82% of digital marketers think the EU cookie law is bad for the web. But that's like forresters in Brazil if chopping down trees is bad for the environment. I think there's 6 things that can help you meet the guidelines come 25 May.Most people in the digital world are not a fan of this. Obviously.
1. Understand it. The Information Commissioners Office has set the guidelines we need to adhere to. Read them and understand them. They will need to be interpreted in your business and this can take time so do this know.
2. Know what your 'essential' and 'non-essential' cookies. It will mean the differences between asking for consent and not. Be transparent about what cookies you are asking content for.
3. Be Prominent. Paying lip service to E-Privacy won't work and the ICO will want to know what you are hiding and why.
5. Cover all customer journeys. Don't just put a pop up or accordion on your homepage. Visitors can, and will, enter your website from any page, be that a Google search or a bookmark they have made to one of your pages or services. You need a prominent message on every part of your customer journey.
6. Test the prominence of your message. User test the design ideally before you launch it. You can do this with paper wireframes and friends in the office. Once built, use your usability agency to help test or quick feedback use a free tool from someone like Click Density (their product is great).
Thursday, 15 March 2012
Tuesday, 28 February 2012
|Pop-ups. We loved 'em.|
Pop ups. Remember them? Universally loved and then hated by everyone who 'surfed the net' what seems like years ago now. Tons of those windows popping all over the place offering you the latest deals on this and that, poker to porn and some 'legit' things as well.
Then our saviour came riding around the corner. Pop up blockers. Praise the lord. Then thankfully Microsoft, Mozilla and the gang built them in to our browsers and the problem went away.
The E-Privacy Directive has been a force in law since 25th May 2011 but businesses, the government and anyone who had a stake in digital cried "We're not ready". So we all had 12 month reprive.
I've spent a few months now working on how to comply with the policy without doing 2 things:
- completely disrupting the digital customer experience
- lose sight of how the digital channel is performing
The classification of cookies in to essential and non-essential for example is open to some big interprtation. If I classed all my cookies as 'non-essential' and therefore not needing active consent to drop a cookie on a visitors machine, who can disagree with me without doing a detailed technical audit of my digital infrastructure? I'm not sure exactly who is going to check anyway.
In theory I guess the ICO. There are 13.71 billion indexed webpages (not websites) on the internet according to Wolframalpha. Each of these has the potential to be an 'entry point' to a brand's website and drop cookies. Lets say 10% are owned by UK business so 1.4bn web pages.
That is a lot of checking. Lots. Of. Checking.
Ok, there'll be prioritisation to that list - banks will get priority I'm sure :) - and automated tools to help but that is still a huge task to check and confirm whether a business is compliant or not.
|Is your's clear?|
A picture is starting to emerge on what solutions people are adopting but there is a sense of people also playing their cards very close to their chest. The 'I don't want to be first to move' syndrome that does remind me of DDA compliance many years ago.
Also clearly stating what cookies you use and whether these are essential for providing a service, or not. If not essential then you'll need to get consent. Oh, and you'll need to use a cookie to remember that consent. The ultimate irony.
In case you are wondering, the ICO deems all analytics cookies as 'non-essential' so you need to get consent to drop them. Which means you are likely to see a big dip across all your analytics measures. This is where I'm looking to Google, Adobe and others for a cookieless solution but am hearing nothing on that front at the moment. Help please guys??