After a year of anticipation and much debate the new EU Privacy Directive came into force this weekend. What does this mean for website owners in the UK? In short it means we must all be transparent about the cookies that are being used on our websites and the information they contain about our visitors.
Not knowing where to start is often the most daunting part of any new project. In order to comply with the new legislation, first you must find out what cookies are currently in operation. The Internet Advertising Bureau (IAB) has outlined some simple questions that can be used as the basis of a cookie audit.
Cookie Audit Questions:
NB functional cookies are deemed exempt from legislation. Functional cookies are cookies which make a website work, for example take items from the basket to checkout or cookies used within the checkout process. Analytical and marketing cookies are not considered to be a functional cookie.
Once the cookie audit is finished you will have a complete picture of those cookies that are currently in place. The focus of any action by the ICO is likely to be surrounding the intrusive cookies. Place your focus first and foremost of the most intrusive cookies and work down towards privacy neutral cookies. Take this opportunity to consider the following;
Up until this weekend companies have been cagey about the approach they are taking in order to comply with the legislation, it seems that the masses have opted for an ‘implied’ consent approach. One website that operate an ‘implied’ consent approach, which has been commended by the ICO is a company called Reddbridge http://www.reddbridge.co.uk/. Reddbridge clearly state that cookies are being used on the website and that by clicking on any part of the page means that the visitor is consenting for cookies to being used. Should they wish to opt out of cookies Reddbridge provide a link with information detailing how this can be done.
Which approach to take is something that can only be decided by you and what is right for your company. Here are some pointers that may help you make a decision;
In summary regardless of whether you go for opt in or implied consent these five steps will help guide you through the process.
We understanding that the changes in legislations may feel like a mine field, we are hear to help guide you through and make sure you get out the other side safely! Should you wish to speak to a member of the team about the Cookie Legislation in more detail please feel free to get in touch on: 01793 238697.
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Within a few months of going live with their new site, one of our clients saw a 6% increase in their conversion rate, a year-on-year increase in traffic of 110%, a 90% increase in revenue and a 46% reduction in the bounce rate.
The numbers speak for themselves. The new site is more engaging, with more customers buying more items per transaction than ever before.