iOS 14 privacy at Wallapop

Illustration from blush.design

Illustration from blush.design

 

The Problem

Apple’s App Tracking Transparency (ATT) policy requires developers to ask for permission when they use certain information from other companies’ apps and websites for advertising purposes, even if they already have user consent.

These changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their ad revenue on iOS after Apple’s ATT policies.

The Challenge

  • Our baseline was 30%, the challenge was to reach a consent rate of 83%.

 

The Solution

 
 

Results

Increased perception of transparency for Wallapop customers.

Reduced negative impact on advertisement revenue due to acceptance rate for targeted ads.

70% Increase of acceptance rate of new privacy requirements.

 
 

Continous testing

Process

We planned a first A/B test, where we onboard users before the iOS privacy popup. The results showed a small improvement but far from our goal.

 
 

Research

In addition to existing quantitative insights and benchmarking; for qualitative insights we planned unmoderated task completion test and surveys using UserTesting.

Objective

  • Understand key frictions in current flow.

  • Gauge impact of content on acceptance rate

  • When and why do users accept? What makes them accept/decline?

 

INSIGHTS

We saw a clear pattern, when the communication was clear and transparent most of the users did not have a problem due to the personalised experience available when accepting the new privacy rules on iOS.

 
Illustration from blush.design

Illustration from blush.design

 

collecting user information

“I would like to know what specific information is being gathered and how it improves my experience in Wallapop”

-Person 1

ADS & privacy

“I don’t mind ads when they are personalised.”

-Person 2

 

Hypothesis

We believe that by giving the user clear information about the purpose of the data collection and how it will impact their experience, which will improve the acceptance rate of iOS IDFA.

 

Variants for testing

Partner with UX writer to clarify how, what and why Wallapop uses user private data with the new IDFA.

 
 

Results

We started to see relevant results towards our latest experiments. We continue to experiment and improve our customers experience in iOS devices.

 

experiment acceptance rate

Expressed in percentages

 
daniel loureiro