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

By Nadav Avidan
How apps boost ATT opt-in rates with pre-prompts square

Are iOS users actually opting into app tracking?

Ever since Apple flipped the switch on their app tracking transparency (ATT) framework, we’ve benchmarked a large cohort of apps to answer that question. The results are better than expected.

Globally, over 45% of users that see the ATT permission prompt give consent to be tracked. That means nearly half of users trust app owners enough to let them collect data as they click between apps and websites.

There are a few ways developers gain user trust, but one tool many apps leverage is the pre-prompt. A pre-prompt is a popup message that apps can show users directly before Apple’s ATT prompt.

Unlike Apple’s prompt, the pre-prompt allows for a great deal of design and copy flexibility, giving developers the ability to personalize their tracking pitch.

How can you do it? Showing is better than telling, so we’ve rounded up creative pre-prompts from eight leading apps. Each example exposes the trust-building and educational strategies that keep users clicking the “allow” button.

HelloFresh highlights personalized experiences

With a slight tweak of the language, meal delivery service HelloFresh tells new app users what they’ll miss if they restrict tracking permissions.

HelloFresh boosts ATT opt-in rates
HelloFresh wants users to avoid stale ads, so they make it clear that opting in means a more personalized experience. (source)

Why it works:
By telling users what they’ll miss out on, HelloFresh leverages loss aversion — the idea that the fear of loss is even stronger than the anticipation of gain.

What else this pre-prompt gets right:
The copy is user-centric. Instead of focusing on what HelloFresh wants (the ability to track their users), the pre-prompt headline, “made just for you?” keeps the user thinking about what’s in it for them.

Adidas makes it visual

The athletic footwear and apparel brand evokes a sense of teamwork in their ATT pre-prompt with a striking image.

How Adidas boosts ATT opt-in rates
Adidas’ ATT pre-prompt scores a 10 with this energetic image of two athletes high fiving. Source

Why it works:
Science says visuals attract our attention quickly and aid in our decision-making process. MIT neuroscientists found that our brains can identify an image in a mere 13 milliseconds. While research from the University of Michigan proved that our brain’s visual processor (the visual cortex) actually has the power to help make decisions.

A pre-prompt with striking visuals can influence a user’s decision faster than they can click “Ask app not to track.”

What else this pre-prompt gets right:
The copy gives users a peek behind the tracking curtain, explaining IDFA and how the data collected will be used.

Nike’s perfect timing

Nike places the ATT pre-prompt at the end of onboarding, so there’s a little room for romance before they pop the privacy question.

How Nike boosts ATT opt-in rates
In sports, timing is everything. So it’s no surprise that Nike knows the precise moment to place their ATT pre-prompt message to maximize its performance. (Source)

Why it works:
Apps can present the Apple prompt and pre-prompt only once, but they can do it at any time. And there are benefits to showing it at different stages of the user journey.

Nike’s choice to wait until the end of their onboarding sequence gives them more time to build a relationship and show the value of personalization before asking for users’ consent to track.

What else this pre-prompt gets right:
The “Learn More” link provides another opportunity to make users feel at ease through education.

Domino’s delivers the right tone

Domino’s is known for their fun, creative marketing, and their ATT pre-prompt leans hard on that playful tone.

How Domino's Pizza boosts ATT opt-in rates
Domino’s ATT pre-prompt keeps pace with their cheesy, out-of-the-box brand voice. (source)

Why it works:
A consistent, interesting brand voice not only catches people’s attention, it also contributes directly to the bottom line.

Sprout Social’s survey noted that a third of consumers believe a brand’s distinct personality is what made them stand out. And 68% of marketers believe that brand consistency leads to as much as 20% of their company’s revenue growth, according to a Lucidpress study.

What else this pre-prompt gets right:
There’s no confusion in the copy. Domino’s clearly expresses one specific benefit of opting in. It’s easy for users to comprehend with a quick read.

Roku queues up an unexpected benefit

In their ATT pre-prompt, digital media player maker Roku tells users how opting in can actually cut down on annoying ads.

How Roku boosts ATT opt-in rates
Roku taps into the collective hatred of repetitive ads to encourage more user opt-ins. (source)

Why it works:
Ever been driven mad by hearing the same ad (or worse, ad jingle) on repeat? You’re not alone. In fact, 69% of viewers say ads on streamed content are too repetitive.

Roku to the rescue. In their pre-prompt, Roku tells users that opting in may actually reduce repetitive ads. It’s a pleasantly unexpected benefit most viewers would appreciate.

What else this pre-prompt gets right:
Roku highlights the inherent “quid pro quo” of free content in exchange for seeing ads. Many apps operate on ad revenue, so it’s a great message to reinforce.

The New York Post reports that opting in isn’t permanent

With a single sentence, the New York Post deflates the concern that opting into tracking might be a permanent condition.

How New York Post boosts ATT opt-in rates
N.Y. Post shares the news that users can change their privacy settings at any time. (source)

Why it works:
People don’t want to be trapped forever in a decision they made today. It’s why money-back guarantees are scientifically proven to increase conversions.

The New York Post assuages users’ fear of commitment, letting them know they can change their minds about opting-in at any time.

What else this pre-prompt gets right:
Transparency is the name of the game, and The New York Post plays it well by including a link to their privacy policy.

Hopper promises to keep user data safely packed away

Travel app Hopper makes a promise to never sell user data in their ATT pre-prompt.

How Hopper boosts ATT opt-in rates
Hopper helps people travel but keeps their data grounded. (source)

Why it works:
Most people (at least 51%, according to this poll) don’t want their information to be sold. Hopper’s promise to never sell personal data lands perfectly with that cautious cohort of app users.

What else this pre-prompt gets right:
Hopper’s disable/allow buttons are a way to get users to say yes to tracking before the official Apple prompt. It’s like a tracking promise ring that gets a commitment before the big proposal.

Kohl’s doesn’t discount ethics

Kohl’s, a department store known for their frequent sales, shouts out a prestigious ethics award in their ATT pre-prompt.

How Kohl's boosts ATT opt-in rates
Kohl’s lets their award-winning culture of ethical behavior do the talking in their pre-prompt. (source)

Why it works:
Brand trust matters more than ever, so say 70% of people responding to the Edelman study on the topic.

Kohl’s uses an award as third-party verification that they’re a brand to be trusted, and they do it in their ATT pre-prompt, right when they need that trust the most.

What else this pre-prompt gets right:
Kohl’s clears up the notion that tracking means sharing your identity with apps, reinforcing the idea that user privacy and app tracking aren’t mutually exclusive.

Use pre-prompts to get more ATT opt-ins

To get more ATT opt-ins, developers need to provide users with a compelling reason to be tracked and provide assurances that their data will be handled with care. When considering ways to accomplish that goal, remember that:

  • Pre-prompts are popup messages you can show users right before the official ATT prompt.
  • Pre-prompts offer more flexibility for copy and design than the Apple ATT prompt.
  • The best pre-prompts build trust, educate users, and add a unique brand voice to the request for tracking.

Nadav Avidan

Nadav is an internationally recognized leader in public relations and crisis and reputation management. In the past decade, Nadav has worked with a broad range of companies to achieve significant impacts on KPIs within B2C and B2B industries, as well as high-profile individuals. Nadav has also served as a mentor and keynote speaker for Google Campus, MassChallenge, Jolt, WizePRO, and others. He is Director of Brand and Communications, North America for AppsFlyer.

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