When it comes to converting website traffic, friction hurts.

Friction is anything that requires the visitor to take extra steps before they take a desired action — like signing up for your newsletter or reading your blog. The more obstacles are in the way, the less effective the website is at creating leads and customers.

Unfortunately, some obstacles are legal requirements.

It’s Q&A Wednesday, and we’re dealing with “cookies,” those little bits of code that track your online activity. They’re used to gather info that’s useful for marketers and advertisers to follow up on. These days, almost every site you visit interrupts your browsing to tell you about their cookies, and invite you to set your preferences.

Is this…necessary?

As with so many questions in business, the answer is “it depends.” Today, we explain what these pop-ups are about, who has to have them, and the one way you can take them off your site — if you really want to. Click Play!

To submit your questions, visit 100mba.net/q.

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Killer Charm | Ep 6 | A Final Trial