The Dark Side of Dark Patterns: deceptive design is undermining your CRO efforts

While Conversion Rate Optimization (CRO) typically focuses on positive strategies, a controversial practice lurks beneath the surface: dark patterns. These deceptive design tactics may promise quick wins, but at what cost? Let's explore the impact of dark patterns on your conversion rates and why choosing ethical design is not just moral—it's essential for sustainable success.

What are dark patterns?

Dark patterns are user interface design choices that manipulate or deceive users into making decisions they might not otherwise make. They're the digital equivalent of a sleight of hand, tricking users into actions that benefit the business, often at the expense of the user's experience or intentions.

Why Dark Patterns Matter in CRO

You might be thinking, "If dark patterns increase conversions, aren't they good for CRO?" Let's break down why this short-term thinking can be detrimental:

1. Eroded Trust: Users who feel tricked are less likely to return or recommend your brand.
2. Regulatory Risks: Many regions are implementing laws against deceptive design practices.
3. Lower Lifetime Value: While you might see a short-term boost, manipulated customers often have lower lifetime value.
4. Negative Brand Perception: In the age of social media, deceptive practices can quickly become PR nightmares.

In essence, when you trick your users into converting, you're sacrificing long-term success for short-term gains.

Real-World Example: E-commerce checkout flow

Let's consider an e-commerce checkout process:

Dark Pattern Version:

• Pre-checked boxes for additional products or services
• Hidden costs revealed only at the final step
• Countdown timers creating false urgency
• Difficult-to-find options to remove items or cancel orders

Ethical Design Version:

• Clear presentation of all costs upfront
• Easy-to-understand product options without pre-selections
• Straightforward process to modify or cancel orders
• Genuine scarcity or time-limited offers (if applicable) with clear explanations

In a study by the Norwegian Consumer Council, 42% of consumers reported feeling tricked by dark patterns into spending more than intended [1]. While this might boost short-term revenue, it's a recipe for customer dissatisfaction and churn.

5 Common Dark Patterns to Avoid

1. Forced Continuity: Making it easy to sign up for a service but difficult to cancel.
2. Hidden Costs: Concealing or obscuring additional fees until the last moment.
3. Misdirection: Drawing attention away from important information or options.
4. Confirmshaming: Using guilt-inducing language to discourage certain actions.
5. Trick Questions: Using confusing language or double negatives in important questions.

How to Measure the Impact of Dark Patterns

You might be wondering, "How can we quantify the negative impact of dark patterns?" Here are some metrics to consider:

1. Customer Lifetime Value (CLV): Compare the CLV of customers acquired through dark patterns versus those acquired through transparent methods.
2. Churn Rate: Monitor how quickly customers acquired through potentially manipulative tactics leave compared to others.
3. Net Promoter Score (NPS): Track how likely customers are to recommend your product or service.
4. Return Rate: For e-commerce, check if products sold through dark patterns have higher return rates.
5. Customer Support Load: Monitor if certain design choices lead to increased customer service inquiries or complaints.

Tools like Mixpanel, Amplitude, or even Google Analytics can help track these metrics over time.

Case Study: SaaS Pricing Page

A SaaS company was using several dark patterns on their pricing page, including a fake "Most Popular" tag and hidden terms in small print.

Solution: They redesigned the page with clear, upfront pricing, easy-to-understand terms, and removed manipulative elements.

Result: While initial conversion rates dipped by 5%, they saw a 20% increase in customer retention over six months and a 15% increase in positive reviews.

The Ethical CRO Audit

To improve your own conversion rates ethically, conduct an ethical CRO audit:

1. Identify key conversion points in your user journey
2. Analyze each for potential dark patterns or manipulative elements
3. Develop hypotheses for more transparent, user-friendly alternatives
4. A/B test your changes, focusing on both short-term conversions and long-term metrics
5. Iterate based on results, always prioritizing user trust and satisfaction

Remember, the goal is not just to convert users, but to create satisfied, loyal customers who trust your brand.

The Power of Transparency

Transparency isn't just ethical; it's good business. A study by Label Insight found that 94% of consumers are likely to be loyal to a brand that offers complete transparency [2].

As CRO professionals, it's our responsibility to create experiences that not only convert well but also build trust and long-term relationships with users. So the next time you're optimizing a page, ask yourself: "Am I helping the user make an informed decision, or am I trying to manipulate them?"

Your users – and your long-term conversion rates – will thank you.

#CRO #EthicalDesign #UserExperience #ConversionOptimization #DarkPatterns

Sources: [1] Norwegian Consumer Council. (2018). Deceived by Design. [2] Label Insight. (2016). Transparency ROI Study.