You may not have come across the term dark patterns, but you are likely to encountered their practice. Dark Patterns are the hidden costs, sneaking things into your basket with default add-ons and trick questions – the measures a website will take to have you sign up to something you didn’t intend to, perhaps inadvertently add that extra £2pm to your insurance when you checkout…
While some of these examples may have marketing departments patting each other on the back for swelling subscribers, increasing incremental revenue and raising retention, the general public are not fans – becoming more wise to the tricks being employed, or bailing out in frustration.
As much as I love Amazon’s Prime service the internet is plagued with people who have unintentionally ended up with Prime, and have difficulty getting rid of the service. If you’ve just signed up for Amazon and you’re placing your first order you’ll be confronted with this as you go through the checkout process.
You’re whizzing through the checkout desperate to stop the kids, excited about a trip to the zoo tomorrow, jumping on the sofa and you see a big green arrow telling your to proceed and Add to Basket. It might be easy to miss the recessive button which looks to take you back, away from the process, but would in fact stop an additional 10% donation being whacked on top of your day out.
Is this the most obvious way to unsubscribe, Yahoo, or are you trying to keep pestering us with your emails?
When you’re signing up for an account you pretty much expect there to be a checkbox – whether you need to tick it to opt in or opt out is usually in the small print, can be a bit of a fiddle, but none quite so much as this example…
So there are a few examples – what dark patterns have you spotted recently? At Organic Interactive, we believe in a more transparent approach which values our clients’ visitors. It is possible to improve conversion without resorting to dirty tactics. To find out more, get in touch.