Fast Facts


Customer Name

DHL

Size

Enterprise

Industry

  • Transportation and Logistics

Region

  • Global

Key Regulations

  • GDPR

Products

  • Cookie Consent
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DHL Increases CMP Opt-in Rates with A/B Testing and OneTrust PreferenceChoice 


As the global market leader in logisticsDHL connects individuals in over 220 countries. DHL takes pride in its ability to collaborate with customers, industry partners, academic institutions, and logistics expertsto becomeaninfluentialvoicein the industry. DHLapplied the analyticalapproach to GDPR compliance and preference management.  

Thecompany’sfirst goalwasto become GDPR compliantquickly, and second,wasto maintain as many trackable users as possible. In order tomeet their compliance goal, DHL leveraged OneTrust PreferenceChoice to deploy a consent management platform (CMP) tofollow compliance guidelines with the latest data protection laws around the world formultiple websites.   

The teamselected OneTrust toaddressitsCMPneedsacrossall websites, while also providing the flexibility to A/B test different banner placements and language.  DHL tested these factors to better understand how they influenced how users engaged with a banner and opt-in consent to tracking. The variables tested included:banner placement, colors, wording, animations,andicons.   This testing ultimately result in a 40% opt-in rate increase.  Read more to learn about the cookie banner variations that led to this significant increase.  

Phase 1:A/BTestingCMPBanner Placement   

During the brainstorming phase, DHL’s team identified over 144 variety of possible experiences. Ultimately, they focused on three placements and interaction models for a pragmatic start. 

The first phase of testing DHL tested banner placement to understanditsimpact on user engagement and opt-in rate.DHL found thata centered overlay banner had the best responsewith a 20% higher optin rate compared to cookie banners placed on the bottom orcorner left.    

DHL found users are most likely to interact with a banner that is presented directly to them. Users may be less likely to interact with a cookie banner if itis offto the side or at the bottom of the page.The testing highlights when the content is partially covered by the banner the user is most likely to engage with it.  

Phase 2:A/BTesting Banner Placement and Cookie Description   

In the second round of testing DHL’s team tested the category description (cookie purpose) combined with banner placement to meet all requirements of GDPR compliance. This phase worked to find a compromise between obtaining opt-in consent without disturbing the user.   

The GDPR requiresthat every cookie categorymustbe described in detail within the cookie banner or CMP. The user must also be provided with the option toopt-in oropt-out on the first layer of the banner.In Germany,a Federal Court of Justice  Bundesgerichtshof (BGH)ruling basedon the recent Planet49 case declared that consent is required for all cookies other than strictly necessary. 

The two placements tested wereon the left of the screen and acenter overlay.For category description,the team opted for full category descriptions on the first banner layer and category descriptions in accordionsona second layer notice.     

The testing found that the left-justified banner with full category description on the first layer performed the best with a 40% opt-in rate increase. According to DHL,several factors may have contributed to the opt-in rates. The full text on the first layer of the banner seemed to build more trust with the audience compared to the accordion or second layer notice. As a result,customers were more likely tochoose“Accept All Cookies” and continue their customer journey.    

A/B Testing CMP BannerBuilds Trust and Business Benefit 

DHL’s A/B testing shows the power of a data-drivenmarketing compliance program.  Specifically:   

  • Marketing goals and GDPR compliance aren’t mutually exclusive.Privacy is the foundation forbuilding trust with your audience and can help reach marketing goals rather than hinder them.   
  • Testing yourCMPisessential.Thisstudyhighlightsthe importance of conducting A/B testing. Even slight differences(such as the amount of text on a first layer)canmakesignificant differences in opt-in rates.    

PreferenceChoiceHelpswithA/B Testing CMPsand Optimizing Consent Rates 

Recent global data privacy regulations require organizations to include a pop-up(CMP)that asks permission to set cookies or tracking technologies such as web analytics, personalization, and third-party advertising cookies. With this, publishers and advertisers are challenged with deploying a CMP that doesn’t create an extra layer of friction or hinder the user experience. If a user decides to abandon the website or does not accept cookies due to the CMP’s user interface (UI), that action impacts consent opt-ins and the marketing performance tracking, which decreases revenue and personalized ad delivery.  

The solution to deploying the best CMP for consent rates, user experience, and ad delivery is to leverage out-of-the-box templates that were built with privacy by design in mind and apply A/B Testing. Easily customize CMP variations with slightly different modifications, such as placement, color, or text, to test which one receives higher opt-ins. OneTrust is dedicated to not only providing a best-in-class privacy solution but one that also doesn’t impact your organization’s growth or revenue. 

  • Configure Your CMP Variations: Customize multiple CMPs to test different variants such as colors, button text, banner placement and vendors 
  • Deploy and Monitor Opt-Ins:Easily deploy A/B Testing and monitor CMP opt-ins in an interactive consent dashboard 
  • Iterate and Improve Based on Testing: Once the testing is complete, reconfigure your CMP using the winning variation to maximize opt-ins 
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