What CPPs are
Custom Product Pages are alternate product pages with different screenshots, video and promotional text, each with a unique URL. Route paid traffic to the variant that matches its intent and measure the result against the default page.
Intent-cluster mapping
Group your paid campaigns by user intent (not channel). Every cluster gets a CPP that speaks to that intent: onboarding, offer, capability, competitive.
The variant matrix
Start with a small set of high-value intent clusters and a controlled number of variants. Keep capacity available for iteration, editorial moments and seasonal work.
Testing thresholds
Set the confidence threshold and minimum sample size before the test begins. Do not propagate a result that remains inconclusive.
Propagation back to organic
Test successful Custom Product Page concepts on the default product page in a later release. Compare conversion against the existing page before rolling out the change.