Google partners with CMPs to optimize user consent
Google has teamed up with Consent Management Platforms (CMPs) such as OneTrust, Complianz, and Axeptio to elevate user engagement and boost website load times once cookies have received consent. This is a bid to enhance website performance whilst adhering to user privacy and data protection. The aim is to make consent requests more personalized, thus enhancing the user experience.
The partnerships are also targeted at helping websites to reconcile exceptional customer experiences with rigorous compliance standards. Indeed, it is anticipated to simplify the consent process, making it more streamlined and user-friendly, which could potentially decrease website latency and speed up load times after consent for cookies is given.
Barry Pollard of the Chrome User Experience Report (CrUX) team revealed that these collaborations seek to significantly improve Interaction To Next Paint (INP) scores, particularly when cookies have user approval. The INP measure is crucial to user experiences, especially when cookies are given the green light. Increasing user consent to cookies can enhance interaction scores, leading to greater overall user satisfaction.
Websites using these CMPs have reported significant increases in their INP scores, credit to the cooperation between Google and these Consent Management Platforms.
Optimizing user consent with Google’s CMP partnerships
The higher scores signify the potential of integrated systems and advanced technologies, when used correctly, in enhancing user experiences and data management.
INP is a fundamental metric under the Core Web Vitals of Google, determining the time taken for a webpage to respond after user interaction. Thus, it influences the level of interactivity and response of a website and subsequently, user satisfaction.
Google urges SEO experts to place more emphasis on improving INP scores. Tools such as PageSpeed Insights, CrUX and Google’s INP troubleshooting guide provide effective strategies to optimize these scores. These guides offer a step-by-step process to efficiently tackle INP related issues.
INP scores, which essentially grade a website’s responsiveness, have evolved from the First Input Delay (FID) measure. A lower INP score means a faster, more interactive website that enhances user satisfaction and potentially increases search visibility. The improvements in CMPs are expected to further enhance this performance metric.
Web developers are therefore encouraged to prioritize INP when designing and updating websites, which in turn could boost organic traffic and business success.
