Custom Product Pages: When Your App Needs Extra Screenshot Sets

You need App Store custom product pages when your default listing can't match every reason people arrive: a specific ad, a search keyword, an audience or a single feature. Each custom product page gets its own screenshots, app previews and promotional text, so the first images a visitor sees repeat the promise that made them tap.

This guide covers what custom product pages are, when they're worth the extra screenshot work, how they compare with Google Play custom store listings and product page optimization tests, and how to build several screenshot sets without blowing your design budget.

What are custom product pages on the App Store?

A custom product page is an alternate version of your App Store listing, with its own screenshots, app previews and promotional text and its own URL. Your app name and icon stay the same. According to Apple's custom product pages overview, you can publish up to 70 additional versions of your product page for iPhone and iPad.

Here's what each page can change, per Apple:

• Screenshots, app previews and promotional text, for any of the page's localizations.
• Keywords, so the page can show up in search results for those terms instead of your default page. Each keyword combination has to be unique to one product page.
• A deep link, so people who open the app from that page land on a specific screen (iOS 18 and iPadOS 18 or later).
• A unique URL, which adds a product page ID parameter to your default URL, ready to use in ads, emails and social posts.

Custom page metadata still goes through App Review, but you can submit it without shipping an app update. Screenshots also have to meet the normal specs. In App Store Connect's screenshot specifications, that means at least one and up to 10 screenshots per device size, in JPEG or PNG, with no alpha channel or transparency. If you need the exact pixel sizes, see our App Store screenshot sizes guide.

Why do custom product pages improve conversion?

Custom product pages tend to convert better because the screenshots repeat the reason someone clicked, so visitors don't have to hunt for it. Picture someone who taps an ad about budgeting for couples. If the first screenshot they see is a generic dashboard, the click goes to waste.

Apple reports an average conversion lift of 2.5 percentage points when people are sent to a custom product page. That's a 156% increase over the 1.6% average conversion rate of default product pages, according to Apple's developer page. Apple also lists developer examples: CBS Sports saw a 20% conversion rate increase with a March Madness page, and State of Survival saw a 33% increase and a 14% lower cost per install with an RPG-focused page. Your results will vary, but the logic holds. A screenshot set that matches the visitor's intent wastes fewer clicks.

App Analytics breaks results out by page, so you can compare each custom product page with your default page on impressions, downloads, conversion rate, retention and average proceeds per paying user.

When do you need a custom product page? 6 common use cases

Build a custom product page when one traffic source, audience or feature needs a different story than your default screenshots tell. Here are the situations that most often justify a new screenshot set:

1. Paid campaigns with different angles. If your Apple Ads, Meta or TikTok ads push different benefits, give each ad group a page whose first screenshot repeats that benefit. Apple Ads can also run ad variations based on different custom product pages.
2. Keyword intent. A fitness app ranking for both "yoga" and "running" can assign keywords to a yoga page and a running page, so each search shows the matching screenshots.
3. Distinct audiences. Students, teams and freelancers might use the same tool for different jobs. A page per audience lets the captions talk to each group directly.
4. Feature launches. When you ship a major feature, link your announcement email or blog post to a page that leads with it, and leave the default page alone.
5. Seasonal or cultural moments. Apple explicitly names seasonal and culturally relevant content, such as a sports tournament, a holiday or a back-to-school push.
6. Specific content. Games and media apps can highlight one character, show, team or game mode, like the sports-team email campaign example Apple gives.

If none of these apply, start with a stronger default page. A custom product page can't fix weak core screenshots. It only multiplies them.

Custom product pages vs product page optimization vs Google Play custom store listings

Custom product pages target different visitors with different pages. Product page optimization A/B tests your default page. Google Play custom store listings do the targeting job on Android. People mix these up all the time, so here's how they compare:

Sources: Apple product page optimization and Google Play Console Help on custom store listings.

