Case Study: DHL achieves 40% increase in CMP opt-in rates with OneTrust PreferenceChoice

DHL Increases CMP Opt-in Rates with A/B Testing and OneTrust PreferenceChoice

DHL, the global logistics leader operating in over 220 countries, needed to become GDPR compliant quickly while preserving as many trackable users as possible. To meet this dual challenge, DHL partnered with OneTrust and implemented its PreferenceChoice Cookie Compliance consent management platform (CMP) across multiple websites.

Using OneTrust PreferenceChoice, DHL ran A/B tests on banner placement, wording, visuals and cookie category descriptions; Phase 1 showed a centered overlay delivered a 20% higher opt-in rate versus corner/bottom banners, and Phase 2 found a left-justified banner with full first-layer category descriptions produced a 40% increase in opt-ins. OneTrust’s solution enabled DHL to maintain compliance while significantly improving consent rates, protecting analytics and marketing performance.

DHL