Some brands use methods and practices “dark” with respect to user experience; this with the objective of stimulating sales, collecting data, etc. These methods are diverse and varied, such as sending confusing subscription messages to newsletters where the consumer does not understand what he is subscribing to and what he will receive in exchange. It can also be the obligation to register in order to receive a service in exchange. All of these methods can be used in a way that benefits customers. They only become “dark” only when used unethically.
The key is to provide transparency with everything your brand does online, so a customer knows where their data will be collected, how it will be used, and what to expect in any communication from you. In this article, you will discover a summary of the methods known as “dark UX», and above all, you will learn how to use them in an ethical way. You will see, the line is fine between good practice and "dark UX "!
#1. The sales countdown
The famous “flash sale” type countdown timer is very often used by merchants. However, most of the time this creates unnecessary urgency because the remaining time of the promotion is not really the time remaining to benefit from the discounted price. Too much encouragement of impulse purchases is not “good” practice. The countdown can be a good technique if your offer is truly time-limited. Some brands use countdown timers to create a false sense of urgency to increase sales in the short term. We think this is a mistake. It's not very ethical behavior to push the consumer to buy when your offer will be available longer. In the longer term, if consumers realize that they bought on a whim while the next day the offer is still available, this will damage the image they have of you and they risk to feel betrayed.
#2. Confusing registration messages
There are various unethical ways to encourage newsletter signup. But there are also ways to do it right. Customers must truly understand what they are signing up to. Your sign-up messages should be clear and unambiguous. If this is not the case and you deliver a message that does not make it possible to understand from a quick reading what consumers are committing to, you risk not succeeding in increasing the number of your subscribers. Or, consumers will subscribe for a while but quickly unsubscribe. It is not by hiding from individuals what their email address will be used for you that you will be able to create a relationship of trust with them. On the contrary, play the card of transparency!
#3. Abandoned Cart Reminder Emails
If a customer is filling out a form or buying something online and they are distracted but have provided their email address, it is not prohibited to send them an email. However, although it does not break the rules, it is better not to carry out a promotional campaign on these emails. A reminder that the shopping cart is still pending may be a good idea, but attempting to sell many related items is likely to fail and be seen as intrusive for the user who has not knowingly chosen to receive your emails. If an individual has abandoned a registration process, you can send a reminder email with a link to the landing page where he logged out with quick tips on how to complete the process. Be careful not to use overly persuasive language or over-emphasize what they will “miss” if they don't sign up right away.
#4. The overflow of purchase incentives
It's great if your business has a large selection of products you want/can showcase, but many brands don't make the right choices when trying to entice customers with a million offers or products. different in the hope that one or two will convert. While we all appreciate having a choice or getting a bargain, sometimes it's just too much! Often a customer simply wants to be directed to what they want or need. Again, there is a fine line between the right way and the approach « dark UX ». This is to ensure that any promotion is as relevant and targeted as possible without offering dozens of different products.
In the end… it is better to avoid “dark” practices UX "!
There are several ways to stimulate consumer spending, all in an ethical way. For brands, avoid being accused of practices “Dark UX» is to understand the psychology of customers and use it in a way that is mutually beneficial. The customer must be delighted with his purchase and above all he must be ready to relive the shopping experience that you have been able to provide. Either way, if you're trying to push something the customer doesn't want (whether it's product purchases or a marketing practice they don't accept), whatever method you use, it's unethical and more importantly, it won't help your reputation and image!
