Product page optimization (PPO)

Product page optimization (PPO) is Apple’s built-in A/B test for your App Store product page: you test up to three treatments with different app icons, screenshots or previews against the original. A test runs for up to 90 days or until you stop it.

You choose what share of visitors sees a treatment; Apple’s example: 40% of traffic with two treatments gives each treatment 20% and the original 60%.

New metadata in treatments must be approved by App Review first; alternate icons must ship in the app binary.

  • Original page60 % of traffic
  • Treatment A20 % of traffic
  • Treatment B20 % of traffic
Apple’s traffic example: 40% allocated across two treatments

Frequently asked questions

How many treatments can a PPO test have?

Up to three, per Apple.

How long does a PPO test run?

Up to 90 days, or until you stop it.

Can I test screenshots without an app update?

Yes, if the test doesn’t include alternate app icons; it still goes through App Review.

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