View product page optimization results

Product page optimization helps you evaluate which version of your product page is most effective at getting users to download your app. These tests use a range of modern and rigorous Bayesian techniques and require minimal overhead to launch a test, transparently communicate changing results as they arrive, and identify the best version as quickly as possible. This methodology is designed by Apple specifically for App Store product page data, so you can evaluate results every day with the confidence that you’re receiving the most accurate and up-to-date information.

Once a test gathers enough impressions for 90% confidence, a treatment may be marked as Performing Better or Performing Worse, compared to your chosen baseline. (This baseline is the original product page by default, and can be changed to a treatment at any time.) The main measure of performance for each product page version is the conversion rate — the estimated percentage of users that downloaded or pre-ordered your app after viewing the product page. If the amount of data required to reach a high confidence level is more than you’ll likely receive based on your test’s traffic partway through the test, we’ll let you know that your test may be inconclusive.

Your test results will indicate an estimated conversion rate for each variant, an estimated lift in conversion between variants, and Apple’s level of confidence in the results. To calculate this data, Apple takes into account a range of prior information about the performance of your app’s product page. This helps ensure that there’s enough data to report on a difference between your variants.

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