{"id":18120,"date":"2022-01-26T15:58:29","date_gmt":"2022-01-26T13:58:29","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=18120\/"},"modified":"2022-01-26T15:58:29","modified_gmt":"2022-01-26T13:58:29","slug":"typy-cookie-bannerov-a-ich-vplyv-na-vase-data","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/typy-cookie-bannerov-a-ich-vplyv-na-vase-data\/","title":{"rendered":"Case Study: Typy cookie bannerov a ich vplyv na va\u0161e d\u00e1ta"},"content":{"rendered":"

V DASE sme v minulosti implementovali ve\u013ea r\u00f4znych typov cookie bannerov. Vo v\u00e4\u010d\u0161ine pr\u00edpadov to bol cookie banner od Cookiebot, ktor\u00fd pon\u00faka ve\u013ea mo\u017enost\u00ed ako prisp\u00f4sobi\u0165 vzh\u013ead a funkcionalitu banneru. Nez\u00e1le\u017e\u00ed v\u0161ak, pre ak\u00fa Consent Management Platformu (CMP) sa rozhodnete (alebo si vyviniete vlastn\u00e9 rie\u0161enie). <\/strong><\/p>\n

V tomto \u010dl\u00e1nku sa viac zameriam na na\u0161e sk\u00fasenosti, ktor\u00e9 sme za posledn\u00e9 roky nazbierali. Tie\u017e je d\u00f4le\u017eit\u00e9 poznamena\u0165, \u017ee nie v\u0161etky bannery, ktor\u00e9 s\u00fa op\u00edsan\u00e9 ni\u017e\u0161ie s\u00fa aj v s\u00falade s GDPR – kone\u010dn\u00e9 rozhodnutie pre typ banneru je v\u017edy na klientovi po konzult\u00e1ci\u00e1ch s pr\u00e1vnym poradcom.<\/strong><\/p>\n

V tejto case study sme vyhodnotili 30 r\u00f4znych bannerov, preva\u017ene implementovan\u00e9 pre holandsk\u00fdch klientov<\/strong>. Klienti s\u00fa s r\u00f4znym zameran\u00edm (od siete posil\u0148ovn\u00ed, cez e-shopy so \u0161portov\u00fdm zameran\u00edm a\u017e po online marketingov\u00e9 agent\u00fary) s r\u00f4znym po\u010dtom denn\u00fdch n\u00e1v\u0161tev (v rozmedz\u00ed od p\u00e1r desiatok a\u017e po desa\u0165tis\u00edce n\u00e1v\u0161tev denne) a zah\u0155\u0148a free Google Analytics \u00fa\u010dty aj platen\u00e9 360 \u00fa\u010dty. Celkov\u00fd po\u010det rel\u00e1ci\u00ed na t\u00fdchto weboch sa mesa\u010dne pohybuje v mili\u00f3noch.<\/p>\n

Opt-in rate<\/h2>\n

Je to pomer pou\u017e\u00edvate\u013eov, ktor\u00ed dali pln\u00fd s\u00fahlas, tzn. s\u00fahlasili aj s ukladan\u00edm cookies na marketingov\u00e9 \u00fa\u010dely.<\/p>\n

Pozrel som sa na priemern\u00fd opt-in rate klientov, ktor\u00fdm sme pomohli s integr\u00e1ciou cookie banneru od Cookiebot. Priemern\u00fd opt-in rate sa naprie\u010d v\u0161etk\u00fdmi klientmi a v\u0161etk\u00fdmi druhmi bannerov pohybuje okolo 80%.<\/p>\n

Samozrejme, niektor\u00e9 typy bannerov performuj\u00fa nadpriemerne, in\u00e9 podpriemerne. \u010co teda vpl\u00fdva na dosiahnutie vy\u0161\u0161ieho percenta pou\u017e\u00edvate\u013eov, ktor\u00ed akceptovali v\u0161etky cookies? Z na\u0161ich predch\u00e1dzaj\u00facich sk\u00fasenost\u00ed s\u00fa to hlavne typ zobrazen\u00e9ho banneru a jeho vzh\u013ead.<\/strong><\/p>\n

Typ banneru<\/h2>\n

Pod typom banneru m\u00e1m na mysli jeho umiestnenie a \u010di sa jedn\u00e1 o klasick\u00fa li\u0161tu<\/strong>, alebo pop-up<\/strong>, ktor\u00fd sa zobraz\u00ed pred obsahom webu.<\/p>\n

