Don’t Disrespect Users in Pursuit of Micro Conversions

Sears.com: This modal includes a classic example of a manipulink.  A prompt, Enter your email to get started is followed by two “creatively” labeled options: Show Me The Deals, and the manipulink, No thanks, I don’t like deals. The text actually stating that users will receive promotional emails is the least noticeable on the page. Although manipulinks may in fact cause people to pause, consider, and even convert in higher numbers, there’s a hidden tradeoff involved. This approach will negatively impact your user’s experience in ways that aren’t as easily quantified with A/B testing. The short-term gains seen by increased micro conversions will come at the expense of disrespecting users, which will likely result in long term losses. Are a few more newsletter signups worth lower NPS scores? Or a negative brand perception? Or a loss of credibility and users’ trust?

This pattern has always irked me. The "No thanks, I'll have a microwave dinner tonight" example is particularly dirty.

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