By Maximilian Clarke

Online retailers must act now to address a critical issue around new EU cookie legislation or risk damaging user experience and customer conversions from May 2012, according to Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions.

With only four months until penalties come into force, Maxymiser warns that online brands will struggle to comply unless their “Cookie Consent]” plans are already well underway. In a new White Paper, produced in collaboration with Origin Intellectual Property Law, Maxymiser offers advice for ecommerce businesses to best meet the demands of the EU cookie legislation without compromising online revenues.

According to Peter Ellen, Head of Product at Maxymiser, the key issue of attaining user consent for storage or access raises a very real risk that demands for consent will damage the user experience and constrain opportunities for customer conversion. He comments:

“With ecommerce businesses having spent €ms in removing website usability barriers, enhancing the online customer experience and optimising real-estate positions, the EU cookie legislation seems to put a pause button on marketers’ optimisation, analytics and attribution efforts.

“By May 2012, the Information Commissioner’s Office (ICO) is expecting organisations to operate within the law, so it is essential that organisations start looking now at strategies that will ensure compliance and attain user consent without breaking the website. Finding out which approach works and assessing the right wording and design elements will be a critical part of ensuring ICO demands are met without affecting the bottom line. But brands need to act now to put those tests in place so the results can be acted on before May 2012.”


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