#UXUI #design #manipulation #users #techniques #buyers #articles #layout #calltoactions #psychology #colors #emotion #animation #darkpatterns #techniques
Introduction:
40% of e-commerce websites using
deceptive 'dark patterns' to trick users:
The European Commission, in collaboration with consumer protection authorities from 23 EU member states, as well as Norway and Iceland, has conducted a thorough examination of retail websites. The findings revealed that out of the 399 sites surveyed, 148 of them employed at least one of the three 'dark patterns' under scrutiny, indicating misleading practices.
Frankly, the figures are astonishing, if not disheartening. The investigation revealed that 'nearly 40% of online shopping websites employ manipulative tactics to take advantage of consumers' susceptibilities or deceive them.'
Among the findings, 42 websites resorted to using false countdown timers with artificial deadlines for purchasing specific products. In 54 cases, websites guided consumers towards specific choices – be it subscriptions, pricier products, or delivery options – either through their visual design or language.
Moreover, no less than 70 websites obscured vital information or made it less conspicuous for consumers. This encompassed details regarding delivery fees, product composition, or the availability of more affordable alternatives.
Additionally, 23 websites concealed information with the intent of coaxing consumers into subscribing.
And without further ado, let's dig in:
Amazon.com:
1- Misleading "Buy Now" Buttons:
Placing the "Buy Now" button prominently and making it more visually prominent than the "Add to Cart" option can lead users to make a purchase immediately without considering other options like reviewing the product details or checking for additional items they might want to buy.
2- Subscription Sign-Up Flow:
Making it less intuitive or clear to services can discourage users from unsubscribing. This can result in users continuing to pay for a service they may no longer want or use.
3- One-Click Ordering:
While this feature is convenient, it can lead to impulsive purchases. Users might accidentally click the "Buy Now with 1-Click" button, which bypasses the traditional shopping cart and immediately places the order.
4- Dynamic Pricing:
Dynamic pricing involves changing the price of a product based on factors like demand, user behavior, or other market conditions. This creates a sense of urgency, making users feel like they're getting a special deal. However, it may not always reflect the true market value of the product.
5- Limited-Time Offers with Countdowns:
Description: Displaying deals with countdown timers creates a sense of urgency, encouraging users to make a quick purchase decision. This tactic can lead to impulsive buying without thorough consideration.
6- Hidden or Unclear Costs:
Not clearly disclosing additional costs like shipping fees or taxes until later in the checkout process can be misleading. Users may not realize the full cost of their purchase until they reach the final steps, potentially causing frustration or surprise.
7- Scarce Availability Messaging:
Using language that suggests a
product is in high demand or low stock, can create a sense of urgency. This can encourage users to make a purchase quickly, fearing they might miss out otherwise.
8- Sneak into Basket:
Adding additional items to the shopping cart without clear user consent, often through pre-selected checkboxes, can lead to unintended extra charges. This tactic may catch users off guard.
9- Misleading Product Reviews:
Highlighting or prioritizing reviews that may not be relevant or representative of the product's actual quality can mislead users. This can potentially influence purchasing decisions based on incomplete or inaccurate information.
Here's a fun video that sums up:
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