Author: Ville Hiltunen / Key Account Manager
Date: 2021-09-28

10-Step Strategy to Maximize the Opt-in Rate With Consent Management

This blog post will talk about maximising the opt-in rates and controlling users' data with Consent Management. 

In order to protect your website from legal risk, you need consent for all of the data being processed. Consent Management helps us comply with our GDPR and other privacy laws worldwide, by providing a straightforward and easy way for visitors to give explicit permission before they can interact with any features on your site.

To help illustrate how Consent Management can impact your site, let's take a look at how it works. 

The Consent Manager is the first thing visitors will see on your website if you have enabled explicit consent mode. It contains all of the data that you process and provides information about what types of permission they need to give in order for their visit to continue uninterrupted. 

As a website owner or an app developer, it is your duty to protect and respect user privacy. But managing consent for all of your site visitors while still maximising the conversion rate has never been easy. However, there are some things that you can do to make sure that people know what they're getting into before signing up for services or downloading content from your site.

We have compiled 10 steps that will help increase your conversion rate and maximise revenue

Step 1: is to make sure that you have a Consent Management Policy in place. This policy should detail how and when the company will collect information, what they'll do with it afterwards, and provide contact info for users who want to opt-out altogether of your service or website. It's also important that visitors can review the policy before agreeing to it. 

This can be done by linking the Consent Management Policy to a separate page on your site with clear instructions about what they'll find when they click through or by allowing visitors to quickly read the document while ensuring that you don't include any marketing information.

Step 2: is to make sure that you have a prominent "Unsubscribe" or "Opt-out" button. It should be easily available and in every email newsletter to provide easy access for people who would like to opt-out. It also allows you to make sure that the people who have opted in are still interested and engaged.

Step 3: is to provide an "Opt-In" or similar choice for visitors who want to subscribe to your email newsletter. It can be done in the form of a checkbox with prominent labellings, like “Subscribe” and “Unsubscribe," or,  for mobile devices, “Notify me via email” and “Do not notify me.”

Step 4: is once you have the opt-in, make sure to let people know what they are opting in for. You should also tell them how often they will get emails from your company and give them an easy way to unsubscribe if they want to do so later on.

Step 5: is to limit the scope of what you ask from visitors who want to register for your site or app - collect information relevant to activities on your site or in your app. Customers appreciate having precise, understandable content available explaining what information is collected from them.

Step 6: is to provide the data subject with a reasonable choice of what they want to be done when their consent is withdrawn. For example, customers can request to have their personal data erased and no longer processed or stored by the controller (or destroyed). A person may also withdraw their consent for a specific processing purpose. 

It is essential that when withdrawing consents, controllers clearly identify what consequences this has from both an effectiveness and compliance standpoint. For example, if a person withdraws their consent for marketing purposes, it may no longer be possible to send them information about products they have expressed an interest in.

Step 7: is how to opt-down from the data subject. Again, you must allow your user to change their mind about consent. It might sound counterintuitive, but people often become interested in signing up for it after getting started. It can happen because of curiosity or personal reflection on one’s needs and goals at a particular moment of a time. 

Step 8: is to utilise the consent data for marketing campaigns. One of the benefits of a Consent Management Platform is that it makes your marketing data actionable. You can use this information to target people based on their opt-in status, and you can find out why they opted in or what triggered them to withdraw consent for various purposes (e.g., email campaigns). Thus, it will help you optimise your marketing spends.

Step 9: is to integrate your consent data with other systems. Integration is a crucial pillar of Consent Management as it allows you to track policy changes made in the design and export them into other systems. You can create integrations with your CRM like Salesforce or marketing automation, like Hubspot or Marketo, for example. It will allow you to seamlessly process opt-ins from your website, app or mobile site directly into these systems and avoid double-entering the data.

Step 10: is to make consent and preference management part of your marketing and sales strategy. Consent management is one of the most important things to understand when running a website or app for your company. It's not something you can ignore, and it needs to be acceptable regarding security, law, ethics, and sustainability. As such, companies need an effective strategy for managing consent while at the same time maximising their opt-in rate.

There are many ways to make your website or app more privacy-friendly, and that's what we want for you. We can help with your steps on orchestrating, for example, your consent, which will give the customer peace of mind when they use your product. 

What do you think? Have you taken any of these steps yet? If not, then it may be time to start and we are more than happy to assist you.

Comments are most welcome and appreciated