Designing a cookie banner for your website is a balancing act. You need to keep the notification requirements of relevant data privacy laws in mind so visitors can clearly understand their options and easily signal their consent choices.
These requirements can make it difficult to optimize cookie banners for user experience (UX).
If your website is subject to opt-in consent laws like the GDPR, users ignoring your cookie banners means lower acceptance rates. This is because consent can’t be implicit or assumed, so if they scroll by or close the banner, that’s not consent. Users have to perform an explicit, affirmative action before you can collect and process their data.
When your business can’t track online activity or collect data on your target audience, it makes it harder to refine your marketing strategy.
Meanwhile, consent rates are disproportionately higher in countries with opt-out laws like the US and Australia. This can result in an unbalanced dataset where insights only reflect visitors from specific regions, or a subset that pays close attention to privacy and consent choices, rather than your global audience. So you’re not getting a full and accurate picture of your customers.
Fortunately, it is possible to improve opt-in rates. We explore eight cookie banner examples to show you what you need to include in your message to achieve compliance while maximizing opt-in rates. We also explore do’s and don’ts for creating a legally compliant cookie banner while improving UX.
What are the different types of cookie banners?
There are three different consent models for cookie banners: notice-only, opt-out, and opt-in. The type you need depends on regional data privacy regulations and the amount of control you’re providing users over their data.
Notice only cookie banners
A notice-only banner informs visitors that your website uses cookies but doesn’t provide direct options to either accept or reject them. That means there are no buttons or settings within the banner itself. If users want to block third-party cookies or limit tracking, they must adjust their browser settings or use a plugin, like one that supports Global Privacy Control or another Universal Opt-out Mechanism instead.
Only 1.6 percent of websites have notice-only banners. Their use has declined since the introduction of the General Data Protection Regulation (GDPR), as they aren’t compliant with its consent policies.
Opt-out cookie banners
This type of banner also notifies visitors that your website uses cookies and trackers, but it provides a way to manage cookie consent preferences. It often includes a link to a settings page where users can reject non-essential cookies.
While opt-out banners aren’t GDPR-compliant, they do meet the requirements of the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA), as well as the other US states that have privacy laws to date.
These laws state that visitors have the right to refuse the sale or sharing of their personal data through cookies, as well as use of their data for targeted advertising or profiling, depending on the regulatory jurisdiction.
Opt-in cookie banners
Opt-in banners request visitor consent and provide information on how the website uses cookies. They usually present multiple options, such as accepting all cookies, rejecting non-essential ones, or customizing preferences.
This type of cookie consent banner is the most popular among websites, as it provides the most control to visitors and complies with major privacy laws, such as the GDPR and its cookie requirements.
8 effective cookie banner examples
Cookie banner design can have a significant impact on the privacy choices users make. In fact, nearly 70 percent of cookie consent messages are ignored or dismissed.
The following eight cookie banners balance privacy compliance with the user experience and custom branding to optimize opt-in rates.
While you can take inspiration from these well-designed examples, you should do your own research when creating a cookie pop-up for your site. Data privacy requirements differ across jurisdictions, so you’ll have to design your banner with relevant laws in mind.
Additionally, some messaging strategies may work better for your industry or target audience than others, and brand recognition from customized design can also go a long way in establishing trustworthiness.
1. Usercentrics
Usercentrics promotes transparency and enables informed consent to meet the requirements of various data privacy laws.
- Both our ‘deny’ and ‘accept’ options are immediately accessible.
- Links to our policies, notices, and settings are all highly visible.
- Users can easily access the Privacy Settings to get more in-depth information about cookies and trackers in use to make more granular consent choices.
- The text automatically defaults to the website visitor’s language, but they can also click the globe in the top right to change it.
- The cookie notice is transparent about why we want to use non-essential cookies and other technologies.
One difference you may notice in our banner is that we include more detail than some other cookie consent examples to cater to our compliance-conscious audience.
2. Hello Fresh
HelloFresh keeps its consent banner simple and clever to suit its target audience’s interests and expectations. Clever copy like “HelloFresh Cookies (yum!)” and “for a more personal (and tasty!) browsing experience” makes sense for the popular meal kit delivery service, and matches the brand’s lighthearted tone while keeping the messaging playful.
The cookie banner’s color scheme also matches that of the website to uphold a consistent brand identity. These little details go a long way in building trust with customers and encouraging them to opt in.
3. Steiff
Steiff is a children’s clothing and toy retailer, and their consent banner is simple and easy to understand. This straightforward approach is a good fit for their target audience, since the average parent shopping for their toddler may not be familiar with data privacy jargon.
Steiff also provides an accessible link to their data protection declaration and clarifies that users can change their settings at any time. They also begin with a clear explanation for why they use cookies, to help quickly establish trust. The brand has added its logo to the top of the banner to stay consistent with its other touchpoints.
4. DISH
DISH Digital Solutions uses a minimalistic, branded consent banner that clearly outlines why the site uses cookies and enables users to quickly set their consent preferences.
However, more privacy-conscious users can click the “more” link in the bottom left. This opens a larger box with granular settings and a detailed explanation of how DISH uses cookies and trackers. This level of openness helps build trust with users, even if only a small percentage open the extra settings.
5. Crystal Heaven London
Crystal Heaven London’s cookie banner focuses on consistent branding by including the brand’s logo and color scheme found on the rest of the website. This provides a consistent experience across the site.
Since Crystal Heaven London is an ecommerce brand, their cookie banner message outlines the use of cookies to personalize content and ads. This could be of interest to customers who want to receive tailored product suggestions, and may encourage them to opt in.