Najroz\u0161\u00edrenej\u0161\u00edm typom je klasick\u00e1 cookie li\u0161ta<\/strong>, ktor\u00e1 sa naj\u010dastej\u0161ie zobrazuje v dolnej \u010dasti obrazovky. V\u00fdhodou tak\u00e9hoto banneru je pr\u00e1ve fakt, \u017ee je ve\u013emi roz\u0161\u00edren\u00fd a pou\u017e\u00edvatelia s\u00fa zvyknut\u00ed tak\u00e9to li\u0161ty automaticky odklik\u00e1va\u0165 (p\u00ed\u0161em z vlastnej sk\u00fasenosti), tak\u017ee oby\u010dajne maj\u00fa tak\u00e9to rie\u0161enia pomerne vysok\u00fd opt-in rate (pohybuj\u00faci sa v rozmedz\u00ed od 70-85%).<\/p>\n

\"case<\/a><\/p>\n

Pr\u00edklady klasickej cookie li\u0161ty v dolnej \u010dasti webu<\/em><\/p>\n

Pri tomto variante je d\u00f4le\u017eit\u00e9, aby li\u0161ta nebola pr\u00edli\u0161 nen\u00e1padn\u00e1. Ke\u010f\u017ee pod\u013ea GDPR by ste pri ignorovan\u00ed banneru nemali uklada\u0165 \u017eiadne cookies (okrem t\u00fdch, ktor\u00e9 s\u00fa potrebn\u00e9 na funk\u010dnos\u0165 webu), m\u00f4\u017ee sa ve\u013emi jednoducho sta\u0165, \u017ee v\u00e1\u0161 banner bud\u00fa va\u0161i pou\u017e\u00edvatelia jednoducho ignorova\u0165 a t\u00fdm pr\u00eddete o mno\u017estvo d\u00e1t.<\/p>\n

\"case<\/a><\/p>\n

Pr\u00edklad \u013eahko ignorovate\u013en\u00e9ho banneru<\/em><\/p>\n

Najlep\u0161\u00ed opt-in rate m\u00e1 pr\u00e1ve banner, ktor\u00fd sa zobraz\u00ed v podobe vyskakovacieho okna.<\/strong> V\u00fdhodou tohto banneru je, \u017ee pou\u017e\u00edvatelia s n\u00edm musia nejak\u00fdm sp\u00f4sobom interagova\u0165, inak prakticky nevedia vyu\u017e\u00edva\u0165 niektor\u00e9 funkcie webovej str\u00e1nky.<\/p>\n

Tak\u00fdto typ banneru je v\u0161ak na hrane s GDPR, nako\u013eko GDPR neumo\u017e\u0148uje podmie\u0148ova\u0165 s\u00fahlas s cookies k pr\u00edstupu obsahu webu. V tomto pr\u00edpade v\u0161ak obsah nie je nepr\u00edstupn\u00fd, ak pou\u017e\u00edvate\u013e s\u00fahlas ned\u00e1, vy\u017eaduje sa len jeho vyjadrenie. Z\u00e1le\u017e\u00ed teda sk\u00f4r od samotn\u00e9ho v\u00fdkladu usmernenia.<\/p>\n

\"case<\/a>
\nCookie banner v podobe pop-up okna<\/em><\/p>\n

\"case<\/a><\/p>\n

Cookie banner v podobe pop-up okna 2<\/em><\/p>\n

Vzh\u013ead banneru<\/h2>\n

Vzh\u013ead banneru (typ a prevedenie zobrazen\u00fdch mo\u017enost\u00ed) je druh\u00fdm ve\u013ek\u00fdm faktorom, ktor\u00fd ovplyv\u0148uje v\u00fdsledn\u00fd opt-in rate.<\/strong><\/p>\n

Ak d\u00e1vate pou\u017e\u00edvate\u013eom na v\u00fdber iba z mo\u017enost\u00ed – prijatie v\u0161etk\u00fdch cookies<\/span> a prijatie iba z\u00e1kladn\u00fdch cookies<\/span> (s t\u00fdm, \u017ee tak\u00fdto banner spravidla obsahuje aj tretie tla\u010didlo, ktor\u00e9 sl\u00fa\u017ei na povolenie, resp. zak\u00e1zanie r\u00f4znych kateg\u00f3ri\u00ed cookies), tak\u00fdto typ banneru m\u00e1 priemerne lep\u0161\u00ed opt-in rate.<\/p>\n

\"Cookie<\/a><\/p>\n

Vzh\u013ead banneru s troma tla\u010didlami (vizu\u00e1lne zv\u00fdraznen\u00e1 mo\u017enos\u0165 prijatia v\u0161etk\u00fdch cookies).<\/em><\/p>\n

