Adopt a clear and transparent UX design for your cookie banner! Regulations require active and specific consent to be obtained. Location, content, ergonomics… Offer a smooth user experience that allows users to be informed and express their preferences. Become a chosen marketing actor. This is our Product News of the day.
The cookie banner, another solicitation of visitors?
There you have it! A new visitor is consulting your website. A cookie banner of various types will appear to inform them and request their agreement.
How does your audience perceive it? As another more or less advertising message?
It must be said that on some sites, visitors are already heavily solicited…
- Banner announcing the reopening of stores following the lifting of the lockdown;
- announcing a commercial promotion;
- pop-up soliciting agreement to send personalized notifications on the browser;
- pop-up subscription to a newsletter;
To continue browsing, the jaded user may skip and click on the closing cross of the banner.
- However, your audience must understand that you intend to deposit cookies;
- choose this subject.
Top or bottom, which location for your cookie banner?
Is there an optimal place to display a banner about cookies?
- At the top of the screen, the cookie banner will be immediately visible to your audience. But beware, sometimes it will be confused with banners announcing a commercial promotion.
- The banner will be visible at the bottom of the screen if it is of sufficient size and its design contrasts with the sites. However, it will hide the footer containing the legal notices and other privacy policies. In short, to know who publishes your website and how to protect personal data, you may have to accept these small text files first.
Cookies walls, a wall to force a choice
Third-party advertising targeting cookies or those used to personalize the site can only be deposited if the user has authorized them. Continuing to browse a site does not constitute a choice.
A radical solution is to block the display of the site by displaying a very large and visible one in the center of the screen.
Your visitors will benefit from a user interface providing them with qualitative information. They can knowingly choose and accept the deposit of your dear pixels and other trackers.
Notification banner, discreetly soliciting the visitor
Do you find the pop-up too intrusive?
Some companies choose a notification banner. Its constrained width allows it to be displayed as a bubble anywhere on the website.
- At the bottom left of the screen;
- At the bottom right of the screen.
The user is then informed that cookies are being deposited. They can express their preferences or close the notification.
Abandon implicit or global consent on your cookie banner
The doctrine gradually developed by the CNIL is an opportunity to impose once and for all that internet users can accept or refuse the deposit of each cookie by purpose.
So, it is an opportunity to end all implicit or global consent practices:
- The informative and imperative one. “This site deposits cookies.” There is no acceptance button: we do not ask for consent; we impose scripts and cookies.
- The legal and global banner. “This site uses cookies.” The website visitor will not give consent to cookies. They will have to endorse a personal data processing policy. And, of course, the banner will not allow them to refuse…
- The one with an implicit approach. “By continuing to browse this site, you accept the deposit of cookies for advertising and sharing on social networks.” Scrolling through the current page or clicking on the URL of another article constitutes acceptance. This approach does not align with the CNIL’s requirements: a positive act is required.
Accept, refuse, the alternative that makes the difference
To collect qualified consent from your web pages, it is best to develop a UX design that puts into perspective the various possible responses, namely:
- A “Accept” cookies button (rather than “ok”);
- A “Refuse” button. You should be able to refuse cookies as quickly as you can accept them. This alternative is essential to give them control over their data.
- A “Configure” button (or “Learn more and configure,” but not “Learn more”) will allow visitors who wish to express a choice by type of cookies.
With such a qualitative approach, it is essential to avoid dark patterns that can alter the user’s perception and force their consent.
Conclusion: Optimize your cookie banner design
The cookie banner has fundamental importance because it is about collecting the expression of a vital choice by the user to accept or not the cookies you want to deposit.
After all, you will collect their navigation data associated with a unique identifier.
So, exit the practices intended to tire their attention, push them to click on a cross, or continue visiting a site to eliminate your banner. Or worse, to almost unwittingly accept the deposit of your cookies.
The location of the banner, the informative content’s wording, the choice buttons’ ergonomics… You can play on all parameters and build a UX design that encourages the collection of informed and actual consent.
Do you need an original consent request? Axeptio can offer you an illustration.
