So, Do landing pages need privacy policies? Yes, if your site falls under certain guidelines. If your website isn’t just a hobby, you probably need to spell out a set of privacy policies for legal protection. Websites with landing pages for marketing purpose and sites that capture data from internet browsing and product ordering require privacy policies to spell out to website visitors what information they collect, whether they share it with another business or website and what they and/or others might do with the data.
Landing pages are key points of entry to your website. Even if you do nothing with the website data, other companies do. Online customers don’t know you or your business, and they have the legal right to know how you will use any information or whether your plan to share the information, such as selling customer lists.
Privacy policies should be included for any home page and landing page. If you’re not sure of the difference, a home page is the main page of your website. Landing pages can be any page in your product catalog, a special marketing offer or a page that provides further information about your products and services.
- The kind of information that you collect
- How you store customer information and keep it safe
- Whether you share the information with other marketers and third-party associates
- What rights customers have to delete information that your website collects
Privacy Regulations that You Need to Understand
The California Online Privacy Protection Act
California has some of the strictest consumer protection laws, and the California Online Privacy Protection Act, CalOPPA, regulates how websites can collect, share and manage data that companies collect from their customers. The regulations go into effect on January 1, 2020, and they will have a major effect on many businesses.
The law simply transfers ownership of personal data to consumers to give them greater control of what companies can collect and use. Consumers can still cede the use of data to online companies, but existing privacy policies should be changed to reflect the changes.
Cookiebot, a new platform that manages consumer consent, scans your website to find all cookies and other tracking technologies. The information that the platform finds is shared with consumers, who can choose which data they’re willing to share with which companies. The technology will be used to comply with CCPA and the European GDPR regulations.
The General Data Protection Regulation
The General Data Protection Regulation, which is similar to the California initiative, protects consumers in the European Union.
PIPEDA, the Personal Information Protection and Electronic Documents Act
This set of regulations is similar to CCPA and GDPR, but the law is Canadian. The act requires that companies can only collect reasonable data that they need to process an order or secondary conversion. For example, companies wouldn’t need your physical address if you’re just signing up for an email newsletter.
You should strive to write your policy in clear language, without jargon and words that most people don’t understand. Keep your statements short and to the point. Your statements must state accurate information about what data you collect, how you use the information, whether you share it and with whom you share it. Key elements to consider include:
- If you change how you use information, you must inform your customers and site users.
- The best policy is to collect only the kind of information that can’t identify individual customers.
- Explain why the information is collected – especially if it’s done to improve service.
- The types of information that companies collect usually includes cookies, surveys, web forms, event registrations, ordering information, newsletter sign-ups and credit card information.
- You should inform customers how long it will take to inform them of changes to your policies.
- If you use analytic tracking, you must inform customers and provide directions on how to disable tracking.
- Explain how users will be informed of policy changes, such as emails.
- Your policy should explain how to contact support if they have any questions.
- A contact address and phone number should be supplied.
It might not seem like a privacy invasion, but collecting names, addresses, email addresses, contact information, age, sex and other information can have serious repercussions if your website is hacked, such as identify theft, Social Security fraud and even direct access to credit card information.
Using Landing Pages Effectively and Legally
Landing pages are important in eCommerce applications because they can be used for so many different purposes. Landing pages can deliver customers to specialty pages that feature products, marketing offers and important content about your business and its products. Landing pages were designed to capture leads and move prospects closer to a sale. However, many customers don’t convert on their first site visit, and landing pages try to capture information to sell those customers at a later date.
Some companies send their customers special greetings on their birthdays, and anniversaries or promote seasonal sales on the customer’s preferred products. Companies can send personalized marketing messages, which are based on the information that a company collects about each customer and his or her buying habits. Some customers prefer personalized, expedited service; others, however, place a greater value on personal privacy and anonymity.
Do Landing Pages Need Privacy Policies in Every Case?