OneTrust × DHL
OneTrust x DHL, A/B testing lifts consent opt-ins 40%
40% opt-in rate increase
Compliance burden to marketing advantage
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Why it works
The case study earns its headline number by showing the specific test variables that produced it, moving through two distinct phases with intermediate results before landing on the 40% figure. The mechanism is unusually concrete: banner placement, text depth, and layer structure are each isolated and attributed. The framing that GDPR compliance and marketing goals are not mutually exclusive is a genuine reframe, though it is stated as a lesson rather than demonstrated through a quote from DHL.
Steal this
Narrate the testing methodology in phases with intermediate results before the final number. Showing Phase 1 (20% lift from placement) then Phase 2 (40% lift from placement plus description) makes the outcome feel earned and replicable rather than claimed.
Click to enlarge ↗ This is editorial commentary and curation. The case study, screenshot, and all metrics are OneTrust's published work; we link to the source and lead with our analysis.