The sidebar menu provides easy access to each of the app’s features. This way, you can select content that will only be shown to users who’ve already made a purchase, for instance. Mobile teams can implement this with tools like our variable manager, which can toggle in-app elements based on behavioral triggers. The home screen can be improved by promoting upsells only to long-time users, and letting first-time users explore the app unhindered. Credit cards and rewards points are mainly relevant to loyal users - a first-time traveler doesn’t know if they’ll use Southwest frequently enough to accumulate points. There’s one downside to promoting upsells on the home screen: They obfuscate the main purpose of the app, which is to book a flight.Īs a first-time user, I might have downloaded the app simply to book a trip. These screens provide details on the promotions while offering a user-friendly form to sign up.
Each promotion on the home screen brings you to a dedicated landing page. The Southwest app is generally good at upsells. The footer menu provides quick access to key features like flight booking and check-in. This screen showcases a few different promotions, like the EarlyBird Check-In feature and opportunities to earn more rewards points by booking a hotel. Meanwhile, if a user denies a system prompt, the option can only be manually changed from within the app settings - marketers can’t send another prompt to change it.Īfter the permission request, users are dropped into the home screen. A generic system prompt might not perform as well, because the user wouldn’t know which features are dependent on location data.Īnother reason to ask for permission with an in-app message rather than a system prompt: Users can’t respond with a hard “no.” The Maybe Later button leaves the door open for another permission request in the future. In this example, the in-app message provides a compelling reason to turn on location services. Asking for permissions via an in-app message is generally a good move: This lets mobile teams write custom copy and personalize the message’s appearance to fit the look and feel of the app. Upon tapping the Continue as guest button, the app brought me to the home screen and displayed this prompt. To mimic a first-time user’s experience, I decided to explore the app without logging in. The Southwest app opens with a login screen. It may not be the largest in the country, but it has developed a reputation for friendly customer service (partly due to its sense of humor ).ĭoes the user experience of Southwest’s mobile app measure up to its in-flight experience? Let’s explore the app’s engagement strategy to find out. Southwest Airlines is one of the most popular airlines in the US, and for good reason.
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