Opt in Opt Out

What is Opt - in / Opt - Out ?

In the mobile Internet advertising industry, "Opt - in" and "Opt - Out" are two key and relative concepts, mainly involving the user's autonomous choice mechanism for receiving advertisements.

Opt - in（opt-in） refers to the user's active expression of willingness to receive specific advertising content or participate in advertising-related activities after fully understanding the relevant information. This means that the user has explicitly given permission to the advertiser to send advertising information to him/her. For example, when a user downloads an application and checks the box to agree to receive promotional advertisements from the developer of the application, this is typical opt-in behavior.

Opt - Out (opting out) is when a user may have been in a state of receiving ads, but at some point in time, through specific actions, they indicate that they no longer want to receive related ads. For example, after receiving an advertising email from a certain brand, the user clicks on the "unsubscribe" link in the email and will no longer receive advertising emails from that brand. This is an example of Opt - Out.

Relationship with ASO (App Store Optimization)

In ASO (App Store Optimization), "Opt - in / Opt - Out" also plays an important role.

User Experience : Respecting users' "Opt - in / Opt - Out" choices can improve user experience. Good user experience will encourage users to rate and review the app, which is crucial for improving the app's ranking in the app store.
Data Accuracy : The user data collected through "Opt - in" is more accurate and valuable. In ASO, developers need to optimize various aspects of the application based on user data, such as keywords, screenshots, descriptions, etc. Accurate data can help developers better understand user needs and develop more effective optimization strategies.
App Promotion : During the promotion of applications, "Opt - in" users are more likely to become loyal users of the application. Developers can carry out more accurate promotion activities for these users and improve the efficiency of promotion. At the same time, respecting the "Opt - Out" choice of users can also avoid user loss caused by excessive marketing.

Why should you care about opt-in/opt-out rates?

They tell you the percentage of users who allow you to market to them. Under the premise of protecting user privacy, the following methods can effectively improve user authorization willingness:

Reward-driven participation mechanism

Design an incentive program called "Exclusive Rewards for Registration", such as new users can get extra rewards (such as 50% more points) after completing the first order. Data shows that the user authorization rate of APPs with 24-hour time-limited rewards is more than 40% higher than that of ordinary programs. The key is to directly display the reward information on the account creation page to avoid multiple jumps leading to loss.

Smart Location Service Application

When users are near a specific area (such as within 3 kilometers of a brand store), push exclusive discounts in the surrounding area through APP messages. After a coffee brand adopted this method, the redemption rate increased by 65%. Note that when it is triggered for the first time, a simple and understandable permission description will pop up, such as: "Recommend nearby store discounts" prompts are easier to get consent than technical descriptions.

Optimization of seamless jump experience

Using smart link technology, ensure that users are directed to the corresponding page in the app (such as the exclusive area for new users) after clicking on the activity advertisement. Tests show that the optimized process can reduce the number of steps by 60%, and the time required for users to complete authorization is reduced from 53 seconds to 21 seconds. At the same time, maintain a clear "return to web version" entry point to avoid resentment caused by forced redirection.

Implementation Points

The reward value is controlled at 10%-15% of the order amount.
Location push no more than 2 times per day
Add the "Why do you need this permission" description page to the permission application pop-up window
Regularly clean up dormant user data that has not been used for 6 months

(Strategy is in line with APP Store Review Guidelines 5.6 , data from public industry white papers and top platform operation cases)

In short, Opt - in / Opt - Out are indispensable concepts in the mobile Internet advertising industry and ASO field. Understanding and correctly applying these two principles is of great significance for improving advertising effectiveness, optimizing application experience, and complying with laws and regulations.