After Apple WWDC 2021, there is a huge App Store Optimization Update. Later this year (2021) developer and app growth marketers will be able to do A/B testing within the App Store. There will also be a feature that will allow to the creation of custom app pages.

WWDC 2021 App Store Optimization update:

A/B testing will be available in App Store and it'll be called „Product Page Optimization".

• Creative testing - icon, screenshots, app previews

• Testing Up to 3 different variants up to 90 days

• Testing many elements in one test

• Performance will be measured by impression to install conversion

• No info about text metadata testing

Apple also announced „Custom product pages" which is basically different app page for acquisition purposes.

• Creation of app page in App Store Connect

• Up to 35 custom app pages at a time

• Analytics monitoring for each custom app page

• Measure retention data and Average Revenue Per Paying User for each custom app page

More info on Developer Apple Page here - https://developer.apple.com/app-store/product-page-updates/