Consent Optimization 8211 Optin Optimization So That My Target Group Also Tastes The Cookies
Management Summary
What is Consent Management?
Roughly speaking, consent management is the management of consents or rejections of the cookies and technologies used on your own website.
Consent management platforms are used very frequently and with increasing frequency. With a consent management platform you can ensure that opt-ins and opt-outs are obtained and managed in a legally compliant manner. For legally compliant consent, these seven criteria must be met:
- Consent must be voluntary.
- The user of the site must be informed (e.g. for the purpose of processing the data)
- It must be possible to give consent in a granular manner.
- Consent must be simple and revocable at any time.
- Consent must be given before firing analytics and marketing cookies.
- In addition, consent must be explicit.
- The site operator is obliged to document the consent.
If these points are not adhered to, you are violating the GDPR and drastic sanctions can be imposed. Companies can face fines of up to 4% of annual sales.
Read more about consent management here
Why do companies still risk penalties?
Many companies still accept the risk of being fined. Some out of ignorance and some deliberately so as not to lose important data for their online marketing. The more personal data a marketer has, the better he can form audiences and the more targeted and better advertising campaigns can be run.
But now comes the good news: you don’t necessarily have to risk a penalty to continue receiving visitor data. The goal is simply to obtain as much consent for marketing and analytics purposes as possible.
In order to achieve this goal, consent optimization must be carried out.
Experimentation and personalization
How can I as a website operator increase my approval rate?
To answer this question, you can look at a practical example. A young baker doesn’t bake the perfect cookie right from the start. He first had to test and experiment with many different recipes.
This example can be applied very well to the consent/cookie banners. In order to make your own cookies attractive to website visitors, you have to test which shape, colors, texts, etc. they like.
The key word is A/B testing: You test variant A against variant B and check which variant performs better. After that, you can keep testing and achieve better and better approval rates. There will be no perfect consent banner with a 100% approval rate – just as there will be no cookie that everyone likes.
Another important tip to increase the approval rate is to make website visitors feel safe. Personalized banners or walls that are tailored to the company and may also have text that fits the company culture inspire trust in users, making them more likely to give consent than people who feel insecure.
“FEWERDecisions based on gut feeling –MOREdata-driven decisions”
Influencing variables for optimizations
The following elements can be influenced in your consent management to achieve a higher approval rate:
Changes to the banner/wall
Design optimizations
- Type of banner (whether cookie banner or cookie wall)
- Use the company’s CI (background color, button color, text color, fonts, etc.)
- Test whether the company logo increases the approval rate
- Textual changes
- Granular view vs. category view vs. OneClick solutions
Technical optimizations
- Temporal display of the banner (attention: no cookies before consent)
- Create possible incentives (clarify with data protection officer)
Technical adjustments
- Use of contextual consent: Contextual consent refers to the subsequent obtaining of a specific consent for an interaction desired by the customer. This is necessary if external content needs to be accessed to enable the desired interaction. For example a YouTube video.
- Cross-Domain Consent: Consent also applies to other sibling or subdomains and will not be requested again (clarify with data protection)
- Cross-Device Consent: Consent applies on multiple devices and is not requested again (clarify with data protection)
Summary
Nowadays, consent management no longer just involves stupid requests for consent, but has developed into a new marketing discipline. There is no blanket statement that can be made as to what type of banner or color will work best for your website. Because every website has a different target group and must therefore adapt consent management to this target group. To find out which design, which text and which type of banner performs best, you only need to do three things:
TEST – TEST – TEST
