview video).
+1. Open Product Page Optimization in App Store Connect.
+2. Create up to three treatments and pick what they change: icon, screenshots
+   or preview video.
 3. Upload the treatment assets.
-4. Set the traffic proportion. App Store Connect splits that treatment traffic evenly across treatments.
-5. Select the localizations to include; all supported localizations are selected by default.
-6. Start the test and monitor App Analytics. A test runs for up to 90 days or until manually stopped.
-
-### Interpreting results
-
-- App Store Connect reports conversion rate for control vs. treatment with a confidence interval.
-- Results appear after at least five first-time downloads are associated with the test.
-- Do not apply a treatment until the result shows 90%+ confidence.
-- A 2-5% conversion lift is meaningful at scale -- do not dismiss small wins.
-- If App Store Connect marks a test as likely inconclusive, the current traffic and lift may not be enough to reach confidence within the 90-day window. Consider a stronger creative change or a higher-traffic period.
-- After applying a winner, wait at least one release cycle before starting the next test to establish a clean baseline.
-
-### Limitations
-
-- Only one test at a time per app.
-- Product Page Optimization tests are unavailable for Custom Product Pages, Apple Watch product pages, and iMessage product pages.
-- Low-traffic apps may need longer to reach 90% confidence, and some tests may remain inconclusive.
-- App icons used in treatments must be included in the app binary for the current App Store version. Applying a treatment applies screenshots and previews; make an icon the default in a future app version if that icon should persist broadly.
-
-## In-App Event Configuration
-
-### Event metadata template
-
-| Field | Limit | Guidelines |
-|-------|-------|-----------|
-| **Event name** | 30 chars | Keyword-rich, action-oriented. "Spring Fitness Challenge" not "Our Spring Event" |
-| **Short description** | 50 chars | One compelling sentence visible on the event card |
-| **Long description** | 120 chars | Expand on what the user will experience or win |
-| **Event card image** | 1920x1080 (16:9) | High-contrast, legible at small sizes, no text smaller than 24pt |
-| **Badge** | Preset options | Match badge type to event nature (see SKILL.md table) |
-| **Deep link** | URL | Optional. Links to the in-app event content |
-
-### Scheduling strategy
-
-Plan events to maintain continuous App Store visibility:
-
-```
-Week 1-2:  [Event A -- "Spring Challenge" (Challenge badge)]
-Week 3-4:  [Event B -- "New Workout Library" (Major Update badge)]
-Week 5-6:  [Event C -- "Summer Kickoff" (Special Event badge)]
-```
-
-Overlap the end of one event with the start of the next by 1-2 days. This prevents gaps where the app has no event card in search results.
-
-### Event timing rules
-
-- Events can be published up to 14 days before they start.
-- Events must run at least 15 minutes and can run for up to 31 days.
-- You can publish up to 10 In-App Events on the App Store at a time and keep up to 15 approved events per app in App Store Connect.
-- Events are visible in search results and on the product page during their active window.
-- Ended events are removed from the store automatically.
-- Schedule events around real moments (feature releases, content drops, seasonal relevance) -- manufactured events without real in-app content feel hollow and may be rejected by App Review.
-
-### Maximizing search impact
-
-- Use the event name and short description as visible search-result copy. Include terms that match the event's real content and user intent.
-- Choose a badge type that matches the actual event nature -- the badge appears prominently on the event card.
-- In-app events can appear on the Today tab, in search results, and on the app's product page. Apple's editorial team curates which events are featured.
-
-## Screenshot Caption Copywriting
-
-### Benefit-oriented vs. feature-descriptive
-
-| Feature-descriptive (weak) | Benefit-oriented (strong) |
-|---------------------------|--------------------------|
-| Calendar View | Never miss a deadline |
-| Dark Mode | Easy on your eyes, day or night |
-| Cloud Sync | Your data, everywhere |
-| Analytics Dashboard | See what is working |
-| Collaboration Tools | Build together in real time |
-| Offline Mode | Works without internet |
-| Custom Themes | Make it yours |
-| Push Notifications | Stay in the loop |
-
-### Caption structure
-
-The strongest captions follow one of three patterns:
-
-1. **Outcome-first:** State the result the user gets. "Track every mile" > "GPS Running Tracker".
-2. **Problem-solver:** Name the pain point and imply the solution. "No more forgotten passwords" > "Password Manager".
-3. **Social proof:** Imply scale or trust. "Join 10M users" > "Popular App".
