There has been a lot of speculation about how the EU cookie legislation will play out once the 12 months’ grace brand owners have been given expires. So, with six months to go, what is of most interest to us is the impact this will have on site functionality. Rather than waiting for the changes to have a detrimental impact on their users’ online experience, companies must start looking at ways to preserve their site functionality, while adhering to the directive.
With no clear directive yet about the best way to implement ‘opt-in’ cookies, it is more crucial than ever that sites satisfy users by providing a good user experience. Most consumers don’t realise how cookies currently enhance their online browsing, and therefore won’t be expecting any change to their online experience. So, the challenge for developers and brands is to find a solution that doesn’t affect this.
If online operators have effective marketing and SEO practices in place, users will find their way to websites, but it is what they find when they arrive that is vital. A site must draw in new prospects, all of whom are potential consumers. The usability of the landing page is key; a clear, thoughtfully structured page with clear calls to action is essential.
Sites may use the latest tools and technology to attract prospects initially; however, these methods are unsustainable if they are not then supported by a workable website that provides a seamless customer journey from point of entry to close of sale. It is very hard to continue to successfully engage with consumers on a site that contains severe usability flaws.
Site design is as important as technical functionality, as users need to find a site visually appealing as well as being able to navigate quickly and easily through pages and information. Key ‘physical’ considerations include everything from layout and button size to image placement, colour and logo size.
Easy navigation through a site is also essential. With so many competitor sites to choose from, consumers are impatient; the old adage is that if a user can’t find what they are looking for in three clicks, they are gone. On top of that, each browser’s objective is different, so every sub-site and tab must be equally navigable and cater to users demands. There is no point having a beautifully designed homepage if the next steps are flawed. Maintain consistency and users will be encouraged to continue to the basket, and the payment pages beyond.
But how does a site encourage visitors to become buyers? Clear, concise calls to action will stimulate a casual browser. Every insurance website offers a quick easy quote option – there is no confusion about what is on offer, and, of course, no obligation to buy. But you are being encouraged to proceed in the right direction.
Until the legislation came to pass, it was simple for users to travel through attractive, well thought-out sites, and cookies enhanced functionality without concerning users at all. The new law will change this, and the ‘cookie issue’ will become more prevalent as users are asked to opt-in, by some form or other, to allow cookies.
There will need to be a lot of progress before the opt-in method becomes technically possible without having a major impact upon user experience.
As the Information Commissioner’s Office can verify, users are not particularly keen on clicking ‘yes’ when asked to opt in. Over 90% of visitors to the ICO website declined to accept a Google Analytics cookie when the site implemented its own cookie measures.
Web browsers need to be developed significantly to ensure opting-in to cookies is viable, but, in the meantime, every site operator is seeking a degree of compromise to ensure they can adhere to the legislation.
However, in some countries, the level of compromise is just too extreme for operators to accept. The Dutch have passed particularly harsh laws, and, presumably, will now sit back and watch an exodus of online operators who will take their business elsewhere.
Yet the most important concern for sites should be the customer, and whatever means of seeking consent is implemented, a site must never lose sight of the importance of maintaining a flawless customer journey.
Ryan Webb is technical operations director at Equi=Media
