Fitnit · app store
Apple lets one app have many App Store pages, and lets you A/B test them. It is the only surface where Fitnit has enough traffic for a test to finish. Here is what the two tools actually are, the arithmetic that says test one thing at a time rather than three, and six alternate listings worth building.
| Custom Product Page | Product Page Optimization | |
|---|---|---|
| What it is | An extra version of your App Store page — different screenshots, different text. | Apple's built-in A/B test. Upload alternate art, Apple shows it to a slice of real visitors and reports which won. |
| How many | Up to 70 | Up to 3 alternates against the original, at once |
| Who sees it | Since July 2025 you can attach words from your keyword field, and it shows up in ordinary App Store search for those words. Also works as an ad landing page. | A percentage of everyone who lands on your page, chosen by Apple. |
| What you can change | Screenshots, preview video, promotional text. | Icon, screenshots, preview video. Not the text. |
| Tells you which won? | No — it just serves the page | Yes, with a confidence range |
| Costs | Nothing | Nothing, but takes up to 90 days |
Apple allows three alternates against the original in a single test. At Fitnit's traffic that is the wrong call, for a reason that is pure arithmetic: a test needs a certain number of people per version, so four versions need roughly four times the traffic of two.
| Test shape | Page views needed | At 18 a day | Risk |
|---|---|---|---|
| Original vs one alternate | ~350 | ~3 weeks | Clean read |
| Original vs three alternates | ~700 | ~6 weeks | Three chances for one to look like a winner by luck |
Both assume you are trying to detect a large change — a download rate going from 28% to about 42%. A modest 20% improvement needs roughly 2,100 page views per version, which is past Apple's 90-day limit and therefore not measurable here at all.
So: one alternate at a time, and make it a genuinely different idea rather than a tweak. Subtle is untestable at this size. Build all six as Custom Product Pages — those need no traffic to be worth having, because each one just serves a better page to a different search — and feed them through the A/B test one at a time.
Ten days of real App Store data. Almost all of it is search: 1,576 of the 1,700 recorded events came from someone typing something into the App Store.
Snapshotted at v1.97.0, so it may have moved since — the app is on
v1.150.0. Re-pull with asc metadata pull before acting on it.
Those twelve words are really four different people searching. One wants a rep counter, one wants a calorie app, one wants a trainer, one wants to lose weight. They all get the same page today. That is the gap the six pages below fill.
Each is a Custom Product Page: same app, different first impression, attached to the search words it answers. The screenshot boxes describe the frame, they are not designs.
Point the phone at yourself. That is it.
The only thing here no competitor has. Everything else Fitnit does, five other apps also do; this one is worth leading with for anyone whose search implies form or movement.
Calories and macros, without the weighing.
Cal AI's territory, and the highest-volume search cluster in the keyword field. A person typing “calorie counter” does not care that Fitnit counts push-ups, and the current page spends its first frame telling them.
It knows what you lifted last week.
“Personal trainer” is a search with a price anchor attached — the alternative costs $60 an hour. The pitch is grounding: this one has actually seen your history, which is the thing a generic chatbot cannot say.
Weight, trend, and an honest projection.
Weight-loss searchers want proof it works, not a feature list. Fitnit's trend line with its capped projection is unusually honest for the category — it says “projecting” on thin data rather than drawing a confident line to zero.
Say it to Siri. It lands in your day.
Shipped in v1.149.0 and currently invisible on the store. Logging friction is the number one reason people abandon trackers, and “you do not even have to open it” is a sharper promise than any feature count.
Friends, leaderboards, challenges.
The only concept with no keyword behind it today, so it needs a keyword-field change before it has an audience. Listed because it is the one angle competitors in the rep-counting niche do not run, and because the social features already exist and are entirely unadvertised.
And the thing worth repeating: none of this makes the paywall testable. That needs about 530 paywall views to detect even a doubling, and at 1.3 a day it is a year away. Store work earns users and revenue on its own merits. It does not buy statistical power downstream.
Board written 8 September 2026 · concepts are copy, not designs
App Store figures: asc_metrics_daily, 17–26 Aug 2026 · paywall figures: PostHog, trailing 90 days
Listing copy: metadata/app-info/en-US.json and metadata/version/1.97.0/en-US.json