Tough cookies
Cookies can be tough. Most of us know about cookies but then again most of us aren’t as interested in them as we are their edible counterpart. All it takes is a dash of user insight and then a-few-parts technical understanding to create a well-baked definition that’s as easy to digest as the real deal.
Cookies compliancy
Detail
As part of GDPR, we tailored the cookie component to be as compliant and transparent about what we load on to our customers’ devices so that we comply with PECR* and make sure customers are in control of their privacy.
Approach
From a copy perspective, I created a number of variants for naming conventions for ‘buckets’ for guerrilla testing in-store to get a sense of feedback. We used remote testing tools to source wider insight into users’ understanding of our approach to the cookies’ definitions. Finally, we A/B tested button labels, microcopy and colours to see if we could encourage uplift in acceptance.
Outcome
“We introduced a simple explanation of our cookies, which encouraged a 91% conversion of sign-ups – above industry recommended” - Product Owner from team
Desktop and mobile cookies banner
A variant we tested
I worked closely with a researcher to test different naming conventions for the buckets. We created remote surveys as well as guerrilla testing different variations.
Cookies modal control centre
During remote testing of the ‘control centre’, we learned while customers understood what cookies ‘did’, they failed to understand would happen when they ‘didn’t allow’ them. I introduced a line of dynamic copy that appeared when users selected ‘Don’t allow’.
