19.3% Drop in Cookie Rejections for Industry Messenger
We changed the design and content of the consent banner in an app for doctors. Users were less likely to leave the app at startup, and the system remained 99.3% GDPR compliant.
MedConnect is a messenger for specialist doctors. The cookie consent banner was so unclear that every fifth user closed the app immediately after installation. We fixed it in 47 days.
The challenge
In March 2024, MedConnect recorded a 14.2% drop in new user activity. After analyzing 4,284 sessions, it turned out that the consent window was the problem. It was gray, had 6 paragraphs of text, and the consent button was hidden at the very bottom. Doctors, instead of reading the regulations, simply deleted the app from their phones. The average time spent on the splash screen was just 4.1 seconds. Honestly, no one has the patience to read about 'cookies' before entering a duty schedule.
Our approach
The Sticker Wizzard team (3 people: a lawyer, UX designer, and analyst) reviewed 487 different banner variants. We ditched the legal jargon. We rewrote the consent content into concrete benefit-driven language. We used a white background and clear font. The work was divided into three stages: legal audit, A/B testing of the new content on a group of 217 medics, and implementation of the final code.
The solution
We implemented a new, two-stage consent system. The first screen contains only 2 short sentences and a clear choice: 'Accept' or 'Settings'. We described all tracking options in human terms. We added a progress bar so the user knows configuration will only take 11 seconds. The system is fully compliant with GDPR guidelines and the latest UODO decisions from early 2024.
Results
After 47 days from implementation, the abandonment rate dropped by almost one-fifth. The app became more transparent, and the MedConnect legal department stopped fearing audits. Retention at startup increased without changing a single line in the messenger's actual code.
Timeline
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April 2, 2024Workshops with the MedConnect team and analysis of 4,284 server logs.
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April 14, 2024Preparation of 3 versions of simplified EULA regulations and banner content.
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April 28, 2024Usability tests on a group of 217 doctors from the test database.
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May 12, 2024Full implementation of the new banner in the production version.
"Initially, I thought changing the banner was just cosmetics. Sticker Wizzard showed us, however, that simple words instead of paragraphs translate into a real number of doctors in the system."