Retailers advised to act now to form new ‘cookie consent’ plans.

Online retailers are being advised to address a critical issue around new EU cookie legislation that will take place in May, or risk damaging user experience and customer conversions.

Maxymiser, a multivariate testing, personalisation and optimisation solutions company, is warning that online brands will struggle to comply unless their cookie consent plans are already well underway.


The company has created a new white paper in collaboration with Origin Intellectual Property Law that it has made free to download by clicking here. In the paper Maxymiser offers advice for e-commerce businesses to meet the demands of the EU cookie legislation without compromising online revenues.

According to Maxymiser head of product Peter Ellen, the key issue of attaining user consent for storage or access raises a risk that demands for consent will damage the user experience and constrain opportunities for customer conversion.

Ellen said: “With e-commerce businesses having spent millions of euros in removing website usability barriers, enhancing the online customer experience and optimising real-estate positions, the EU cookie legislation seems to put a pause button on marketers’ optimisation, analytics and attribution efforts.

“By May 2012, the Information Commissioner’s Office (ICO) is expecting organisations to operate within the law, so it is essential that organisations start looking now at strategies that will ensure compliance and attain user consent without breaking the website. Finding out which approach works and assessing the right wording and design elements will be a critical part of ensuring ICO demands are met without affecting the bottom line. But brands need to act now to put those tests in place so the results can be acted on before May 2012.”

Maxymiser is also hosting a practical webinar on 24th January to guide brands in understanding the compliance challenge and implement an effective strategy to protect online revenues. The 60 minute session will cover an explanation of the directive and scope of the rule, what consent really means in a legal sense, and how to create a user interface design that demonstrates appropriate consent.