V na\u0161om datasete rozdiel predstavuje aj 10-15% oproti cookie banneru, ktor\u00fd hne\u010f pou\u017e\u00edvate\u013eom pon\u00faka \u0161tyri mo\u017enosti, ktor\u00e9 pou\u017e\u00edvate\u013e m\u00f4\u017ee zapn\u00fa\u0165 alebo vypn\u00fa\u0165 (v\u00e4\u010d\u0161inou s\u00fa s\u00fabory cookies rozdelen\u00e9 do \u0161tyroch r\u00f4znych kateg\u00f3ri\u00ed).<\/p>\n

Je to hlavne z d\u00f4vodu, \u017ee v\u0161etky tieto checkboxy pri r\u00f4znych kateg\u00f3ri\u00e1ch cookies by mali by\u0165 predvolene vypnut\u00e9.<\/p>\n

\"case<\/a><\/p>\n

Banner s checkboxami pre r\u00f4zne kateg\u00f3rie cookies.<\/em><\/p>\n

V\u0161etky tla\u010didla na cookie li\u0161te by mali by\u0165 \u0161tylizovan\u00e9 rovnako, aby neovplyv\u0148ovali vo\u013ebu pou\u017e\u00edvate\u013ea. Av\u0161ak bannery, ktor\u00e9 maj\u00fa tla\u010didla farebne odl\u00ed\u0161en\u00e9, samozrejme z\u00edskavaj\u00fa lep\u0161\u00ed opt-in rate (treba v\u0161ak ma\u0165 na pam\u00e4ti, \u017ee tak\u00e9to rie\u0161enie je pravdepodobne s rozporom s GDPR)<\/strong>.<\/p>\n

Testovanie<\/h2>\n

Samozrejme, okrem t\u00fdchto dvoch premenn\u00fdch m\u00f4\u017ee opt-in rate ovplyv\u0148ova\u0165 mnoho \u010fal\u0161\u00edch faktorov – samotn\u00fd text na banneri (i ke\u010f som sk\u00f4r n\u00e1zoru, \u017ee v\u00e4\u010d\u0161ina \u013eud\u00ed si text na banneri ne\u010d\u00edta a automaticky banner odklik\u00e1va), cie\u013eov\u00e1 skupina, ktor\u00e1 nav\u0161tevuje v\u00e1\u0161 web at\u010f.<\/p>\n

Najlep\u0161\u00edm sp\u00f4sobom, ako zabezpe\u010di\u0165 vy\u0161\u0161\u00ed opt-in rate je testovanie viacer\u00fdch typov bannerov, viacero typov konfigur\u00e1ci\u00ed a zaznamen\u00e1va\u0165, ako s dan\u00fdmi typmi bannerov pou\u017e\u00edvatelia interaguj\u00fa (ve\u013ea CMP syst\u00e9mov v\u00e1m tieto \u0161tatistiky pon\u00faka) a n\u00e1sledne tieto d\u00e1ta vyhodnoti\u0165 a zvoli\u0165 variantu, ktor\u00e1 v\u00e1m priniesla najlep\u0161ie v\u00fdsledky.<\/p>\n

Vo fin\u00e1le je ur\u010dite dosiahnute\u013en\u00e9 ma\u0165 opt-in rate na hranici 80-90% a by\u0165 st\u00e1le v s\u00falade s nariadeniami\u00a0 GDPR.<\/strong><\/p>\n

Na z\u00e1ver by som chcel zd\u00f4razni\u0165, \u017ee je d\u00f4le\u017eit\u00e9 banner nastavi\u0165 tak, aby pou\u017e\u00edvate\u013eom nepods\u00faval ak\u00fako\u013evek mo\u017enos\u0165 pri v\u00fdbere, a bol \u010do najviac neutr\u00e1lny. Mysl\u00edm, \u017ee komunik\u00e1cia a transparentnos\u0165 oh\u013eadom zbierania d\u00e1t je ve\u013emi d\u00f4le\u017eit\u00e1, a ur\u010dite by malo by\u0165 prioritou pre ak\u00fdko\u013evek web z\u00edska\u0165 tento s\u00fahlas pr\u00e1voplatne, bez ak\u00e9hoko\u013evek ovplyv\u0148ovania.<\/p>\n","protected":false},"excerpt":{"rendered":"

V DASE sme v minulosti implementovali ve\u013ea r\u00f4znych typov cookie bannerov. Vo v\u00e4\u010d\u0161ine pr\u00edpadov to bol cookie banner…<\/p>\n","protected":false},"author":62,"featured_media":18131,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[806,340],"tags":[603,811,604,807,372],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/18120"}],"collection":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/users\/62"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=18120"}],"version-history":[{"count":12,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/18120\/revisions"}],"predecessor-version":[{"id":18141,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/18120\/revisions\/18141"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/18131"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=18120"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=18120"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=18120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}