Consent Cookie

Hello bank!

Hello bank! is a mobile-only bank that caters to a younger generation. Services include banking, mortgages, insurances, and in the past crowdfunding. Hello bank! is a subsidiary of BNP Paribas Fortis.

Challenges

The acceptance rate of the cookie policy banner was dramatically low (29%) and impacting the bank’s acquisitions costs for new prospects. BNPPF’s 63% consent acceptance rate was set as a benchmark to overcome.

Outcomes

After a thorough research, 3 cookie consent banner proposals were provided to A/B test and see if one of them would surpass BNPPF’s 63% benchmark.

Result

The A/B test results indicated an uplift of 118%; with a 64% acceptance rate for the T1 variation banner proposal compared to the control (T0); in the process dramatically reducing the acquisitions programs cost.

Services

Research
User Experience Design

Team

Philippe Dewamme - Team Lead/Manager Hello bank!
Kristof Van Holder - P.O. Hello bank!
Mark Graham Dunn - Sr UX / UI Designer

UNDERSTANDING

The acceptance rate of the cookie policy was dramatically low. 2 out of 3 visitors to the Hello bank! websites did not accept the consent banner, making it harder to “track” their actions on the site.

This impacted the personalisation & direct targeting a visitor’s preference while increasing
 the bank’s acquisitions costs of new prospects.

There were minor increase* in consent acceptance for the Hello bank websites, they were neither significant nor satisfactory.
* After bumping up the hight of the cookie banner

MISSION

BNP had a 63% consent acceptance rate* after the modification, this benchmark was set as a challenge to surpass.
* BNP had a higher acceptance rate because users had to explicitly give their consent to access their personal Easy Banking Web.

INSIGHTS

Before starting any designs I shifted through research papers to validate my assumptions related to banner blindness, and banner type and shape effect on click-through-rate and conversion.

STRATEGY

To substantiate my hypothesis I researched occurring patterns that I would use to guide and focus on in my design proposals.

PROPOSED SOLUTIONS

Using the researched patterns (Format, Placement, Visual Saliency) as a guide, 3 banner interventions were provided and tested through a visual saliency tool* to attest their efficiency.
* www.gweezy.com

RESULTS

The first results were not very promising, T3 resulted in a meager average uplift of 13,45%.
It drastically changed when T1 was put up to the test.
The T1 banner resulted in an uplift of 118%, with 64% acceptance rate!
Thereby surpassing the BNPPF’s 63% benchmark.