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Online Retailers Must Act Now to Meet May “Cookie Consent” Deadline

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Maxymiser whitepaper and webinar helps brands put strategies in place today

London, UK (January 9, 2012) - Online retailers must act now to address a critical issue around new EU cookie legislation or risk damaging user experience and customer conversions from May 2012, according to Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions.

With only four months until penalties come into force, Maxymiser warns that online brands will struggle to comply unless their “Cookie Consent” plans are already well underway. In a new White Paper, produced in collaboration with Origin Intellectual Property Law and available to download at http://go.maxymiser.com/EUCookieLawWhitePaper.html, Maxymiser offers advice for ecommerce businesses to best meet the demands of the EU cookie legislation without compromising online revenues. 

According to Peter Ellen, Head of Product at Maxymiser, the key issue of attaining user consent for storage or access raises a very real risk that demands for consent will damage the user experience and constrain opportunities for customer conversion. He comments:

“With ecommerce businesses having spent €ms 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
• How to create a user interface design that demonstrates appropriate consent

More information is available at

Notes to Editors

About Maxymiser
Maxymiser is the global expert in multivariate testing, personalisation and optimisation solutions. Brands such as ASDA, Homebase, Kwik Fit Insurance and Virgin Media use Maxymiser to drive the most effective online customer experiences which increase conversion rates, revenue and consumer loyalty. Maxymiser combines online testing and automated personalisation into a single platform that empowers marketers to launch comprehensive optimisation campaigns on-the-fly without the need for IT resources.

This patent-pending OneTouch Network connects once to your website, mobile sites, or mobile apps to leverage all Maxymiser solutions and existing data sources to drive highly personalised experiences for every individual. Founded in 2006, Maxymiser is a rapidly expanding, private company with offices in New York, London, San Francisco, Edinburgh and Dusseldorf, as well as a global network of marketing and technology partners. The company's conversion management solutions and reporting infrastructure are recognised by leading industry analysts as best-in-class.

Media contacts
Fiona Kay, EML Wildfire
020 8408 8000
maxymiser@emlwildfire.com