Be like Nike: how 8 leading apps boost ATT opt-in rates with pre-prompts

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app rating android

Ever since Apple flipped the swap on their app tracking transparency (ATT) framework, we’ve benchmarked a big cohort of apps to reply to that query. The outcomes are higher than anticipated.


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Globally, 80% of apps have carried out the ATT immediately, whereas over 45% of customers see the immediate consent to being tracked. This means almost half of customers believe app house owners are sufficient to allow them to acquire knowledge as they click between apps and websites.

Whereas we see the very best opt-in charges when the ATT immediate is proven upon the first launch, there are just a few methods builders can take a look at to realize a person’s belief. One software many apps leverage is the pre-prompt. A pre-prompt is a popup message that apps can present to customers instantly earlier than Apple’s ATT immediate.

Not like Apple’s immediate, the pre-prompt permits quite a lot of design and duplicate flexibility, giving builders the flexibility to personalize their monitoring pitch.

How will you do it? Displaying is healthier than telling, so we’ve rounded up inventive pre-prompts from eight main apps. Every instance exposes the trust-building and academic methods that maintain customers clicking the “enable” button.

HelloFresh highlights personalized experiences

With a slight tweak of the language, meal supply service HelloFresh tells new app customers what they’ll miss in the event that they limit monitoring permissions.

Why it really works:
By telling customers what they’ll miss out on, HelloFresh leverages loss aversion — the concept that the worry of loss is even stronger than the anticipation of the acquisition.

What else this pre-prompt will get proper:
The copy is user-centric. As an alternative to specializing in what HelloFresh desires (the flexibility to trace their customers), the pre-prompt headline, “made only for you?” retains the person enthusiastic about what’s in it for them.

Adidas makes it visible

The athletic footwear and attire model evokes a way of teamwork of their ATT pre-prompt with a hanging picture.

Why it really works:
Science says visuals appeal to our consideration shortly and support in our decision-making course. MIT neuroscientists discovered that our brains can determine a picture in a mere 13 milliseconds. Whereas analysis from the College of Michigan proved that our mind’s visible processor (the visible cortex) truly has the ability to assist make choices.

A pre-prompt with hanging visuals can affect a person’s choice sooner than they will click on “Ask the app to not monitor.”

What else this pre-prompt will get proper:
The copy provides customers a peek behind the monitoring curtain, explaining IDFA and the way the information collected can be used.

Nike’s good timing

Nike locations the ATT pre-prompt on the finish of onboarding, so there’s a little bit of room for love earlier than they pop the privateness query.

Why it really works:
Apps can current the Apple immediate and pre-prompt solely as soon as, however, they will do it at any time. And there are advantages to displaying it at completely different levels of the person’s journey.

Nike’s selection to attend till the tip of their onboarding sequence provides them extra time to construct a relationship and present the worth of personalization earlier than asking for customers’ consent to trace.

What else this pre-prompt will get proper:
The “Study Extra” hyperlink gives one other alternative to make customers really feel comfy via schooling.

Domino’s delivers the proper tone

Domino’s is thought for his or her enjoyable, inventive advertising and marketing, and their ATT pre-prompt leans onerous on that playful tone.

Why it really works:
A constant, fascinating model voice not solely catches individuals’ consideration, it additionally contributes to the underside line.

Sprout Social’s survey famous {that a} third of shoppers imagine a model’s distinct persona is what made them stand out. And 68% of entrepreneurs imagine that model consistency results in as a lot as 20% of their firm’s income development, in keeping with Lucidpress research.

What else this pre-prompt will get proper:
There’s no confusion within the copy. Domino’s clearly expresses one particular good thing about opting in. It’s simple for customers to understand with a fast learner.

Roku queues up a surprising profit

Of their ATT pre-prompt, digital media participant maker Roku tells customers how opting in can truly minimize annoying advertisements.

Why it really works:
Ever been pushed mad by listening to the identical advert (or worse, advert jingle) on repeat? You’re not alone. The truth is, that 69% of viewers say advertisements on streamed content material are too repetitive.

Roku to the rescue. Of their pre-prompt, Roku tells customers that opting in may very well cut back repetitive advertisements. It’s a pleasantly surprising profit most viewers would admire.

What else this pre-prompt will get proper:
Roku highlights the inherent “quid professional quo” of free content material in change for seeing advertisements. Many apps function on advert income, so it’s an important message to bolster.

The New York Put up experiences that opting in isn’t everlasting

With a single sentence, the New York Put up deflates the priority that opting into monitoring is perhaps an everlasting situation.

Why it really works:
Folks don’t need to be trapped eternally in a call they made at present. It’s why money-back ensures are scientifically confirmed to extend conversions.

The New York Put up assuages customers’ worry about dedication, letting them know they will change their minds about opting-in at any time.

What else this pre-prompt will get proper:
Transparency is the secret, and The New York Put up performs it effectively by together with a hyperlink to their privateness coverage.

Hopper guarantees to maintain a person’s knowledge safely packed away

Journey app Hopper makes a promise to by no means promote a person’s knowledge of their ATT pre-prompt.

Why it really works:
Most individuals (not less than 51%, in keeping with this ballot) don’t need their data to be offered. Hopper’s promise to by no means promote private knowledge lands completely with that cautious cohort of app customers.

What else this pre-prompt will get proper:
Hopper’s disable/enable buttons are a solution to get customers to say sure to monitor earlier than the official Apple immediate. It’s like a monitoring promise ring that will get a dedication earlier than the large proposal.

Kohl’s doesn’t low-cost ethics

Kohl’s, a division retailer recognized for his or her frequent gross sales, shouts out a prestigious ethics award of their ATT pre-prompt.

Why it really works:
Model belief issues are greater than ever, so say 70% of individuals responding to the Edelman research on the subject.

Kohl’s makes use of an award as third-party verification that they’re a model to be trusted, they usually do it of their ATT pre-prompt, proper once they want that belief essentially the most.

What else this pre-prompt will get proper:
Kohl’s clears up the notion that monitoring means sharing your id with apps, reinforcing the concept that person privateness and app monitoring aren’t mutually unique.

Use pre-prompts to get extra ATT opt-ins

To get extra ATT opt-ins, builders want to supply customers with a compelling motive to be tracked and supply assurances that their knowledge can be dealt with with care. When contemplating methods to perform that objective, keep in mind that:

  • Pre-prompts are popup messages you’ll be able to present to customers properly earlier than the official ATT immediate.
  • Pre-prompts provide extra flexibility for copy and design than the Apple ATT immediate.
  • The perfect pre-prompts construct belief, educate customers and add a singular model voice to the request for monitoring.
  • Though there is no such thing as the one greatest apply that applies to all apps, a pre-prompt is a strategic issue to check when attempting to extend opt-in charges.

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