The spread of deceptive patterns

Deceptive patterns are common in digital design and web practices. A study from 2019 by Princeton University and the University of Chicago revealed that over 10% of 11,000 popular e-commerce sites used deceptive design patterns.^[1]

The widespread nature of deceptive patterns can be attributed to two main factors:

• A/B testing and conversion focus: With the rise of A/B testing to optimize conversions, many companies use deceptive design tactics to boost immediate results. For instance, a service might hide the Cancel Subscription button while highlighting the upgrade option, pushing users to make a choice that benefits the company.
• Copycat designs: Companies often replicate competitors' designs, which can lead to the spread of deceptive practices. For example, if a well-known retailer uses misleading sale countdowns to create false urgency, other retailers might adopt the same strategy, believing it's an industry norm.