Product page optimization. A/B testing your App Store page

What a product page test is and what it changes

A product page test shows some App Store visitors other versions of your page. Apple calls them treatments, and App Store Connect names them Treatment A, B and C by default. Everyone else sees the original page, and each person sees the same treatment for the whole test. Treatments are shown on iOS 15 and iPadOS 15 or later.

A treatment can change the app icon, the screenshots and the App Preview videos. Since the fall of 2026 the treatment setup also has a Header and Search Results tab for the product page header and the search result asset, and Apple suggests testing those too. The name, subtitle and description stay out of the test. If someone downloads the app from a treatment with another icon, that icon stays on their device.

Where to find it in App Store Connect

Tests live in the Product Page Optimization section of the app's left sidebar. The path is App Store Connect › Apps › your app › Product Page Optimization › Create Test, or the plus button next to the section name if you have run tests before. You can create a test once the app is on the App Store with Ready for Distribution or Pre-Order Ready for Distribution status.

Progress is tracked in App Analytics. For each treatment it shows impressions, conversion rate, percent improvement and confidence against the original. Data appears once five first-time downloads are tied to the test.

Limits and rules as of October 16, 2026

What	Rule
Treatments per test	up to 3 against the original
Tests at a time	1
Duration	up to 90 days or until you stop it
Test name	up to 64 characters
What you can change	icon, screenshots, App Preview videos, product page header and search result asset
Icons	only from the build currently on the App Store, 1024×1024, built with Xcode 13 or later
Changes after start	not allowed
Restarting a stopped test	not possible, create a new one
Not available for	custom product pages, Apple Watch, iMessage
When to decide	Apple recommends waiting for at least 90% confidence

Per Apple's product page optimization overview and App Store Connect Help, checked October 16, 2026.

How traffic is split

You pick the share of visitors in the test when you create it, and that share is divided evenly between treatments. Everyone else sees the original page. Apple's help gives two examples. With 40% and two treatments, each treatment gets 20% of traffic and the original 60%. With 30% and three treatments, each gets 10% and the original 70%.

Before you start, you can open Estimate Your Test Duration. App Store Connect uses your past impressions and downloads to work out how many days and impressions it would take to see the improvement you chose with at least 90% confidence. If the estimate runs past 90 days, Apple suggests fewer treatments or a larger traffic share.

How to run a test, step by step

1. If you want to test the icon, add alternate icons to the Xcode project and ship a version. A test can only use icons from the build that is already on the App Store.
2. Open Product Page Optimization, click Create Test and set a name of up to 64 characters, the number of treatments, the traffic share and the languages.
3. In each treatment, change the icon on the App Icon tab or upload screenshots and previews. Anything you leave alone comes from the original.
4. Click Start Test. If new assets haven't been reviewed yet, App Store Connect offers Add for Review, and the test starts once Apple approves them.
5. Watch the results in App Analytics and don't stop the test until at least one treatment shows a difference from the original with 90% confidence.
6. On the winning treatment, click Apply Treatment to Current Product Page. Screenshots and previews move to the page, while the icon has to become the default in your next version.

Appto keeps screenshots, texts and the icon as options side by side and shows your page conversion from Apple's reports, see ASO.

Common mistakes

• A new version mid-test. If the version you release changes assets that are being tested, Apple warns that it can skew the results.
• Too many changes in one treatment. With a new icon and five new screenshots at once, you can't tell what worked. Apple suggests keeping track of how many elements you change.
• Stopping too early. A stopped test can't be restarted, so you would have to create a new one with the same treatments and wait again.
• An icon that isn't in the build. The App Icon tab only appears if the build on the App Store contains more than one icon.
• Expecting Apply to switch the icon. Applying a treatment moves only screenshots and previews, and it can't be undone. The icon changes with a new version.