How to run product page optimization
Follow these steps in order. Each one is something we do on client work.
- Pick what to test. Icon, screenshots or preview.
- Create treatments. Up to three against the original.
- Localize if needed. Treatments can be localized.
- Submit icons in the binary. For icon tests.
- Start the test and wait. Apple estimates lift with confidence.
- Apply the winner. From App Store Connect.
Key rules and context
What you can test. Screenshots, app previews and the app icon. Text (name, subtitle, description) can't be tested in PPO (Apple: PPO).
Setting it up
- App Store Connect > your app > Product Page Optimization.
- Create up to 3 treatments and set traffic proportion.
- Choose localizations.
- Submit treatments for review (icons need a new build).
- Start the test.
Reading results. Apple shows conversion rate improvement and confidence. Low-traffic apps may need weeks. Apply the winner when confident.
PPO vs custom product pages. PPO tests your default page. Custom product pages are separate pages for specific campaigns.
Google Play equivalent. Store listing experiments.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say WordWise creates two screenshot treatments: one leads with a daily puzzle, one with streaks. We'd run both against the original and apply whichever App Store Connect reports with confidence.
Common mistakes
- Too many changes per treatment. Unclear.
- No hypothesis. No learning.
- Ignoring localization. Different markets.
- Stopping early. Wait for results.
For more background, read how to A/B test an app icon.
Native testing tools compared
Use the store's own test tool before any third-party guesswork.
| Apple product page optimization | Google Play store listing experiments | |
|---|---|---|
| What you can test | Icon, screenshots, previews | Graphics and text (icon, screenshots, descriptions) |
| Variants | Up to 3 treatments vs original | Up to 2 variants vs current listing |
| Localization | Treatments can be localized | Run per language (localized experiments) |
| How winners are judged | Estimated conversion lift with confidence | Performance vs current listing over the test |
Screenshot specs we design to
Both stores publish exact requirements. These are the ones that matter most for a phone-first app.
| Store / device | Size or rule | Count |
|---|---|---|
| App Store, iPhone 6.9-inch | 1320 × 2868, 1290 × 2796 or 1260 × 2736 px (portrait) | 1–10 per device size |
| App Store, iPad 13-inch | 2064 × 2752 or 2048 × 2732 px (portrait) | 1–10 per device size |
| App Store, format | .jpeg,.jpg or.png | — |
| Google Play, phone | JPEG or 24-bit PNG, 320–3,840 px, long side no more than 2× the short side | Minimum 2 to publish, up to 8 per device type |
| Google Play, Chromebook / tablet | 1,080–7,680 px, 16:9 or 9:16 | Minimum 4 recommended |
How we measure the result
For product page optimization, success is measured on conversion, not looks. Store listing experiments in Play Console compare your variants against the current listing. We wait until the console shows a confident result before calling a winner.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Element chosen
- ≤ 3 treatments
- Localized if needed
- Icons in binary
- Results read
- Winner applied
Sources
- Apple: Product page optimization (accessed 26 October 2026)
- Apple: Custom product pages (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
- Apple App Store Connect Help: Screenshot specifications (accessed 26 October 2026)
- Play Console Help: Add preview assets to showcase your app (accessed 26 October 2026)
Questions
How long does a PPO test run?
Up to 90 days.
Can I test the app name?
No.
Do treatments need review?
Yes.
How much traffic do I need?
More traffic, faster results; tiny apps may not reach confidence.
Can you set it up?
We give setup notes in Screenshots A/B and Icons A/B.
How many treatments can I test with product page optimization?
Up to three treatments against your original product page.