Glossary/Mobile & App Marketing/Product Page Optimization (PPO)
Mobile & App Marketing
Product Page Optimization (PPO)
Apple's App Store feature for A/B testing alternative icons, screenshots and preview videos against the default product page.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Product Page Optimization (PPO) is Apple's App Store feature for A/B testing alternative app icons, screenshots, and preview videos against the default product page. Developers split a share of traffic across variants and compare conversion rates. The winning treatment can then be applied as the new default page to improve installs.