Tracking consent
result: 86% increase in accepted tracking
How do we get users to accept tracking for better personalisation?
I listened to: Ben Monder
I ate: protein mousse cups
Tools
Figma, MIRO, usertesting.com
Methods
Research, stakeholder management
Our cookie and paid media acceptance rates were very low.
How can we show users the benefits of tracking without using dark patterns, confusing language, or otherwise trick them into accepting it?
Problems
Users aren’t comfortable with 3rd party data sharing
Long copy causes confusion
Users want control over their data
Under IDFA we need to rethink how we request opt-ins for our app.
Approach
Define business problems and meet with stakeholders to define the requirements for their respective products: dotcom or apps. Define what data we collect during which part of the user journey and what permissions do we then need to collect.
Research and outline the benefits of data collection to show users what the experience would look like with or without permissions
Rewrite content along with Rachel Amesbury and test the user understanding of the content and what happens with tracking consent
Results
Opt in increased by 86%
We were able to align all stakeholders to make sure that the user problems drove the design rather than the business or legal wishes
