Privacy policies have long been used by businesses to describe their data collection and processing practices to consumers. Despite these policies, a whopping 93% of consumers are concerned about the security of their personal information, and 92% believe that companies often prioritize profits over data protection.
The problem is that people reading privacy policies are often left scratching their head and asking themselves, “What in the world did I just read?” In a world where access to consumer attention is already limited, businesses can’t waste precious time confusing prospects.
Not to mention, when there is a breakdown in brand trust, it creates a gap in the effectiveness of marketing and sales outreach. Who wants to buy from an untrustworthy company? (Hint: No one.) This means it’s crucial for brands to re-evaluate these policies and ensure their customers and prospects alike know exactly what they’re consenting to.
Creating A Policy That Customers Actually Understand
Legal jargon, ambiguous descriptions and technical terminology often take up most of the space in the average privacy policy. Unless the user has a background in law or privacy, the meaning behind the words can be elusive. Worse still, this lack of understanding is the goal of some companies, as they want to make their practices as mysterious as possible to the average individual.
Amid rampant concerns that companies prioritize profits over data protection and an overarching lack of control and transparency, many consumers are choosy about the companies they decide to engage with: 97% prefer to do business with companies with a strong track record of protecting data privacy. These preferences extend to the level of transparency in a company’s privacy policy.
So, how can businesses ensure they’re creating a policy that is easy for consumers to read, understand and consent? Let’s dive in:
Use Plain Talk
While it may seem obvious, the first step to drive true transparency requires companies to make their policy readable by the average person. Clear, accessible language is crucial to guide the reader.
Additionally, companies should consider keeping headings simple and clear, while allowing users to click in on topics where they would like to explore the detailed specifics. Alternatively, businesses can offer users the easier-to-grasp concepts up front to gain a better understanding of some of the more complicated jargon later in the policy.
A great example of this can be found on Lego’s kid-specific website. The company page uses a tone and language that is understandable for a younger audience, while still answering all the important questions: What privacy is, how the user data is leveraged and for how long. Not to mention, Captain Safety’s video creates an engaging customer experience, not often seen in privacy policy webpages.
Don’t Just Write A Policy, Strategically Design It
Besides making privacy policies easier to understand, organizations should also consider making them simply easier to find and, in some cases, easier to read quickly. In today’s crowded market, the average consumer’s focus is constantly bombarded by brands, which, frankly, means they’re oftentimes skimming these privacy policies versus thoroughly reading them.
If a company’s privacy policy is going to be something that people want to spend time with, it needs to catch their eye and keep it for a moment. On the other hand, if a policy looks like an endless scroll of 10-point black font, customers will be desperate to read something else.
Create Consistency By Adhering Policies To Brand Standards
In an effort to build on brand loyalty, businesses should use the same company brand standards in their policy as in other content created for consumers. A recent study found that consistent brand presentation across all platforms can increase revenue by up to 23%. At the end of the day, a uniform brand image, message and voice can bolster recognition — and this extends to a company’s privacy policy.
In short: Don’t hide behind mountains of legalese. Businesses cannot gain consumer trust nor brand loyalty by fooling their customers. Instead, they must gain it with data privacy policies that prioritize clarity, simplicity and transparency in their language and design. Only then can marketing and sales teams conduct effective outreach that ultimately boosts the bottom line.
Nicky Watson is the Founder and Chief Architect of Cassie, a consent and preference management platform that seeks to help businesses build long-term relationships with customers.
