You’ve likely encountered the cookie pop-up that appears on most websites. Many people click “accept” without fully understanding what cookies are. While those in the digital marketing sector are familiar with the term, many web users are still unsure what a cookie is and how it enhances their browsing experience.
Web cookies are crucial to a website’s functionality. They personalise the user experience by displaying content tailored to their preferences. Digital marketers also rely on cookies for retargeting ads, allowing them to reconnect with users who have previously visited the site.
But what exactly is a cookie’s role, and how can it benefit your website? Our latest blog explores this topic in-depth and discusses what cookies can do for your online presence.
What Is the Role of a Cookie?
A web cookie is a small data file stored on a user’s device that plays a crucial role in enhancing their online experience. Its primary function is to remember information about a user’s visit, such as login details, preferences, or browsing history. This allows websites to provide a more personalised experience, improving navigation and functionality.
Cookies are also vital for businesses, as they help track user behaviour, enabling targeted advertising and retargeting strategies. In short, cookies make websites more user-friendly while offering valuable insights for optimising online marketing efforts.
Are There Different Types Of Cookies?
There are two main types of website cookies: session cookies and persistent cookies.
Session cookies temporarily store information that a user inputs during a visit to a website. These cookies last only until the browser is closed. Once the user opens a new session, they will need to re-enter any information from the previous visit.
Persistent cookies, on the other hand, have a set lifespan. They store user data for a specified period, remembering important details like previously viewed products, wish lists, or incomplete shopping carts. These cookies help users maintain continuity when returning to a website.
For e-commerce sites, cookies are placed as soon as a user lands on the site, tracking their activity as they navigate. This data is used to enhance the user experience by offering personalised recommendations and saving preferences.
For instance, Amazon uses persistent cookies to track users’ searches and viewed products. When users return to the site, they’ll see personalised sections like “Deals For You” and “Related to Items You Have Saved,” based on their previous activity, purchases, or saved items.
Cookies For Ecommerce Websites
The primary role of a cookie is to ensure that users remain logged in as they navigate through different pages of a website, enhancing their overall experience. Cookies also allow e-commerce sites to personalise and refine retargeting ads, which helps create a seamless browsing experience across different websites and social media platforms.
At TSCA, we specialise in retargeting ads for e-commerce and lead-generation businesses. By capturing data from visitors to your website, we create tailored advertisements that keep your brand at the forefront of users’ minds, encouraging users to return and engage with your site in the future.
Did You Know?
According to Baymard.com, around 70% of users abandon their shopping carts. Common reasons for this include unexpected delivery charges, the requirement to create an account or long delivery times.
E-commerce websites use both session and persistent cookies to improve the shopping experience. These cookies ensure that any products added to the cart are saved. If a cart is abandoned, persistent cookies store the items, allowing users to easily return to their cart later without losing their selections.
Are Web Cookies Worth Implementing On Your Website?
Web cookies are essential for businesses to gain insights into their users, helping to enhance the overall browsing experience. These details are used solely to benefit the user, ensuring a smoother and more personalised interaction with the website.
For e-commerce websites, cookies are particularly valuable as they remember recently viewed products. Just because a user didn’t make a purchase during their last visit doesn’t mean they’ve lost interest, and cookies allow businesses to reintroduce those products when the user returns.
