What is a website cookie and why does it matter to me?
You’ve probably noticed that whenever you visit a website, you’re asked immediately if you’d like to accept cookies. If you have a website of your own, it’s important that you understand what cookies are, why they might be relevant to you and what you need to tell your users.
So, what is a cookie?
We all know of the tasty, chocolate chip kind 🍪. We’re sorry to say that the website kind aren’t quite as exciting, they are however key to how a website functions well for its users.
A cookie is by definition, a small file which is downloaded to your computer when you visit a website. They store certain pieces of information about how you’ve interacted with that site, generally designed to improve your experience while using that website. Below are some examples of why storing a cookie on a persons computer may be beneficial:
Remembering country or language
If a user selects a country or language when they visit a site, remembering these selections will save the user a step next time they visit the site, streamlining their user experience for return visits.
Returning to a purchase
Storing basket additions on an ecommerce site can allow users to return later and make their purchase, without losing what’s already been added to the basket. It’s fairly common for website users to add purchases into their basket but not actually complete a purchase until later, so by storing their basket the chances are increased that they’ll complete a purchase later.
Authentication cookies
Authentication cookies relate to login details that a website user enters to access secure parts of a website. By saving login details for users, you speed up the experience for them the next time they visit your website. Also in an age where it’s recommended to have unique (and sometimes not very memorable!) passwords, this can be extremely helpful for users.
Personalisation
By storing which pages a user has visited, or revisited - a website can show other pages we may be of specific interest to that user. For example, a user may be looking at a specific winter jacket on an ecommerce site. By tracking this information, that site can then show the user other products which would go well with or are similar to that product, passively upselling to the user.
Legislation
Back in 2011, the EU imposed new legislation to give website users better control and consent over whether or not cookies were stored when they visit a website. Previously consent was implied, however this new legislation required websites to ask for permission to store cookies and allow a user to decline.
It’s worth mentioning, that in some cases - by declining the option for a site to use cookies when using a website this may impact a users experience or on occasion, how well that website can function.
Websites are required to describe how cookies are used and why they are required within their privacy policy.
When cookies go bad
Third-party cookies were the driving force behind the introduction of the EU legislation back in 2011. These kind of cookies are generally popped onto a users machine through ad banners - these advertisements are visible on websites but often come from another source. They store cookies related to a users browsing history in multiple locations over time periods and this process allows a third party to start collecting information about a users browser history.
These cookies feed targeted advertising, which is considered an invasion of privacy for users and with the introduction of the legislation - the slow decline of this kind of advertising began
What should you do about cookies?
There’s absolutely nothing wrong with using cookies on your website, as long as they serve a purpose and that you’re clear and transparent with your users about them. You can do this by adding a description of the cookies you’re using, their behaviour and why you are collecting them in your privacy policy. Always ensure you offer your users the option to accept or decline the cookies when they first access your site.
As a user, our recommendation would be to decline cookies on any site which mentions third party cookies if it’s not clear what they are. As mentioned earlier in this article, this is the kind which builds up a profile of you as a person and generally the kind which is a privacy concern.
If you’re looking to understand how you could use cookies to improve user experience on your website, or you’re concerned about how they’re already implemented on your site, Juniper can help - please get in touch.
