First impressions count, and a consent banner is often the first thing people see when they click on your website or app. Aside from being a legal requirement if you are collecting and using users’ personal data, these banners also represent an opportunity. An opportunity for what? For making a good impression, for applying your branding (tone of voice, design etc.) consistently, for showing that you care about the user and put efforts into improving transparency. Here are 7 creative examples of how.
Consent notices: a marketing opportunity after all?
In May 2018, the General Data Protection Regulation came into effect, and the rules around EU data collection and protection changed. Now, companies that process users’ personal data will need a banner on their website asking for user permission.
More specifically, you must:
Allow the user to indicate and update his preferences: he will then be able to consent or not to certain categories of cookies and trackers. Only technically necessary cookies should be used without consent, but all the other ones should be subject to permission by the user. We advise our clients not to infer consent by scrolling or thourgh pre-ticked boxes.
That’s just a (very) quick overview of GDPR regulation, but you can find out more about cookie consent legislation by our many articles about the subject: in the UK, in France, in Spain, in Germany... Bottom line is that at Didomi, we believe that a consent notice should be seen as a marketing opportunity, and not just a legal constraint.
Transforming a legal requirement into innovative marketing will allow you to improve user experience, boost your consent rate, and ultimately generate revenue.
1) Improve UX :
Your consent banner is essentially the front door to your website or app, and your first chance to show your user what your website is all about. You’ve probably spent countless hours discussing your website branding. So, why not add some branding to your cookie banner too? Brand personality is eye-catching, and will increase user interaction.
2) Boost consent rates :
With increased interaction, comes increased consent. Many companies fear that a large, explanatory notice will deter users from consenting. Actually, it’s the opposite! If your consent messaging is well thought out, there is no reason why the user should not give you his consent.
If users understand what they are consenting to, and are given clear information, they are more likely to consent. Ultimately, it’s a question of trust, and a recent CISCO study found that 48% of users surveyed have already changed companies or suppliers because of their privacy policies.
3) Generate revenue :
If your users have a clear choice and a clear explanation and they freely consent because they like your design or your brand values, this means they trust you. Then, they are more likely to share their data with you, interact with your ads, spend more time on your website or pay more attention to your offers.
Only after obtaining explicit customer permission can you leverage their data to drive revenue across formats and channels.
Ultimately, a clear, well-thought through and creative cookie banner will build user trust and increase return on marketing investment. Would you like to prove that consent can be central to a brands' digital strategy?
Is privacy regulation changing marketing for the better? Check out our whitepaper, "From Privacy to Preference".
7 great examples of consent notices by our clients
Hopefully we’ve managed to convince you why, at Didomi, we think a consent management platform is so important. But now let’s look at how banners can be fun too!
Here are some examples of Didomi clients who really paid attention to the quality and creativity of their cookie banners. We’re proud of the implementation, and they’re proud of the banner!
Want to find out more about the benefits of a bespoke Didomi CMP?
In the meantime, let’s get into the examples…
If prizes could be won for integrating branding into your cookie banner, Giphy Arcade would take the crown.
The first level takes a bottom of the page format, in an electric blue and purple gradient that grabs user attention, encouraging interaction. The second and third layer are pop-in format, with a black background that integrates seamlessly with the website design, and pops of colour, all in a tasteful gradient that ties in with the brand’s logo.
We promised you that cookie banners can be fun too, and Giphy Arcade is the perfect example of how.
Bold, big, and with a yellow so bright you might need sunglasses to look at it, Michelin definitely does not shy away from data privacy. By integrating the yellow of Michelin’s iconic logo, this banner is effective and eye catching.
Attention to detail is what sets Luko’s cookie banner apart from the rest.
This French home insurance company perfectly integrates their branding, carefully considering colour and style. The cherry on top of the cake? The cookie icon at the top of the banner, in the Luko shade of blue, of course! Who could resist consenting to something so meticulously designed and well thought through?
Weight Watchers UK
Weight Watchers promises, in its consent pop-in notice, that "We respect your privacy!". This brand understands that consumers want data transparency, and it gives them exactly that, clearly explaining the purpose of the banner and inviting users to interact by using a pop-in format.
In addition, Weight Watchers makes it very clear that "You can change your preferences at any time by coming back to this website", furthering the relationship of trust with their users.
The lesson to be learnt? Turn data compliance into a leverage for customer satisfaction and trust! In a world increasingly concerned about data privacy, this will work wonders for your brand image.
A "wow" banner for a "wow" company? We think so.
The black of the Wowcher consent notice contrasts against the white and pink colour scheme of their website, capturing the attention of the user and encouraging them to interact.
Then, the second level of the banner perfectly integrates the brand's colour scheme, whilst also making sure that the "disagree to all" button is as easily accessible as the "accept all" button. This may seem like a marketing disadvantage, but trust and data transparency will in fact inspire more users to consent.
Elle France rhymes creativity with simplicity.
With a hint of effortless Parisian je ne sais quoi, Elle France focuses on a minimalist colour scheme: black and white, with glimpses of their iconic pink. Clear, sophisticated and with the affirmative title “Elle respects your data privacy”, Elle proves that cookie banners don’t have to be groundbreaking to be performant.
Last but not least, Didomi!
Did you think we’d forgotten ourselves? Back in October, we completely redesigned our cookie banner. We opted for a pop-in format, and fully integrated our branding and design, even adding an animated GIF to capture the user’s attention. Moreover, the texts explain to our users in clear and simple terms to what exactly they are consenting. In doing this, we quadrupled our consent rate in under a month.
How do I create my own bespoke cookie banner?
Feeling inspired? We’d love to discuss how we can help you create a bespoke cookie banner. Compliance is the first step, but creativity is the added value that will set your brand apart from the competition.
Feeling overwhelmed? Or uncertain as to what format would work best for your brand?
Well, we have the answer for that too. The Didomi solution allows you to carry out AB testing to see which type of cookie banner gains the highest opt-in rate for your website. We are able to test the format, message, UX and design to ensure that you get the highest consent rate possible.
In short: consent notices are worth your time. It's important, both for the effectiveness of your digital marketing and for the user experience you offer to your users. Transparency creates trust, which will have a significant impact on your brand image and your revenue!
So, why not start the process now?