We wanted to increase our acquisition of reviews, because they are important to users looking for things to do, and played into our SEO strategy on web. Despite solid usage, we weren't generating many reviews through our mobile apps.
Instead of promoting "Leave a review" as one of the key actions on adventures, we adjusted the design and copy to focus on *completion* of the adventure. By changing the copy to "Done it" and making it an accomplishment, I hoped to drive more engagement -- that would then prompt for a review. We wouldn't covert everyone to reviews, but the hope was that overall it would lead to an increase in engagement.
This update significantly changed how users were interacting with these pages in the apps. We saw a *large* increase in reviews and engagement around adventures following this change. 40% more reviews were added in the month following this update.
This update significantly changed how users were interacting with these pages in the apps. We saw 40% increase in reviews and engagement with adventures in the 30 days following this change.