Transforming a regulatory obligation into a positive and engaging experience: this is the challenge taken on by Speedway, a major player in motorcycle, scooter and motocross equipment by calling upon Axeptio’s expertise. Switching consent management platforms (CMP) is never a trivial matter, but this decision served a dual purpose: improving user journey fluidity and increasing interaction rates—both essential for optimizing opt-in volumes and offering a tailored experience to a wider audience. Here's a look at this successful challenge.
A Strategic Change in CMP to Optimize Consent Management
Speedway, a key player in the motorcycle, scooter & cross-country equipment market, renowned for its network of physical stores and its highly popular e-commerce site, had previously been using an in-house solution to manage consent.
The collaboration with Axeptio was therefore essential, both to humanize what was often perceived as a tedious process and to maximize the rate of user interaction with the widget (i.e. the percentage of visitors who interacted with the widget).
For an e-commerce site, a good interaction rate on its CMP is vitally important: it plays a central role in the collection of qualified leads and helps optimize the customer journey all the way to purchase. Depending on the strategies in place, it enables the implementation of levers such as cart abandonment recovery or retargeting. In the case of Speedway, this is especially critical for offering tailored product recommendations that meet the specific needs of each motorcyclist.
A Tailor-Made Solution That Embraces the Motorcycle Community’s Identity
Guided by Marion Philipps, Customer Success Manager at Axeptio, the Speedway teams worked on a complete transformation of the consent widget, adapting it to the visual and community codes of the motorcycle world.
The widget's design is designed to grab visitors' attention immediately, with a motorcycle whose wheels have been replaced by cookies. The message accompanying the visual humorously clarifies the context of consent (translated from the French version): “To enhance your road trip through our site, these warmly served cookies are used to adapt our content to your needs, an experience comparable to a trip through the Alps, and personalized advertising for utmost pleasure on the road!”
This personalization is not limited to aesthetics: it is part of a commitment to engagement, transforming a step perceived as compulsory into a pleasant, straightforward experience. The addition of a drop shadow effect, which highlights the widget while graying out the rest of the site, further enhances its attractiveness and naturally guides visitors toward interaction.
Results: A Spectacular 15-Point Increase in the Interaction Rate in Just Six Months
The combined efforts of the Speedway and Axeptio teams paid off:
- In December 2023, the interaction rate was at 65% (71% mobile and 52% desktop).
- By May 2024, this rate had risen to 79% (78% mobile and 79% desktop), marking an increase of 15 points.
Today, Speedway records an average interaction and consent rate of around 80%, with balanced performance between mobile and desktop.
Thus, the efforts made to optimize the CMP—by adapting it to the brand’s and its community's identity on one hand, and by boosting the interaction rate on the other—have inevitably led to a rise in the overall opt-in volume, and therefore in the leads that can be nurtured throughout the purchasing journey.
Maximising CMP interaction is a key lever in our digital strategy. We can provide more relevant product recommendations and effectively activate retargeting by increasing the volume of opt-ins. In this way, we can support our visitors throughout their customer journey and provide them with a truly personalised experience.
Guillaume Bouquin Head of E-commerce - Speedway
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