When it comes to designing your website for your small business, the goal should always be to create an enjoyable, user-friendly experience that encourages visitors to take the actions you want, whether it’s making a purchase, booking a service, or contacting you for more information. However, not all design tactics are created with the user in mind. Some strategies, known as dark patterns, are specifically designed to trick or mislead users into taking actions they may not have intended. These practices not only harm the user experience but also damage your small businesses' reputation and website performance in the long run.
Dark patterns are sneaky tactics buried in website design that can lead users down paths they didn’t choose, from unwanted subscriptions to difficulty canceling services. According to a study by the Princeton University Center for Information Technology Policy, more than 1,800 shopping websites were found to use dark patterns to deceive users into making unintended purchases . While these tactics may seem effective for short-term gains, they result in long-term consequences such as lost customer trust, high bounce rates, and poor user retention.
By using dark patterns, you're essentially placing obstacles in the way of your visitors, driving them away instead of converting them into loyal customers. In this post, we’ll break down five of the most common dark patterns, explain why they should be avoided, and offer alternative best practices to help you create a website that builds trust and delivers a positive user experience.
1. The roach motel
The Roach Motel is one of the most frustrating dark patterns out there. It refers to situations where users can easily sign up for a service, but canceling or opting out is an absolute nightmare. Whether it’s burying the cancellation option in obscure menus or requiring multiple steps to opt out, this pattern traps users, making them feel stuck.
While this might help you retain customers in the short term, it creates significant frustration. Users are likely to avoid your service in the future, leading to high churn rates and a damaged reputation. People may even leave negative reviews, warning others about their bad experience.
Best practice to follow instead: Make it as easy to leave as it is to sign up. Create a straightforward, user-friendly cancellation process with clear, visible instructions. This transparency builds trust and shows that your business respects its customers.
2. Forced continuity
Forced continuity happens when a user signs up for a free trial but gets auto-billed after the trial ends without clear warnings. The user may find themselves being charged unexpectedly, often because the cancellation process was not made clear.
This tactic erodes trust. Users who feel blindsided by sudden charges are unlikely to stay loyal to your brand or service. They may also initiate chargebacks, which can damage your business reputation and financial standing.
Best practice to follow instead: Always give users a clear notification before any trial period ends. Better yet, provide an easy opt-out mechanism at the start of the free trial, so users know they’re in control. Transparency goes a long way toward building lasting relationships with your audience.
3. Misdirection
Misdirection occurs when users are led to click a link or button that promises one thing but delivers another. For example, the "Download Now" button could take users to an ad page instead of initiating the download. This pattern manipulates user expectations.
Misdirection erodes trust quickly. Users will feel tricked, which can lead to frustration and prompt them to leave your site entirely. It also damages your site's credibility and negatively impacts your conversion rates.
Best practice to follow instead: Ensure your CTAs (Call to Actions) are clear and truthful. Make sure the link or button does exactly what it says, leading users where they expect to go. Honesty in design helps establish a solid reputation and improves user experience.
4. Disguised ads
Disguised ads are ads that look like regular content but lead users to advertisements or external sites. These ads are deliberately designed to trick users into thinking they’re interacting with genuine content.
When users click on what they think is a helpful link only to find themselves bombarded with ads, it breaks their trust. This not only harms your relationship with the user but also increases your site’s bounce rate as users leave in frustration.
Best practice to follow instead: Ads should be clearly distinguishable from content. Label them as "Ad" or "Sponsored," and ensure they don’t blend too closely with regular site elements. Users appreciate honesty, and distinguishing ads from content keeps them coming back for more.
5. Confirmshaming
Confirmshaming is when websites use guilt or shame to pressure users into taking certain actions, like subscribing to a newsletter. For example, a pop-up might say, “No thanks, I don’t want to save money,” making users feel guilty for opting out.
This pattern creates a negative emotional experience for users. Rather than feeling encouraged to engage with your content, they’ll feel manipulated, which can lead to lower engagement rates and higher exit rates.
Best practice to follow instead: Respect users' choices by providing neutral language. Instead of using guilt tactics, offer positive incentives to opt-in, such as discounts or exclusive content, without shaming those who decline.
Ready to stop using dark patterns in your web design?
Dark patterns may seem like clever ways to boost conversions or keep customers around, but the long-term effects on your brand and customer trust are not worth it. A website that prioritises user experience, honesty, and transparency will always perform better in the long run. At Elevating Ecom, we specialise in creating websites that your users love, ensuring they have a seamless, enjoyable experience every time.
If you’re ready to ditch the dark patterns and build a site that drives real results, get in touch with us today. We’re here to help you create a website that treats your visitors right—no tricks, just treats!