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All of these dark patterns (and more!) are common in the consumer web space. While Ticketmaster is a special level of evil, IMO it's important to note that the

All of these dark patterns (and more!) are common in the consumer web space. While Ticketmaster is a special level of evil, IMO it's important to note that their scummy UX tactics are very much shared by more respectable members of the industry. > "One of the things that was encouraged in the design was to "hide away" things that detracted the user from checking out quickly." This for example is pretty much part of the UX playbook for every consumer web startup of any stripe...

jason_slack 10y ago
I can't agree with you about it being part of "pretty much part of the UX playbook for every consumer web startup". I have worked for companies that are really, really transparent about the "small print". They wanted you to know everything and be well informed. These were companies in consumer space too.
- Silhouette 10y ago
  As someone who often does read the small print (and sometimes does then decide not to do business with a company because I don't like their small print) I tend to think dark things of truly hiding away essential information. On the other hand, as someone who now runs B2C sites and has done some of the testing, it is abundantly clear that providing too much in-your-face information during the checkout process (a) doesn't seem to help those who actually do want to find and act on it, and (b) does do horrific things to conversion rates. For example, on the site for one B2C service I'm involved with, removing the in-your-face link to Ts and Cs and dubious "I have read and agree" check box during the checkout process dramatically reduced the number of visitors who'd go off to the Ts and Cs page and get lost there. They're still linked from the footer of every page in the usual place, and a noticeable proportion of visitors do still visit them while browsing and then continue to sign up. Some of those who got lost in the old design have also since visited again and signed up. So, I think it's fair to assume that it wasn't necessarily the Ts and Cs themselves that put people off before, but perhaps more the distraction effect of sticking another possible option in the middle of the sign-up flow.

jason_slack 10y ago

I can't agree with you about it being part of "pretty much part of the UX playbook for every consumer web startup". I have worked for companies that are really, really transparent about the "small print". They wanted you to know everything and be well informed. These were companies in consumer space too.

Silhouette 10y ago
As someone who often does read the small print (and sometimes does then decide not to do business with a company because I don't like their small print) I tend to think dark things of truly hiding away essential information. On the other hand, as someone who now runs B2C sites and has done some of the testing, it is abundantly clear that providing too much in-your-face information during the checkout process (a) doesn't seem to help those who actually do want to find and act on it, and (b) does do horrific things to conversion rates. For example, on the site for one B2C service I'm involved with, removing the in-your-face link to Ts and Cs and dubious "I have read and agree" check box during the checkout process dramatically reduced the number of visitors who'd go off to the Ts and Cs page and get lost there. They're still linked from the footer of every page in the usual place, and a noticeable proportion of visitors do still visit them while browsing and then continue to sign up. Some of those who got lost in the old design have also since visited again and signed up. So, I think it's fair to assume that it wasn't necessarily the Ts and Cs themselves that put people off before, but perhaps more the distraction effect of sticking another possible option in the middle of the sign-up flow.