What is consent rate optimization?
Consent rate optimization refers to techniques aimed at increasing the percentage of users who agree to the use of cookies and other tracking technologies through consent banners on websites.
What are the benefits of consent rate optimization?
Consent rate optimization can help you get and maintain a higher cookie consent rate. More consents to cookies means more users are allowing you to collect data. And for marketers, data is crucial to effective targeting, personalization, and, ultimately, better campaign performance.
So in a way, an increased consent rate could mean a potential increase in revenue and profit. That’s a pretty great incentive if you ask me.
Cookie Information strongly advises against using unethical (and often illegal) nudging or “dark patterns” in your cookie banner.
Not only is it wrong, it’s also counterintuitive. Because proper privacy measures and transparency are key to building consumer trust and brand preference, which is one of the main drivers of growth.
With that out of the way, let’s dive into some tips you can use to optimize your consent rate — ethically and legally!
How do you get started with consent rate optimization?
There are different ways of optimizing your cookie banner for improved consent rates. They generally include analysis, design, mobile optimization, communication, and testing.
Analyze your current consent rate
Begin by looking at your current consent rate data.
One way to do this is via your analytics tool. Piwik PRO, for instance, allows you to collect advanced multi-dimensional consent statistics (by consent type, region, segment, page, device, etc.). Cookie Information clients can even benefit from a native integration between the two platforms.
You can also use any built-in tool your Consent Management Platform provides — like Cookie Information’s Compliance Dashboard.
Make sure to look at data over a significant period, at least three to six months, to identify real trends. This data lays the foundation for your optimization efforts.
Once you have the data, look for patterns. Are there certain periods when consent rates drop? Are mobile users less likely to give consent compared to desktop users? Break down your data and find these insights.
Optimize your cookie banner design
Best practices for banner design
We recently conducted a study on consent rates among Cookie Information clients in Denmark, Sweden, Norway, and Finland.
Across the 2.000 domains we analyzed, the study identified common traits among the top performers:
- They use an ‘Overlay’ banner template.
- They have two buttons on the banner: ‘Accept’ and ‘Decline’.
- They use different colors for the ‘Accept’ and ‘Decline’ buttons.
- They consistently use green for the ‘Accept’ button.
Our findings align with another study by researchers at RWTH Aachen University, which concluded that users tend to favor “low-effort” choices when interacting with cookie banners. Therefore, ensuring all options and settings are easily accessible through prominent, clearly labeled buttons can enhance the user experience.
Optimize your cookie banner for mobile devices
On mobile devices, simplicity is key. Use a compact design that fits neatly within the screen, and ensure that buttons are large enough to be easily tapped. Text should be legible without requiring zooming, and options should be straightforward and clear — which brings us to our next tip:
Use clear and concise language in your banner text
- Avoid legal jargon or complicated terms.
- Use simple language that anyone can understand.
- Explain why you need consent and what users are agreeing to.
Here are some examples:
- Instead of “data processing,” say “handling your information.”
- Instead of “third-party affiliates,” say “other companies we work with.”
- Instead of saying “we collect data to enhance user experience,” say “we use your data to make our site easier for you to use.”
You get the point.
Legal language is meant to be technical, because precision and unambiguity is quite important in a legal context. So discussing any changes with your lawyer is probably a good idea. But it is possible to make your cookie banner read slightly less like a contract. And that makes it way easier for “regular” people to understand.
Be transparent and give users control
Transparency and user control are actually quite fundamental when it comes to consent rate optimization.
However, remember the study I mentioned earlier? Well, the researchers also found that undisclosed cookie usage reduced user trust – while fully disclosed cookie usage had more or less no negative effects.
Build trust by showing you respect privacy
Giving users control is part of being transparent. But what really moves the needle is making people feel safe.
That starts with how you explain things. Use natural, easy-to-understand language. Avoid vague phrases like “improve performance”—say what data you collect and why.
Also, don’t hide the “Reject” option. Make it clearly visible and just as easy to tap as “Accept”. Sure, it might feel like you’re giving people a way out—but in reality, this openness builds trust and increases the chance they’ll say yes.
And finally, make it easy to revisit or change choices later. A small privacy icon in the footer that opens the banner again goes a long way.
Test and refine your banner
Consent rate optimization is an ongoing process. Regularly test different designs, messages, and consent options to see what works best for your audience.
A/B testing means showing two (or more) versions of your cookie banner to different visitors and comparing the results. Here are a few ideas for what to test:
- The banner layout (top vs bottom, center modal vs full-page overlay)
- Wording and tone of the consent message
- The presence and design of “Reject all” buttons
Test one thing at a time to isolate the effect. Run each variation long enough to gather enough data for a meaningful result—at least a few thousand banner views per variation. When you find a winner, roll it out. Then test again.
Continuously test and refine your banner based on what works. Optimization is never done, but every small improvement adds up.
Keep optimizing over time
Getting a consent rate you’re happy with is just the beginning. Digital behavior, design trends, and privacy laws change all the time. So your cookie banner should evolve too.
Make it a habit to:
- Review your consent rate each month
- Spot changes in user behavior—like mobile drop-off or bounce rates
- Refresh your banner copy or layout every few months
- Stay updated on privacy regulations in your key markets
Think of it like SEO: the more you iterate and improve, the better results you’ll see.
Ready to optimize your consent rates?
- Choose from pre-made templates to get started easily.
- Then add your colors, logos, custom texts, and play around with different design iterations.
- The Compliance Dashboard keeps you updated on your consent rate, so you can verify the results of your banner design tests.