- Cookie Consent
- Consent Rate Optimization
Progress Software Increases Opt-In Rates with OneTrust A/B Testing
Who is Progress Software?
Progress provides the best products to develop, deploy and manage high-impact business applications. With its customer-first focus, Progress is dedicated to helping organizations increase productivity and reduce risk by delivering cutting-edge products that its customers can rely on. With Progress, organizations can accelerate the creation and delivery of business-critical applications, automate processes to configure, deploy and scale those apps, and make data and content more accessible and secure – leading to competitive differentiation and business success. Beyond products, Progress is an experienced, trusted provider with the reliable support and resources necessary to help solve its customers’ toughest challenges.
With a global customer base, it is imperative for Progress to stay on top of the evolving privacy landscape. As a company, Progress prides itself on their customer-first approach. Their team prioritized privacy and preference management across their websites as an essential component to building a trusted user experience.
“Initially we tried to conduct A/B testing on our own, by testing one banner across our sites every two weeks and monitor all acceptance rates. We found this manual process to be very tedious and challenging”Megan GouveiaSENIOR MANAGER OF DIGITAL MARKETING
What Challenges Was the Company Facing That led them to engage with OneTrust?
As a forward-thinking company Progress Software was ready to adapt to the changing privacy landscape. Progress utilizes a variety of OneTrust modules to maintain GDPR and CCPA compliance. Progress also uses OneTrust’s DSAR (Data Subject Access Rights) module to easily fulfill data subject and consumer rights requests.
Although GDPR was the initial catalyst that led Progress software to OneTrust, followed eventually by CCPA, it was challenges with consent rate optimization that strengthened the relationship between the two brands.
Progress uses OneTrust’s Cookie Consent module to create a trusted and personalized user experience across their fives websites. Through OneTrust’s Cookie Consent module, Progress can tailor these cookie banners to their unique compliance needs as dictated by the various global privacy regulations that impact their users.
After implementing their cookie banners Progress’ team set out on their own to increase opt-in consent rates across their domains while maintaining compliance. Their team originally spent months creating and implementing a plan to test opt-in rates and the variables that influence consent rates. This collaboration took efforts across systems and conferring with their legal team around compliant practices.
Megan Gouveia, Senior Manager of Digital Marketing, described her team’s laborious process, “Initially we tried to conduct A/B testing on our own, by testing one banner across our sites every two weeks and monitor all acceptance rates. We found this manual process to be very tedious and challenging.”
“This solution made A/B testing much easier and more efficient for use. Now I can run the script for the greater time and have more of a chance to reach statistical significance. I can also run different tests on our sites to easily test different variables.”Megan GouveiaSENIOR MANAGER OF DIGITAL MARKETING
Megan shared the challenges her team was facing during a Virtual Health Check, a service OneTrust provides to customers to review platform implementation and recommend configuration improvements. After this meeting, OneTrust stepped in and shared our A/B testing solution. Shortly after reviewing the tool, Megan and the team partnered with OneTrust to implement the A/B testing solution to begin testing cookie banner variants.
The teams launched an A/B/C experiment on Progress’ main website. Web visitors from Europe were randomly assigned one of the three cookie banner designs. The three designs included:
- Modal Cookie Banner Popup – Web visitors must interact with the banner before accessing the site
- Cookie Banner centered at the bottom of the webpage
- Cookie Banner extended across the full-width bottom of the screen
By implementing OneTrust’s A/B testing solution Progress’ team was able to clearly visualize and understand opt-in patterns, “We were flying blind prior to implementing the A/B randomizer but through A/B testing we are able to get a better view on user interaction with the banner” Megan said. After just one month of testing, Progress saw an opt-in increase of 20%. The team found that the modal pop-up had the highest performance with an average opt-in rate of 83% and an average opt-out rate of 2%. The next best-performing design was the bottom center cookie banner with an opt-in rate of 76% and an average opt-out of 1%.
“We were flying blind prior to implementing the A/B randomizer but through A/B testing we are able to get a better view on user interaction with the banner”Megan GouveiaSENIOR MANAGER OF DIGITAL MARKETING
Prior to working with OneTrust, Progress devoted hours and countless resources to better understand user interaction and consent rates. Through OneTrust’s A/B testing functionality Progress can easily test these variables to maximize opt-in rates. Looking ahead, after rolling out the new banner position, Progress will move on to conducting experiments testing variables like language, writing tone (formal vs informal), copy button locator, and button color to identify their fully optimized cookie banner.
Megan explains the impact implementing of leveraging OneTrust to conduct A/B testing had, “This solution made A/B testing much easier and more efficient for use. Now I can run the script for the greater time and have more of a chance to reach statistical significance. I can also run different tests on our sites to easily test different variables.”
Together, through a combination of technology solutions and collaboration, Progress and OneTrust were able to efficiently optimize consent rates. “The virtual health check gave us a forum to collaborate openly with OneTrust, sharing challenges we were having. OneTrust created tailored solutions for our challenges. This is a key service OneTrust offers that more people should take advantage of.” Megan said.
“The virtual health check opened up my eyes to challenges we were having and gave us a forum for us to collaborate with OneTrust openly. OneTrust created tailored solutions for our challenges. This is a key service OneTrust offers that more people should take advantage of.”Megan GouveiaSENIOR MANAGER OF DIGITAL MARKETING