Personalising cookie consent messages can help publishers improve opt-in rate

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2021, 4:57 PM UTC

With 76% of users closing pop-ups without making a choice, businesses must pay more attention to optimising their cookie consent forms.

To improve the consent opt-in rate, businesses should first conduct tests to determine the kind of design, language, links and buttons that work best for them. Along with A/B testing to find out which form experiences the most opt-ins, brands should use testing processes that check design effectiveness.

Unlike generic testing tools, publishers are can use CMPs – like OneTrust and Sourcepoint – for consent management and improving opt-in rates. They can also collaborate with custom solution providers that can build optimisation tools based on their requirements. Further, get rid of unwanted friction and avoid asking consent from users repeatedly, even after they have permitted tracking.

To further the consent opt-in rate, publishers should send personalised cookie consent messages, rather than sending generalised messages. For instance, a website visitor from the UK may react differently to a phrase than a visitor from Australia. Experiment with the language and template, and use different cookie consent messages based on the audience. However, ensure the consent form is in line with the privacy policies.

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