ASO Glossary
Product Page Optimization
Apple's native A/B testing feature for App Store listing variants.
Product Page Optimization (PPO) is Apple's built-in A/B testing for App Store listings. You can test up to 3 variants of your icon, screenshots, or video preview against the original (control) for 1-90 days. PPO splits traffic evenly and reports the conversion winner. PPO replaces the third-party A/B testing tools that proliferated before its 2021 launch. Google Play's equivalent is Custom Store Listings (segmented by country, language, or first-time installer).