How do users react when they see Axeptio’s cookie module on a site? Our experience shows that the statistics are good. The opt-in rate naturally varies depending on various factors: the presence of a “refuse” button, wording, UX design, and brand image… We discuss this in our latest market news.
What is the acceptance rate of cookies observed by Axeptio?
As an advocate of chosen marketing, Axeptio offers a demanding consent management interface.
- The user is solicited on a first screen that announces the deposit of cookies and requests consent. Depending on the publishers, the wording is rather legal or more marketing-oriented.
- If the user wants to make a granular choice, they browse several screens allowing them to authorize the deposit of cookies by purpose and third-party issuer.
Our clients who have installed Axeptio’s module on their sites are naturally interested in the acceptance rate of cookies deposited via their sites.
The question that matters is this: should I display a “refuse” button on the first solicitation screen?
The opt-in rates we observe are:
- between 94% and 99% when the first screen does not include a “refuse” button;
- between 50% and 70% when the first screen displays one.
What factors influence the acceptance rate of cookies?
The UX of the cookie banner has a decisive impact. Beyond the “refuse” button, many other factors have an influence: timing of screen display, wording, colors used, type of cookies deposited, and brand image.
Timing of consent interface display
A solicitation popup converts better if it appears suitable for your visitor.
Displaying your interface immediately upon site loading can sometimes be perceived as aggression. Some publishers prefer to wait a few seconds and question the user once they are settled on the site.
Colors of the cookie banner
Choose the background colors of your cookie module intelligently. They should contrast with those of the editorial content without being unpleasant.
Wording
The wording is essential.
Saying “yes” is a vital decision. The user will only take it if they understand the purpose of what you are proposing to them.
It is, therefore, essential to carefully work on all the statements that appear in your module:
- The welcome and solicitation message;
- The description of each cookie’s purpose (advertising, analytics, etc.). This way, you explain to your users what the various types of cookies deposited via your site are used for.
Segmentation by step
The user journey is critical. Giving the user a sense of control over the data you process is essential.
Some publishers display a single screen allowing visitors to activate switches for each type of cookie.
Axeptio goes further and divides the journey into successive screens.
This will allow your visitors to take the time to look at each family of cookies and make an informed choice. Such transparency is reassuring.
Type of cookies deposited
Are your cookies more “friendly” or “mean”?
Whether it concerns the general acceptance of cookies or certain families, the acceptance rate depends on the user’s perception of these trackers.
The rate will be better if they think your cookies are harmless or valuable. Conversely, they will more readily refuse cookies whose tracking purpose is understood. We previously explained why seeking an alternative to Google Analytics is essential.
Your brand image
The user’s choice is a personal decision within their relationship with your brand. Several factors come into play.
- Who is your visitor? A volatile buyer? A loyal user? A hardcore member of your fan club? Their level of engagement with your brand will be different.
- Is your brand image good vis-à-vis your customers?
Conclusion: Axeptio helps you find the right moment, context, and wording
If you wish, Axeptio can take care of the complete installation of the cookie module on your website. We can also offer you a custom illustration.
This includes configuring the interface and writing the wording.
Take action, and adopt a marketing approach to cookie management.
