In today’s business landscape, the proliferation of data privacy regulations compounds the already complex challenges business owners face. Customers have grown increasingly vigilant about the fate of their personal information, demanding transparency, control, and trust.
Striking the right balance between meeting these evolving customer expectations while optimising user engagement without compromising your organisation’s growth or revenue has become a paramount challenge. In this case study, we delve into the story of global logistics powerhouse DHL and how they successfully manoeuvred this intricate terrain – strengthening customer trust, all while optimising their bottom line.
This case study delves into the strategies deployed by DHL, highlighting the impact of OneTrust PreferenceChoice as they deployed a consent management platform (CMP) to follow compliance guidelines with the latest data protection laws around the world for multiple websites.
On their journey to GDPR compliance, DHL created user-friendly banners, giving users control over their data. Understanding that user engagement is highest when a banner is presented directly to them, DHL embarked on a testing phase to optimise each banner placement, such as centred overlay, bottom, and corner left banners, each to strike the perfect balance between compliance and user experience. The centred overlay banner emerged as the clear winner, boasting a 20% higher opt-in rate than other placements. This finding underlined the importance of presenting the banner prominently to users, increasing their likelihood of interaction.
GDPR mandates that consent must be “freely given, specific, informed, and unambiguous,” requiring a “clear affirmative action” from users. Gone are the days of passive consent through silence or pre-ticked boxes. This phase was a meticulous dance to find the sweet spot – facilitating opt-in consent while ensuring users were not unduly disrupted. GDPR requires clear and accessible information to be provided to users for their informed decision-making, and by harnessing the power of OneTrust, DHL conducted extensive A/B testing, exploring two placements – one on the left of the screen and the other as a centre overlay. The crucial piece of the puzzle is crafting comprehensive category descriptions that resonate with users. The team opted for a user-centric approach, providing full category descriptions on the first banner layer and presenting category descriptions in accordion format on a second layer notice. The results were impressive – a staggering 40% increase in opt-in rates.
A/B testing is crucial when optimising consent banners. Even seemingly minor variations, such as the amount of text on the first layer of the banner, can have a significant impact on opt-in rates. Below, we’ve detailed a few quick tips for businesses looking to make the most of their A/B testing for consent banners:
Create Meaningful Variations: The primary objective of A/B testing is to identify what resonates best with your audience. By crafting banners that differ in terms of layout, text, and placement, you can unveil insights that guide you toward the most effective approach. Each variation you design is a potential gateway to better user engagement and compliance. It’s not just about testing for the sake of it; it’s about refining your banners to provide a user experience that aligns seamlessly with your audience’s preferences and needs.
CTA Button Customisation: The call-to-action (CTA) button is critical. Try different button colours, fonts, text, and placement within the banner to see which combination yields the highest conversion rates.
Banner Placement: As shown in DHL’s case, banner placement on the page can significantly influence user engagement. Test various placements to determine the best approach for your website and audience.
Mobile Optimisation: Ensure that your consent banners are mobile-responsive. A/B test how banners appear and function on mobile devices, as mobile users may have different preferences.
Language and Tone: When users land on your website, the language and tone of your consent banners set the stage for their interaction. What emotions do you want to evoke? What perception of your brand do you wish to convey? Is it clarity, professionalism, friendliness, or trustworthiness? These elements should be woven into the fabric of your messaging. Clear and user-friendly language not only enhances understanding but also fosters trust. Users should feel informed and empowered – not confused or overwhelmed. By maintaining a consistent tone of voice throughout your website and consent banners, you create a more cohesive user experience and build a lasting impression that aligns with your brand’s identity and values.
User Feedback: Consider collecting user feedback during the testing phase. This qualitative input can provide valuable insights into users’ preferences and pain points.
Regular Monitoring: A/B testing should be an ongoing process. Continuously monitor the performance of your consent banners and be prepared to make adjustments based on evolving user behaviour and regulatory changes.
In response to recent global data privacy regulations, many organisations have incorporated a Consent Management Platform (CMP) that seeks users’ permission to set cookies and tracking technologies, including web analytics, personalisation, and third-party advertising cookies. However, this presents a formidable challenge for publishers and advertisers alike. They must implement a CMP that ensures compliance without introducing additional friction or hampering the user experience.
Users may abandon the website or decline cookies when encountering a CMP that disrupts their browsing experience. This seemingly innocuous decision has far-reaching implications. It impacts consent opt-ins and undermines marketing performance tracking, potentially resulting in decreased revenue and a less personalised ad delivery experience.
DHL’s journey serves as a blueprint for many organisations to follow. It demonstrates that with a strategic approach, meticulous testing, and user-centric optimisation, your business can thrive in the landscape of data privacy regulations, providing users with transparency and control while securing success.
