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At Liberteenz, we have supported many apps with both entering the Japanese market and expanding from Japan into overseas markets, especially since our own global expansion in 2022.
When expanding internationally, one of the most important factors is culturalization for each individual market.
To do this effectively, it is essential to understand each country’s users, App Store environment, and culture.
We believe comparing Custom Product Page performance through Apple Ads campaigns can help reveal valuable insights into how different product page experiences influence user engagement and conversion behavior.
However, this does not mean creating CPPs blindly. It is important to design the messaging and creative based on a clear understanding of the target users.
In this article, we will introduce a case study where creating high-quality CPPs based on user understanding led to major improvements in CTR and CVR, while also revealing deeper user insights.
Are you currently using App Store Custom Product Pages?
A Custom Product Page is an App Store feature that allows you to customize your product page based on users’ interests and intent.
By showing screenshots that match user interests at the keyword level, you can expect improvements in both CTR and CVR.
Custom Product Pages can be used for traffic from various channels, but at Liberteenz, we recommend using Custom Product Pages together with Apple Ads.
By using Apple Ads, you can measure in-app events for each Custom Product Page with minimal data loss. You can also collect data at the keyword level, allowing you to analyze what kind of search intent users had and what actions they took afterward.
This allows you to understand users on a much deeper level.
In other words, you can gain deeper insights such as:
While the second and third bullet points are available through Product Page Optimizations, the first and fourth point can only be gained through utilizing Apple Ads and Custom Product Pages together.
Here is one example of successful culturalization.
Merge Mansion is a merge puzzle game with over 60 million downloads worldwide. It is widely known for its mysterious story centered around the enigmatic Grandma Ursula.
In the U.S., where the game has its largest user base, it has gained popularity as a “merge game.” However, in Japan, awareness of the merge game genre itself is still relatively low, so culturalization was necessary.
Using Custom Product Pages, we tested multiple messaging angles, including:
We conducted A/B tests across several different creative directions.
However, at first, we were not able to identify a clear winning creative.
What Custom Product Page Testing Revealed About What Japanese Users Wanted
To better understand users, we looked for new messaging angles based on survey responses from existing Japanese players. We found that, for users who continued playing Merge Mansion, a major part of the appeal was the satisfying feeling of organizing a cluttered board and restoring the mansion.
We then created screenshots that emphasized this sense of satisfaction and refreshment, and tested them through A/B testing. As a result, CVR improved by approximately 20%. This outcome demonstrates how targeted Custom Product Page testing can refine a global message to better align with local market preferences.
Building on the Merge Mansion success, it becomes clear that these results are not just about one-off improvements.
The user insights gained through Custom Product Page A/B testing are not limited to improving creative assets on the App Store.
Because in-app events can also be measured, Custom Product Page testing makes it possible to understand:
These insights allow for a much deeper understanding of user behavior and expectations.
The insights gained from Custom Product Page testing can then be applied across other areas, such as ad creatives, ASO, and video messaging.
In this case, for example, we learned that “satisfaction” resonated more with Japanese users than “mystery.” This allowed us to rethink not only the App Store creative, but also the overall direction of the advertising message.
In this way, Custom Product Pages can be used not simply as a creative optimization tool, but as a tool for understanding users.
Another important point is that the App Store functions as the final destination for nearly all marketing activity.
No matter which channel users come from, they ultimately pass through the App Store.
This means that improving CTR and CVR on the App Store can have a positive impact across nearly every marketing channel.
That is why using Custom Product Pages should not be viewed as just a store optimization initiative.
Custom Product Pages can serve as a foundation for improving marketing as a whole by deepening user understanding and applying those insights across broader marketing activities.
When expanding overseas, culturalization for each individual market is essential.
To achieve effective culturalization, it is necessary to understand each market’s users, App Store environment, and culture.
To do this, marketers should develop messaging based on user understanding and use CPP A/B testing to learn:
Deepening this understanding of users, the store, and culture is key to successful international expansion.
Because the App Store is the final destination for all traffic, improving CPPs can impact performance across every marketing channel.
That is why we believe Custom Product Pages should not be seen merely as a store optimization tactic, but as a core part of marketing strategy itself.
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