Having the Cookiebot™ logo visible also demonstrates the company’s commitment to data privacy as it’s a widely recognized brand in consent management.
6. Biotest
Customer trust is vital for Biotest, a company that specializes in innovative new medications and treatments. They must demonstrate they’re a reliable and ethical brand from the moment visitors enter their website, since customers are trusting them with not only their patient data but also their health.
Healthcare is a highly regulated industry, including governing the personal data used in healthcare operations. So people have higher expectations for data privacy for companies like Biotest.
Biotest emphasizes that they only employ optional cookies with user consent, and they warn users about the potential risks of data transfer to third countries. This transparency can build trust and encourage customers to consent to the use of optional cookies.
7. DMC
Colors are a major part of the DMC brand, which sells thread and yarn. They’ve chosen a strong purple theme throughout the website and have incorporated it into the site’s pop-ups, including the cookie banner. The eye-catching color scheme attracts attention and aligns with the brand without being too obtrusive.
DMC’s cookie banner keeps it simple with minimal text, something that can easily be A/B tested to determine what suits their target audience.
Users can quickly select “Allow all” if they want to receive personalized content and ads, which they may be interested in if they regularly purchase products. Or they can customize their settings if they want to limit use of cookies and tracking technologies.
8. MediaShop
MediaShop’s cookie banner goes beyond the GDPR’s requirements for informed consent to include a detailed explanation of essential and non-essential cookies. The pop-up clarifies how the tracking technology works in plain, accessible terms.
A cookie banner like MediaShop’s can help visitors understand what they’re actually consenting to. This high level of transparency, along with the logo and branding integrated into the banner, helps MediaShop build trust with users.
Cookie banner dos and don’ts to achieve privacy compliance and improve UX
While the content and design of cookie banners vary, the most effective ones do follow certain best practices. Here are some guidelines to follow so you can adhere to data privacy laws while creating a great user experience.
| Do | Don’t |
|---|---|
| Understand exactly which regulations you need to comply with Research laws based on where your users are located to determine which types of consent banners to use. For instance, if your website is accessible in the EU, you must display opt-in banners to achieve compliance. Many privacy laws are extraterritorial, so it matters where your users are located, not where your company is. | Assume one standard banner will enable you to comply with multiple privacy laws Data privacy regulations vary by location, so it’s difficult to design a single consent banner that meets all requirements. Use a CMP like Usercentrics CMP to create a dynamic banner that automatically detects site visitors’ locations and adapts its features and content to relevant laws and languages. |
| Use plain, clear language Data privacy laws like the GDPR state that cookie banners must use “clear and plain language” to meet requirements for informed consent. This means the average website visitor should be able to understand the text and what they’re agreeing to. Avoid legal jargon. | Leave the visitor confused and unsure Overly technical language isn’t just a compliance risk. Using overly complex terms and confusing jargon may leave visitors confused enough that they don’t want to opt in and may wonder what you’re trying to hide. |
| Customize your banner to fit with the rest of your website and brand Align the colors, fonts, and formatting of your cookie banner with your website to make it feel like a natural part of the online experience. Make it clear the messaging comes from your company and it’s not some random third-party pop-up. | Use generic branding that doesn’t align with your image Generic cookie banners may clash with the rest of your website and negatively impact the user experience. Some visitors may find them unprofessional and feel less inclined to give consent for cookies and tracking. |
| Make your banner available in the languages your customers speak Displaying a localized banner provides clarity for your users, wherever they are. A CMP like Usercentrics CMP uses geolocation to automatically modify text based on location for better user experience. | Rely on automatic browser translation Automatic browser translation can lead to errors and leave users confused about what your cookie banner means. For example, many languages have a separate word for internet cookies and edible cookies, and browser translation can miss that nuance. |
| Constantly analyze your efforts to optimize opt-in rates Regularly reviewing your cookie banner’s performance can help you find ways to improve user engagement. Usercentrics CMP provides A/B testing tools to compare different designs and improve cookie consent opt-in rates. | Approach your cookie banner with a “set it and forget it” mentality Data privacy laws change all the time, as do the cookies and other trackers your website may be using. So cookie banners can quickly become outdated and noncompliant. You also won’t find ways to boost consent rates and improve user experience unless you frequently analyze the performance of your cookie banner. |
| Have good UX with clear options that are all displayed equally prominently Making all consent options equally accessible helps you meet many data privacy legal requirements. For example, the GDPR states that users must find it just as easy to withdraw consent as to provide it. | Manipulate users into providing consent Hiding ‘deny’ options or using less prominent visuals isn’t a GDPR-compliant practice, and is at the very least frowned upon by regulatory authorities but illegal under a number of laws. Aside from legal compliance issues, dark patterns reduce trust with your audience and can hurt opt-in rates and customer retention in the long run. |
Create a cookie banner with both customers and privacy laws in mind
The right cookie banner balances data privacy compliance and user experience. As the examples in this article have shown, this still leaves you with plenty of freedom to explore different copy, features, and design options to suit your brand.
Usercentrics CMP enables you to fully customize your cookie banner to match your brand’s image and tone of voice. The platform automatically updates your banner to maintain compliance with evolving privacy laws, and geolocation features help ensure each visitor sees the right banner, no matter where they’re located.
What’s more, A/B testing features enable you to analyze performance and optimize consent rates. Usercentrics takes cookie banners beyond privacy compliance to foster growth, marketing performance, and user trust.