A practical order to work in: use product page optimization to find a winning default screenshot style, then reuse that style in your custom product pages, changing the message and the featured screens rather than the whole design system.

How Google Play custom store listings differ

Google Play's custom store listings target more by behavior than by campaign link. According to the Play Console Help page, you can target churned users (people who uninstalled), lapsed users (no opens in the last 28 days), non-buyers, repeat buyers, a country or region, pre-registration, search keywords, ads traffic or custom audiences. A URL-targeted listing uses the format play.google.com/store/apps/details?id=[packageName]&listing=[parameter]. Each country can only be targeted by one custom listing at a time.

That makes Play listings especially useful for win-back screenshots, for example a "What's new since you left" set for churned users. For Play-specific design rules, see our Google Play feature graphic guide.

How many screenshot sets should you actually make?

Start with two or three custom product pages tied to your largest traffic sources, not all 70. Each page needs its own screenshot set per device size and per localization you customize, so the work multiplies fast. Three pages, two device sizes and three languages already adds up to 18 sets of up to 10 images.

A sensible rollout:

• Page 1: your biggest paid campaign or audience segment.
• Page 2: your highest-volume non-brand keyword theme.
• Page 3: your newest headline feature or a seasonal moment.

Add more only when App Analytics shows a page beating your default product page. Retire the ones that don't.

What to change and what to keep

• Change: the first 2–3 screenshots, the headline captions, the featured app screens and the promotional text.
• Keep: brand colors, typography, device style and layout, so every page still looks like the same app.
• Reuse: the later screenshots (settings, integrations, social proof screens) across pages where they fit.

For writing the headline on each set, our screenshot captions tips go deeper.

How to build custom product page screenshots in mockiso

The fastest way to produce several consistent app store screenshot sets is to lock one visual template and only swap the screens and captions. Here's how that works in mockiso:

1. Create one project per page. Go to sign up, then New project, and name it after the page, for example "CPP – Running".
2. Pick the device. Choose a current iPhone such as iPhone 18 Pro Max or 17 Pro Max for App Store pages, or Pixel 9 Pro or Galaxy S24 for Google Play listings.
3. Upload the screens. Click, drag and drop, or paste with Ctrl/Cmd+V the app screens that match the page's message.
4. Use the same angle and lighting on every page. Pick a preset such as hero left or float, then keep the camera lens, exposure and soft shadow identical across projects so the pages look like one family.
5. Set the backdrop. Use a solid color, gradient or one of the 70 backdrop templates. Avoid transparent backgrounds for App Store uploads, because Apple doesn't accept screenshots with alpha channels.
6. Add the caption. Use the App Store style caption (headline plus subline) to repeat the ad or keyword promise.
7. Try duo or trio layouts to show consecutive screens of one flow on the hero screenshot.
8. Export. Use a store canvas size preset, then export PNG or JPEG. Batch ZIP export of all screenshots saves time when you're producing many sets.

The Free plan covers 3 projects with 3 screenshots each, which is enough to try the workflow. Multiple custom product pages usually call for more projects and screenshots, so check pricing for the current Pro and Studio limits. Every new account starts with a 24-hour Pro trial, no card required.

Key takeaways

• Apple allows up to 70 custom product pages per app, and Google Play allows up to 50 custom store listings.
• Build a custom product page when a campaign, keyword theme, audience or feature needs a different first screenshot than your default page shows.
• Apple reports a 2.5 percentage point average conversion lift for custom product pages over the 1.6% default page average.
• Use product page optimization to test your default design. Use custom product pages to match intent.
• Keep one visual template across all pages and change only the featured screens and captions.

Start with one extra page

Custom product pages work best when they're focused: one audience, one promise and screenshots that prove it within the first two frames. Pick your biggest traffic source, build a matching screenshot set and compare it with your default page in App Analytics. When you're ready to make the visuals, start your free mockiso trial and turn your app screens into consistent 3D device mockups in your browser.