Sadly, UX ‘dark patterns’ persist for a simple reason: they increase profits.

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There’s a reason that online ticket sellers hit you with those extra fees after you’ve picked your seats and are ready to click “buy.”

Pure profit.

A massive field experiment by Berkeley Haas Prof. Steven Tadelis with the online ticket marketplace StubHub concluded that so-called “drip pricing”—whereby additional fees are only disclosed when customers are ready to confirm their purchases—resulted in people spending about 21% more. It’s a particularly effective strategy for online sales, which in the past two years has overtaken brick-and-mortar shopping.
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#monetisation #darkpatterns #ux #ethicsmatter