Cookie banners trigger your users’ consent fatigue, which is a concern because it impacts your performance measurement. To remedy this, you need to improve your user consent experience. Axeptio’s widget offers a suitable approach for this. Let’s talk about it.
What is consent fatigue?
As internet users, you are confronted every day with terrible cookie banners. And the more sites you visit in a day, the more flags you see since each has its own.
Consent fatigue arises from this avalanche of solicitations. They are often dull and repetitive because they all talk about cookies. And on top of that, some are aggressive.
This user experience on the internet is a natural disaster. It pushes the audience to adopt problematic behaviors:
- Some users will do anything to avoid the banner. They install an ad blocker to block the banners or click on the cross to close the module;
- Others leave the site as soon as they see the flag;
- Many accept cookies by default because they feel constrained or click a button without thinking.
Why are your users suffering from consent fatigue?
The GDPR has required all publishers to obtain visitors’ consent before depositing certain cookies.
This is not a voluntary permission marketing approach. On the contrary, it has often been imposed. As a result, many publishers offer a poorly designed or even unpleasant experience.
- On the websites of some media outlets, a cookie wall suddenly appears in the middle of the site. And you have to accept the cookies… or subscribe;
- The same banners with very legalistic wording are often found. The module drowns you in a mass of information and especially about vendors. In short, it discourages you from exercising your rights, encouraging you to accept by default.
- Many sites still have informational banners. You can only click on a cross or an “OK” button, which only serves to close the banner.
The GDPR has never mandated offering a poor quality experience. Many sites have not made an effort to build something pleasant and durable. And it is this poor-quality experience that has led to consent fatigue.
Why do you need to fight consent fatigue?
The phenomenon is significant, and it impacts the measurement of your performance.
- Like everyone else, you practice opt-in hunting and want to boost consent. However, be careful not to degrade the user experience. The bounce rate of a site tends to increase if a format as intrusive as the cookie wall is used;
- Many Internet users want to avoid choosing from the start of their site visits. They want to close the banner as quickly as possible or ignore it to continue browsing. In short, they want to avoid interacting with your module.
- Ultimately, consent fatigue leads to collecting consents that do not consent. It isn’t easy to make it a relevant KPI to measure engagement with the brand.
Should you then abandon consent? Some are asking for it. And so, bad ideas are emerging again:
- Using other, sometimes more opaque trackers like local storage or device fingerprinting. Except that legally, they are subject to the same rules as cookies.
- You are replacing consent with a legitimate interest in certain types of cookies. That consent is an excellent way to give power back to your users by allowing them to control specific data flows.
Don’t mistake your enemy. The challenge is to refrain from multiplying your efforts to exempt yourself from the banner. It is to put the user at the center of your concerns and to consider that you are, first and foremost, trying to respond to demand through cookie banners.
How to fight against consent fatigue? Through user experience!
The current context offers you an opportunity… provided that you keep in mind that your audience visits a certain number of websites in a day and is primarily over-solicited regarding cookie banners.
It would be best if you differentiate yourself. And what better way to do that than to offer a high-quality consent management experience?
By doing so, you also have the opportunity to capture your users’ attention.
To achieve this, you will go all out and offer Consent-as-a-Service. You will highlight an ergonomic, transparent, and fun functionality that allows users to manage their privacy. Your audience will appreciate these efforts.
It would be best if you had more time or the internal skills to work on the experience to offer. And that’s where Axeptio can help you.
- Our solution benefits from a significant effort to build a well-designed UX, pleasant graphics, and a pedagogical and fun tone. It’s turnkey; you have to install it.
- The widget adapts to all graphic charters and all editorial tones. In short, it is customizable. This has a consequence: it allows you to offer the best to your audience, and they will be able to see it, even on other publishers’ sites.
- Thanks to our contextual consent or consent wall, you can enrich the experience and thus optimize your consent rate.
By installing it on your website, you thus integrate the following:
- Cookie management that respects the obligations arising from the GDPR;
- A privacy control functionality through cookies;
- An educational marketing tool about how the site works: the cookie widget is the list of ingredients for your site. Over time, this will encourage you to make it more honest and beautiful.
Conclusion: Fight consent fatigue with a user-friendly CMP
European legislators adopted the GDPR to address public anxiety. The fear of being dispossessed of their data and losing control.
This is an opportunity for you to build a privacy-friendly discourse that reflects your values and ethics. This will show the respect you have for your audience.
Axeptio can be a solution for you. It’s a simple, modern, and elegant way to enhance your user experience by integrating a way to control their privacy.
