Sites like Trustpilot provide a platform for consumers to express their feelings about an online experience. (Large preview )
In business terms, this leads to lost long-term revenue, less repeat orders, and harder customer acquisition. However, these are not the only costs of manipulation.
The Hidden Cost Of Manipulation
At face value, dark patterns work. If you use them on your website, you will see an increase in users taking action. However, that does not tell the whole story because for every dollar of additional revenue earned; dark patterns could well be costing you more. The problem is that you cannot easily see the costs.
Take, for example, a company I worked with who sold kettles. They decided to automatically add their kettle filters to people’s carts when they went to buy a kettle. That is a classic dark pattern people don’t always notice that the company has added the filter.
Sure enough, the sales of filters skyrocketed, and the e-commerce team was pleased because they were one step closer to meeting their targets.
Unfortunately what they were not aware of was what was happening elsewhere in the company.
The marketing team who ran the companies social media channels found themselves having to spend time addressing complaints on Twitter and Facebook.
The customer support team received an increase in calls asking for refunds or complaining. Each call was costing the company £3.21, more than the profit margin on the filters.
Then there was the cost of processing the returns. Filters had to be assessed and then restocked, costing yet more money.
In short, dark patterns are rarely as profitable as they first appear and could be costing the company money, even outside of the online backlash.
Without a doubt, there is a solid business case against the use of dark patterns. However, an academic argument may not be enough to sway clients or colleagues. You might need something more tangible.
Gather Your Evidence
If your company has yet to start using dark patterns, the above argument should help. However, if they are already using them, getting people to change their minds will be tougher. You will probably need some evidence to support your case.
Gathering this evidence will need a bit of detective work on your part, but it could make all of the difference in making your case. With that in mind, where are some places to look?
Search Out Negative Comments
The first place to look is online. Search out every negative comment you can find about dark patterns and your website. If you don’t see any that doesn’t mean people are unhappy, it just means they haven’t shared it publicly yet. However, if you do find comments, they probably represent the feelings of many, many other people.
A simple search on social media will uncover lots of examples of people annoyed by dark patterns. (Large preview )
Talk To Other Teams In Your Company
Speak to those in customer services, returns, marketing or any other department that might have been impacted by the use of dark patterns. Ask them if they have noticed any changes since the company has implemented them. As with the kettle company, you might find some hidden costs.
Run Usability Testing
Ask some people to use your site and see how they react to the dark patterns. I would advise against leading the testers by asking directly about the dark patterns. However, you can ask whether there is anything about the website they dislike or find annoying.
Make sure you record these sessions too, as nothing is more potent than seeing just how frustrated and irritated people get with these kinds of techniques.
Run A Survey
Another approach is to run a survey asking people about their impressions of the website. Did they find it trustworthy? Do they feel the company is putting their interests first?
One particular survey I favor is one that shows on exit-intent if the user decides not to take action. The one question survey asks them why they chose not to take action and offers them a list of alternatives.
A simple survey can help assertion how dark patterns are influencing people’s attitude towards your website. (Large preview )
One of the options could be that the site felt manipulative or untrustworthy. That would give you an indication of if users are aware of the dark patterns and whether they are influencing the buying decision negatively.
That works even better if you can compare answers between users who have seen the dark patterns and those who haven’t.
Of course, the best evidence of all is where you can tie dark patterns to financial loss for the company. That is not always easy to do, but with some educated guessing, we can often estimate.
Let’s imagine one in ten people who completed the exit-intent survey said that they didn’t act because the site felt manipulative. That would mean that by dropping dark patterns, the site could see 10% more people taking action. If you know the number of visitors to the website, you can work out how many extra orders that would be. You can then also work out the average value of each order, and that provides a financial cost of dark patterns.
Would that number be 100% accurate? Absolutely not. However, it would be enough to make stakeholders stop and think. At least it will if you present it in the right way.
Pick Your Moment And Method
In my experience, one of the significant reasons that our appeals to drop dark patterns fall on deaf ears is that we approach it in a confrontational manner. We argue passionately for the removal of dark patterns in a meeting, often with the person who introduced them in the first place. That is never going to end well.
When we confront people in this way, they become defensive, especially when you are criticizing them in front of colleagues.
My recommendation is that once you have formed your argument and gathered your evidence that you speak to each of the critical stakeholders individually.
Not only does this approach avoid people feeling attacked in a public forum, but it also allows you to tailor the argument you present for whoever you are talking to.
For example, if you are talking to a marketing person, you could talk about the damage dark patterns have on a brand. However, if you are talking to a finance person, you can discuss the hidden costs of dark patterns.
Most of all, we need to make these arguments with sensitivity. We should not imply that stakeholders were wrong to suggest or try dark patterns. That is simply too confrontational.
You will see better results if you talk about the evidence that you have uncovered and the research into the subject that you have done online. Talk about it being a nuanced issue and a delicate balance to achieve. In short, be conciliatory, rather than confrontational.
I am not claiming that if you adopt the approach outlined in this article, you will see success every time. However, I do believe you will see more progress than lecturing colleagues about ethics and applying that they are unethical in their approach.
(ra, il)