Online shopping has become an essential part of our daily lives, and with the rise of e-commerce, online retailers have to step up their game to stay ahead of the competition. However, in their pursuit of profit, some online retailers resort to unethical practices. These practices are known as “dark patterns” in the user experience (UX) design community. Dark patterns are tricks and techniques used by websites and apps to manipulate users into doing something they don’t want to do. Following are a few things to avoid if you are an online retailer to ensure a positive user experience for customers:
- Online retailers should avoid deceptive practices such as hidden fees, misleading descriptions, and false scarcity. Customers should be able to trust the information presented to them on a website. When retailers manipulate their customers, they lose trust and credibility, which can lead to a loss of sales in the long run. Instead, retailers should provide transparent and honest information about their products and services.
- Online retailers should avoid confusing or complicated checkout processes. Customers should be able to easily navigate the checkout process, and there should be no hidden steps or fees. A straightforward checkout process will increase the chances of customers completing their purchases, and this will result in more sales for the retailer.
- Online retailers should avoid using too many pop-ups and notifications that disrupt the user’s browsing experience. An overuse of pop-ups and notifications can be annoying and frustrating for customers, and they can also slow down the loading time of a website. Instead, consider subtle and non-intrusive ways to promote their products and services, such as email marketing and social media advertising.
- Online retailers should avoid using aggressive or manipulative language to convince customers to buy their products. Customers should feel empowered to make their own decisions, and they should not be pressured into buying something they don’t want or need. Retailers should focus on providing accurate and helpful information about their products and services, and let the customer make the final decision.
- Finally, online retailers should avoid using data tracking and sharing practices that violate the customer’s privacy. Customers should be informed about the data that is being collected about them, and they should have the option to opt-out of data tracking if they wish. Retailers should also be transparent about how they use customer data and should only use it for legitimate purposes.
In conclusion, online retailers should avoid using dark patterns to manipulate their customers. Instead, they should focus on providing a positive user experience that is transparent, straightforward, and respectful of the customer’s privacy. By doing so, online retailers can build trust and credibility with their customers and create a long-lasting relationship that will result in more sales and revenue.
Sources:
https://www.creativebloq.com/news/retail-web-design-dark-patterns-ux
