Apple and Google now give indie teams three different levers: Product Page Optimization, Custom Product Pages, and Google Play store listing experiments. They sound similar. They solve different jobs.
Product Page Optimization
PPO is Apple's A/B test for the default App Store product page. Apple lets you test up to three treatments against the original, using app icons, screenshots, and app previews. A test can run for up to 90 days, and Apple recommends waiting for confidence before applying a winner.
Custom Product Pages
CPPs are Apple's permanent alternate pages. They are for traffic you route intentionally, usually ads, creator campaigns, seasonal pushes, or audience segments. Use PPO to find the best default. Use CPP when the "best" page depends on where the visitor came from.
Google Play experiments
Google Play store listing experiments can test text and graphics, including localized variants. Google recommends testing one asset at a time and running tests long enough to cover weekday and weekend behavior.
The quick choice
- Use PPO when you want one better default App Store page.
- Use CPP when a campaign deserves a dedicated App Store link.
- Use Play experiments when you want to test Android text or graphics.
Source notes
The Apple limits come from Apple Developer and App Store Connect Help. The Google experiment guidance comes from Google Play Console's store listing experiment docs.