-
-### Per-audience caption variants
-
-Different Custom Product Pages should use different captions for the same screenshots:
-
-| Screenshot | Search Ads -- fitness terms | Social -- visual audience | Email -- lapsed users |
-|-----------|---------------------------|--------------------------|----------------------|
-| Workout screen | "Hit your goals every week" | "Your workout, beautifully tracked" | "We added 50 new workouts" |
-| Progress chart | "See your streak grow" | "Watch your progress unfold" | "Your history is still here" |
-| Social feature | "Challenge your friends" | "Share your wins" | "Your friends are still active" |
-
-Tailor the emotional angle to the acquisition channel while keeping the screenshot content consistent.
+4. Set the share of traffic in the test; it is split evenly among treatments.
+5. Pick the localizations; all are included by default.
+6. Start the test and follow it in App Analytics.
+
+### Reading results
+
+- A test runs for at most 90 days or until you stop it.
+- App Store Connect reports conversion for the original and each treatment with
+  a confidence interval, after the test has been credited with five or more
+  first-time downloads.
+- Do not apply a treatment that has not reached 90% confidence.
+- At scale, a lift of 2 to 5% in conversion is worth having.
+- If App Store Connect marks the test as likely inconclusive, the traffic or
+  the difference is too small to reach confidence within 90 days. Try a bolder
+  change or a period with more traffic.
+- After applying a winner, let at least one release cycle pass before testing
+  again.
+
+### Constraints
+
+- An app can run only one test at any moment.
+- Custom pages, Apple Watch product pages and iMessage product pages cannot be
+  tested.
+- Apps with little traffic may take a long time to reach 90% confidence or
+  never get there.
+- A treatment icon must already be in the binary of the version live on the
+  store.
+- Applying a treatment applies its screenshots and previews. An icon that wins
+  only becomes the default for everyone when a later app version makes it the
+  primary icon.
+
+## In-App Event configuration
+
+| Field | Limit | Advice |
+|---|---|---|
+| Event name | 30 characters | Specific and active: "Autumn Trail Challenge" beats "Our Autumn Event" |
+| Short description | 50 characters | One sentence that sells the event on its card |
+| Long description | 120 characters | What happens and what participants get |
+| Event card media | 16:9, 1920 x 1080 | High contrast, readable at small size; avoid text smaller than about 24 pt |
+| Event details page media | 9:16, 1080 x 1920 | Shown when someone opens the event |
+| Badge | Preset list | The type that matches the event (see the badge list in SKILL.md) |
+| Deep link | Optional URL | Opens the event content inside the app |
+
+### Scheduling
+
+Run events back to back so there is always one live:
+
+| Weeks | Event | Badge |
+|---|---|---|
+| 1 and 2 | Step count challenge | Challenge |
+| 3 and 4 | New route planner release | Major Update |
+| 5 and 6 | Seasonal trail collection | Special Event |
+
+- Let consecutive events overlap by a day or two so there is no gap without a
+  card.
+- Publishing can happen as early as 14 days ahead of the start time.
+- An event lasts at least 15 minutes and at most 31 days.
+- Up to 10 events can be published on the store at once, and up to 15 approved
+  events can be kept in App Store Connect.
+- Events show in search and on the product page while active and disappear
+  automatically when they end.
+- App Review may reject events that have no real content behind them.
+
+### Being found
+
+- The name and short description are the visible search copy; use words that
+  match the real content and what people look for.
+- The badge sits prominently on the card, so it must describe the event
+  honestly.
+- Beyond search and the product page, events may be picked by Apple's editors
+  for the Today tab.
+
+## Writing screenshot captions
+
+| Feature label | Benefit caption |
+|---|---|
+| Calendar View | Every deadline, on time |
+| Dark Mode | Comfortable to read at any hour |
+| Cloud Sync | Your files on every device |
+| Analytics Dashboard | Know what is working |
+| Collaboration Tools | Edit together in real time |
+| Offline Mode | Keeps working with no signal |
+| Custom Themes | Make it look like yours |
+| Push Notifications | Hear about it first |
+
+Three patterns that work:
+
+1. **Say the result.** "Finish every run stronger" beats "GPS Run Tracker".
+2. **Name the pain.** "No more lost receipts" beats "Receipt Scanner".
+3. **Show the crowd.** "Trusted by 5M cooks" beats "Popular Recipes".
+
+The same screenshots can carry different captions on different custom pages:
+goal-driven lines for a fitness search page, mood and look for a visual social
+page, and "what is new since you left" for an email to lapsed users. Change the
+emotional angle for the channel and keep the screen content the same.