When you’re building an app, one of the best things you can do for your users is to make the experience easier. Reduce friction. Improve speed. It often comes down to reducing the number of steps it takes for users to get to what they want. When you save users clicks and gestures, you save them time — and by giving a user what they want quickly, you have another chance to engage with them.
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But what if users turn off the stream of data? For instance, what if they turn off location services, leaving gaping holes in their behavior profiles and essentially ending your ability to create place-specific experiences? Turning off the data tap can greatly affect your ability to differentiate and make it to users’ home screens..
Before that happens, try these tips. They’ll make the difference between users enable location services or turning them off. They’ll even get them to turn them back on if they’ve already declined them.
First Time User Experience
As part of the First Time User Experience (FTUX), tell them what kind of data you collect and why you collect the data. I know it’s crazy! Transparency coupled with paying off the use of the data with an insanely awesome experience tells them not only to keep location on, but to let it run in the background.
Ask for location permission at the right moment
To avoid your user’s finger constantly clicking the “Don’t Allow” button, give yourself the best chance. You’ve now trained them on why they should keep location on with awesome use cases showing them the value of the data you can provide them, but make sure you ask them at the right time.
Instead of asking for location permission right at the time of download, consider waiting until the user clicks on a feature that requires location. At this point it will be more clear to them why turning on location is useful and they will already be more acquainted with your app so they might be more likely to grant you permission to use their location.
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Getting them back
Chances are you have some kind of newsletter, in-app communication, or you send users notifications. Segment users by ‘location = on’ and ‘location = off’ in order to send each group different messaging. Make sure you always put a creative message about the value of having location services on and a specific call to action that shows them how to turn them on.
Measure the effectiveness of the communications by watching the split of users like a hawk and optimize for ‘location = on’. Obviously you don’t need to bother the people who already have it on with messages about why it’s awesome.
Suggested channels for these communications are:
- A section of your email newsletter
- An in-app notification
- A call from your product guy
- A card to give your users at an event
Bottom line
Make your communication simple — first try stressing the benefits to your users. If that doesn’t work, then try telling them what they are missing. Give them reasons to open the app and make it a vital part of their daily lives.
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Mike Schneider is VP Marketing for Skyhook.
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