The Intro
Considering
that 93% of marketers believe consumers have no idea about the recently
implemented cookie laws[1],
it’s not all that surprising that less than 20% of sites have complied with the
EU Directive[2]. Unfortunately however, it’s here to stay. And sooner or later, the penalties are going
to start to be dished out.
Whilst
achieving compliance may be viewed as merely a tedious task to be forcibly
undertaken, the importance of it in terms of branding should not be underestimated.
The Opportunity
Although
admittedly minor, brands must be aware of the continued annoyance that
consistently opting in to cookie data causes – multiplied if users are choosing
to opt out. Proper site optimisation to
recognise and mitigate this fact can not only decrease the likelihood of users
clicking “no” to cookies, but in educating consumers and providing them with an
informed choice on opting in/out, have a positive branding effect.
Tough
currently being in the press for other reasons, one company that has taken this
process very seriously is the banking behemoth; Barclays.
The
Process
In acknowledgment
that the ICC’s cookie guidance ( http://bit.ly/Nnveu9
) is merely a framework to work from, they individually optimised all their
cookie-using communication avenues, in an effort to provide consumers with a
value-add service and act as a voice of help to consumers amidst the current wide-spread
ignorance.
The
examination and classification of all 60 of their websites, apps and e-mails,
led to experimentation with notification tone, placement, format and size. This resulted in a bespoke platform, site,
and page specific level of cookie notification that naturally fits with the
environment it’s placed in, and doesn’t interrupt the user’s experience.
Further to
this, users are directed to an education section that informs them about the
pros and cons of cookies, alongside external links for further info on the
topic. This not only helps educate
users, but places them in the position to make an informed choice.
The Conclusion
Whilst it
can be said that the branding effect that undertaking this laborious task will
have is not overly significant, neither is it trivial. Also, as more businesses comply with the law
and the volume of cookie notifications increases, its importance shall rise
(though as more accept cookies, will naturally tail off).
What is
potentially more impactful than creating a good consumer experience, is doing
it poorly. Merely doing the bare minimum for compliance
can easily result in a clunky user journey.
Not only will this decrease the likelihood of cookie acceptance, but may
decrease brand trust and affinity - and considering the broad wording of the
law may not even be legal.
Overall, the
main points businesses can learn from Barclays are: Be rigorous, think about usability, treat
each communication method individually, and try to make it as positive an
experience as possible. (And most
importantly, if you break the law you’ll eventually get caught).[3]
By Owen Lee
