VWO is a software company based in India that has built technology products used around the world. VWO is leveraged by thousands of brands globally to optimize their websites. VWO is the world’s leading experience optimization and growth platform. By leveraging VWO, brands can design optimal digital experiences for their users and increase conversions across the entire customer journey. This is possible as VWO is an integrated platform that helps website owners to better understand visitor behavior, run experiments, personalize experiences, and re-engage users.
VWO clients span across industries, including online retail, fashion, travel, B2B/SaaS, media and entertainment including brands like Ubisoft, Dominos, Target & eBay. With VWO, customers can test webpage variations on both the front end and backend. The tool helps deliver tests and explain results that help to understand the data for easy business decisions. VWO offers heat maps, scroll maps, on-page surveys, session recordings, form analytics, and funnels to understand the visitor’s journey.
With customers based around the world, VWO must comply with the growing number of privacy regulations where their users (and their visitors in turn) are based. These regulations include the General Data Protection Regulations (GDPR) in the EU, California Consumer Protection Act (CCPA) in the United States and the General Personal Data Protection Law (LGPD) in Brazil. All of these laws include consent and preference management requirements.
Understanding cookie compliance amongst the ever-growing number of regulations and the myriad of varying regional guidance is tough. Keeping up with these regulations is a challenge in itself but is further complicated when brands attempt to create a user experience that is clear, transparent, and engaging. In addition to this, there are also international frameworks and regulations that organizations need to be aware of, including the newly revised draft of the ePrivacy Regulation and the IAB Transparency & Consent Framework (IAB TCF 2.0).
On top of that, cookie compliance has never been so intensely under the spotlight. Data protection authorities around the world are not holding back when it comes to holding companies accountable for cookie compliance. As a result, balancing the experience of the end-user while maintaining compliances with scores of laws and frameworks could seem like an uphill battle.
In order to create a GDPR compliant preference management experience, VWO sought out a cookie consent solution provider. They needed a solution that could help deploy cookie banners across their websites and meet the local requirements of the website visitors. They also needed a tool that was easily customizable.
After evaluating several providers, and even considering creating their own cookie consent solution, VWO chose OneTrust. After having the chance to test the OneTrust cookie consent module, the VWO team was able to see how easily customizable the solution was to meet compliance requirements and match website branding as well.