What Makes You Click

VPRO (2016)

Film Review

This is a documentary about the vast amount of A/B design testing* that websites subject us to without our knowledge.

The psychological science behind “conversion optimization” (ie increasing the money we spend online) is becoming increasingly advanced. As “online persuaders” explain to filmmakers, most of us are totally unaware of specific design features that lead us to stay longer and spend more money on specific websites.

For example, most of us find pop-ads extremely irritating. Nevertheless studies show they consistently increase on-line sales by 10-15%.

Facebook constantly reconfigures the design of their newsfeed to increase dopamine surges (dopamine is the main neurotransmitter associated with stimulant addiction) in the brains of their users. Theoretically the pleasurable feelings this produces helps keep visitors on their site longer.  In fact, one psychologist compares the effect Facebook and Twitter invoke to the feeling gambling addicts describe…