Challenges
- Maintaining privacy-compliant lead generation for customer acquisition, mainly via form submissions
- Rapid company growth and the expansion of a patchwork of evolving data privacy laws across the US
- Need for a scalable solution that didn’t have onerous implementation requirements
- Need for a flexible solution that integrated with 50+ web properties was not difficult to maintain and update
Goals
- Implement a CMP that enables privacy compliance with all relevant US privacy laws
- Provide a transparent experience that builds trust with site visitors
- Maintain brand consistency across the main website and ~50 hosted subdomains
- Get up and running quickly without placing a heavy burden on internal resources
Results
- Full CMP implementation and customization in 1-2 days
- 70% of site visitors interact with the consent dialog, acceptance rates ~40%
- MineOS integration for DSRs
- Customers appreciate the company’s transparency and internal teams appreciate privacy compliance and risk mitigation
The company
DaBella is a family-owned home improvement services business founded in Portland, Oregon in 2011. The company started expanding in 2013, and today has 58 offices and over 2,200 employees in 24 US states. They provide their clients with everything from permit management, product selection, and installation, to financing and more.
The company relies on leads collected via their website, and so have to manage large amounts of visitors’ personal data. However, in the United States there is currently a patchwork of state-level data privacy laws, rather than a single federal regulation, making compliance challenging to achieve and maintain as DaBella grows across the US.
As strong customer relationships are a core part of the company’s brand, operations, and growth, trust is critical — including regarding the handling of personal data. The DaBella team wanted to make sure they were handling information from leads in a secure and privacy-compliant way. They had not been using a consent management platform (CMP) prior to selecting Usercentrics.
Challenges
Like many performance-driven businesses, DaBella’s web presence is critical to their operations and growth. They rely heavily on digital lead generation, and form submissions are the core of their customer acquisition funnel.
Many of the 24 states in which DaBella operates currently have data privacy laws, new legislation continues to advance, and each state’s regulation has its own compliance requirements and set of rights for consumers. DaBella needs to juggle it all.
The DaBella team can’t risk privacy noncompliance, as it could damage trust with their customers and website visitors, as well as hinder growth. As a fast-growing company, they needed a solution that was easy to implement and maintain, and that scaled with their business.
Regulatory pressures, combined with the company’s strong commitment to customer transparency, made it clear that the right consent management platform (CMP) was a necessity.
We talked to Andrew Scheidl, Web Developer at DaBella, who noted, “Our business relies on customer leads we collect via user form submissions. With so many state laws now active, we knew it was time to act.”
Goals
DaBella’s primary goal in adopting the Usercentrics Consent Management Platform (CMP) was to achieve and maintain their privacy compliance with the increasing number of US state-level data privacy laws in the states where they do business, and where they plan to expand in the future.
They needed a solution that was quick to set up and that did not demand excessive resources to implement and maintain across over 50 web properties. Consent banners had to fit seamlessly with the company’s digital branding across all sites.
With the US data privacy landscape changing all the time, DaBella also valued peace of mind from automated regulatory updates as operations and technologies in use also evolve.
In line with their strong customer-centric brand, the team also needed to ensure transparency with their customers and website visitors. That required a user-friendly solution with clear options regarding access to personal data, particularly for web forms powering lead generation.
Why DaBella chose Usercentrics
Scheidl took the lead in evaluating and choosing a CMP for DaBella. The company had not been using another solution prior to the Usercentrics implementation.
He explained, “I put together a comparison of eight solutions that would help our company comply with state privacy laws. Usercentrics stood out from the competition, and I was granted approval to move forward.”
Results
Schiedl described the onboarding as “very straightforward” and “a breeze”, noting implementation only took a day or two. Customizations included the company’s logo, brand colors, and fonts.
Since implementing Usercentrics, DaBella has seen meaningful results. 70 percent of site visitors interact with the consent dialog, with an acceptance rate around 40 percent.
Schiedl also commented, “Customers appreciate the ability to know what is being shared and that we are transparent with where it’s shared. Our internal teams are satisfied that we now provide users with a solution that helps us reach compliance with privacy laws and mitigate our exposure to fines related to noncompliance.”
In addition to the Usercentrics CMP, DaBella has also integrated the solution from partner MineOS for Data Subject Requests (DSRs) to meet their needs and round out their privacy compliance strategy.
Overall, Schiedl summed up DaBella’s experience choosing Usercentrics this way: “We’re very satisfied with our overall experience with Usercentrics and our ability to provide our users with the tools necessary for compliance with privacy laws in our country.”
Sounds like a great partnership to us, and we look forward to supporting DaBella’s future growth and strengthening their customer relationships.