Challenges:
- Duplicate consent prompts in a single user journey
- Funnel friction and perceived user confusion and distrust
- Interrupted testing and operations
- Regulatory pressure with scaling
Goals:
- Seamless consent across subdomains
- Fewer interruptions in the conversion funnel
- Operational simplicity for launches at speed and easier maintenance
- Data quality and trust for better decision-making while maintaining privacy compliance
Results:
- Duplicate prompts removed in the same journey with the Cross-Device workaround
- Improved user experience and funnel continuity
- Operational ease, with streamlined launches and minimal planning requirements
- Qualitative uplift with planned quantitative views
The company
Wellster Healthtech Group GmbH was founded in Munich, Germany, and today the growing team of 60-plus works from four locations. Wellster Healthtech provides digital health services across multiple brands and domains. Their brands include Spring, GoLighter, MySummer, MySpring, Apons.eu, WellsterMedical, and EasyTest.
The company operates in highly regulated industries and often under public scrutiny. GDPR compliance, along with other relevant regulatory requirements, is critical.
Just as important, however, are their more than two million customers. In addition to prioritizing compliant data collection, a smooth, trustworthy user experience throughout multi-step, multi-domain funnels is critical for Wellster visitors.
Challenges
We talked to Angela Hagedoorn, Head of Business Intelligence at Wellster Healthtech, about the company’s challenges and goals with data privacy compliance, customer experience, and streamlined and scalable funnels.
Wellster’s multi-brand, multi-domain setup meant customers often moved from a landing page to a medical questionnaire on another subdomain or domain in the same journey. Without a cross-domain consent mechanism, the banner reappeared within minutes, interrupting the flow and creating user confusion. Not optimal in a GDPR-sensitive environment.
As Hagedoorn noted, “The cross-domain experience of seeing the banner multiple times in one flow was painful for users and made the site feel less trustworthy.”
In addition to adding friction at critical funnel steps, the issue also slowed internal QA and experimentation as testers were repeatedly blocked by pop-ups. The proximity of prompts, e.g. from landing to questionnaire, felt too close together, amplifying the perception of unreliability.
The qualitative signal was clear: Repeated consent requests within a single session were a material user experience and conversion risk that required consistent consent continuity across subdomains and within single funnels.
Goals
The team needed to ensure seamless, unobtrusive GDPR-compliant consent continuity across subdomains so that a single user decision is respected end to end. That meant eliminating repeat prompts that erode trust and presenting a consistent, reliable experience.
They needed to reduce funnel friction and improve user experience by removing interruptions at critical steps, support uninterrupted internal QA and experimentation, and maintain cleaner analytics through a stable consent state within the same journey.
The Wellster team needed to achieve this with minimal engineering effort, and required results that were easily scalable across brands and domains. They also needed to enable measurement by backfilling and monitoring consent metrics over time to create a baseline to track impact and inform future enhancements.
Why Wellster Healthtech Group chose Usercentrics
The Wellster team needed a trusted, GDPR-ready consent foundation that could handle complex, multi-domain journeys. Usercentrics CMP was already in place and working smoothly when Angela joined the team, making it a natural choice to extend to solve the specific pain of repeated consent prompts.
Another key factor in choosing Usercentrics has been the partnership and support. The workaround solution was beyond product scope, but everyone was dedicated to finding a solution.
As Hagedoorn noted, “Eliminating the second prompt in the same flow was 100 percent worthwhile. It immediately improved the experience.”
Usercentrics support has been “friendly, accessible, and responsive.” For example, when the tech lead had a login issue, it was quickly resolved to keep the project moving.
The results
The solution to Wellster’s issue was the Cross-Device workaround for Cross-Domain Consent Sharing, which was “super fast” to implement — around a day according to Hagedoorn. Due to internal scheduling, the full rollout took a few months. It required minimal sprint planning and scales easily for new brands and domains.
Hagedoorn said, “It worked immediately. The pop-ups disappeared, and our internal testing became much smoother.” Additionally, launches were “pretty painless,” so much so that it was easy for the team to forget to add the new step to launch checklists for new domains.
Maintenance overhead has also been minimal and analytics are cleaner. There are fewer drop-offs from repeated prompts for better measurement continuity.
And critically, it eliminated the “Why am I being asked for this again?” moment for users. One decision is respected across actions, getting rid of confusion and frustration.
The technical implementation was as follows:
- Find the user ConsentID parameter
- Pass the ConsentID from entry point through the whole flow
- When switching domains, initialize the Usercentrics controller with the ConsentID
Operationally, teams saw immediate relief in QA and day-to-day work. No more pop-ups blocking tests, and launches remain lightweight. The solution has also been scaling smoothly across brands and domains.
Wellster recommends this approach to other platforms facing multi-domain funnel friction, and will be evaluating features like bulk editing across domains and server-side tagging as their needs evolve.
In the immediate future, the team plans to backfill and monitor consent metrics, using up to 12 months of historical data, to benchmark impact against the GoSpring implementation date.