Cookie banner strategy rethought
In times of impending data scarcity, first party cookies and therefore cookie consent are becoming increasingly important. User consent to the use of cookies is the key to all data-driven measures in the digital world. Companies must prioritize and design their cookie banner strategy accordingly.
The role of emotions in cookie consent: a key to business success
The all-important acceptance of cookie banners, which ultimately contributes to the company's success, depends on positive feelings among users. These can be consciously evoked through elements of behavioral design. This is the result of a recent study by digital consultancy elaboratum suisse. For example, if a banner is designed according to the principles of "fun" or "trust", the chances of cookies being accepted are higher. If cookie banners are cleverly designed, the resulting positive customer experience offers an opportunity to strengthen the customer relationship and customer trust. For example, emotional connections encourage repeat purchases by creating a deeper relationship between the customer and the company.
Positive emotions increase the acceptance of cookie banners
In order to sensitize companies to the importance of a future-oriented cookie banner strategy and to show ways in which users' clicks on "Accept" can be influenced by cookie banners, elaboratum has summarized the results of its research in a new white paper on customer research/emotion tracking. In it, the authors Vanessa Schär and Dr. Astrid Junghans show that positive emotions associated with cookie banners can increase their acceptance. They explain how these implicit reactions can be measured using neuroanalytical methods and what tips can be derived from this for the cookie banner strategy.
The good cookie banner in a nutshell
Based on the results of the study, elaboratum provides valuable information on the optimal design and timing of the cookie banner to address customer needs. These strategic considerations for cookie banners play a role in building customer knowledge that should not be underestimated: An unfavorable approach with the cookie banner can lead to users:inside rejecting all cookies. For companies, this would make it impossible to track user activity on their websites.
Source: www.elaboratum.ch
