Deceptive patterns, also known as “dark patterns,” are design strategies that manipulate users into taking actions they might not otherwise take. These tactics erode trust and can harm your brand’s reputation. Here are five essential tips to avoid deceptive patterns in your website design:
1. Be Clear with Data Usage:
Transparency in data usage is fundamental to building user trust and maintaining ethical standards. When users provide personal information, they should be clearly informed about what data is being collected, the purpose of its collection, and how it will be utilized. This involves writing privacy policies in plain, jargon-free language and making them easily accessible. Explicit consent mechanisms, such as opt-in checkboxes that are not pre-checked, should be employed to ensure users are consciously agreeing to data collection.
Providing a summary of key points from your privacy policy can further enhance clarity, helping users understand their data rights quickly and easily.
2. Products Should Never Sneak into the Cart:
Simply adding an item to a user’s cart without the user’s explicit consent is a manipulative practice that undermines user trust. This strategy can lead to frustration, confusion, and derailment, ultimately damaging your brand’s reputation. To avoid this, ensure that items are only added to the cart when users perform explicit actions, such as clicking the “Add Cart” button. When offering collections or suggestions, make it abundantly clear that these are optional and not automatically included. This respects the user’s input and encourages a transparent shopping experience.
3. Charges Should Come with a Notification:
Surprise charges at checkout can severely damage customer trust and lead to abandoned carts. To ensure pricing transparency, display a detailed breakdown of all costs, including taxes and shipping fees, well before the final step of the checkout process. Real-time updates to the total cost as users input their details can prevent unexpected price changes. Prominently displaying any potential additional charges early in the process ensures users are fully informed and can make purchasing decisions without unpleasant surprises.
4. Let’s Stop Confirmshaming:
Confirmshaming, the practice of using guilt-inducing language to force users to make choices, is unethical and disrespectful. For example, using phrases like, “No, I don’t want to save money” can create a negative user experience to discourage users from downsizing offers. Instead, use neutral and respectful language for options to decline and present the options in a straightforward manner. Ensure downgrade options are visually distinctive and easily accessible, allowing users to make a decision without feeling pressured or embarrassed. This respectful approach leads to more positive interactions and builds trust with your audience.
5. No More False Urgency or Scarcity, Please
Creating a false sense of urgency or scarcity to rush users into making a purchase is a deceptive practice that can backfire. Tactics like fake countdown timers, misleading stock levels, or exaggerated claims about product popularity can erode trust. To build an honest relationship with your users, ensure that any urgency or scarcity indicators reflect actual conditions. Use countdowns and stock indicators only if they are factually accurate and provide clear explanations for time-limited offers. Avoid misleading phrases like “Only 3 left!” unless they are genuinely true. This honest approach helps build long-term trust and credibility with your customers.
