Default Effect
We tend to accept the option pre-chosen for us
As we’re unlikely to deviate from default options presented to us, our decisions can be greatly dictated by the system’s creators.
Johnson, E. J.; Goldstein, D. (2003). Medicine: Do Defaults Save Lives? Science 302 (5649): 1338–1339.
The study
Setup
161 people were told that they’d just moved to a new US state and that here, the default was (or wasn’t) to be an organ donor. They were then asked to accept or change this donation status.
Results
Results showed that only 42% donated when the default was to opt out, but 82% when defaulted to opt in.
In detail
Key Takeaways
Defaults are powerful. They’re chosen because consumers take mental shortcuts (especially when tired) and because there’s implied trust that they’re the ‘right’ choice. Defaults also act as a reference point against better or worse options. (Dinner et al., 2011).
Defaults can be set around anything: from the standard package you offer to new subscribers, to the pre-set top-up amount for your mobile wallet, to whether each order of pizza should come with salad. Each default can dramatically affect conversion levels and behavior.
Get the balance. Ensure your defaults feel natural and in line with consumer aspirations. The more extreme the default you set (i.e. defaulting to the most expensive option), the more effort consumers will expend weighing up the cognitive / emotional costs of not choosing the default, impacting their experience and reducing overall trust.
Default Effect
We tend to accept the option pre-chosen for us
As we’re unlikely to deviate from default options presented to us, our decisions can be greatly dictated by the system’s creators.
Johnson, E. J.; Goldstein, D. (2003). Medicine: Do Defaults Save Lives? Science 302 (5649): 1338–1339.
The study
Setup
161 people were told that they’d just moved to a new US state and that here, the default was (or wasn’t) to be an organ donor. They were then asked to accept or change this donation status.
Results
Results showed that only 42% donated when the default was to opt out, but 82% when defaulted to opt in.
Key Takeaways
Defaults are powerful. They’re chosen because consumers take mental shortcuts (especially when tired) and because there’s implied trust that they’re the ‘right’ choice. Defaults also act as a reference point against better or worse options. (Dinner et al., 2011).
Defaults can be set around anything: from the standard package you offer to new subscribers, to the pre-set top-up amount for your mobile wallet, to whether each order of pizza should come with salad. Each default can dramatically affect conversion levels and behavior.
Get the balance. Ensure your defaults feel natural and in line with consumer aspirations. The more extreme the default you set (i.e. defaulting to the most expensive option), the more effort consumers will expend weighing up the cognitive / emotional costs of not choosing the default, impacting their experience and reducing overall trust.
Default Effect
We tend to accept the option pre-chosen for us
The study
Setup
161 people were told that they’d just moved to a new US state and that here, the default was (or wasn’t) to be an organ donor. They were then asked to accept or change this donation status.
Results
Results showed that only 42% donated when the default was to opt out, but 82% when defaulted to opt in.
In detail
Pairings
Let popularity guide your defaults
The behaviours of others greatly inform what we ourselves will do. Taking this a step further, when setting up default choices, use what is most popular as the default option to supercharge its effect. Communicate this clearly when presenting your options to reduce analysis paralysis and provide further choice confidence, especially for new customers.
What default options do you present, consciously or otherwise? How can you use the decisions of others to add a level of confidence to them?
Going further, if you wish to change your defaults, think about highlighting the social group that best helps reinforce this. For instance, a coffee shop defaulting to a new premium espresso that is already most popular amongst its online coffee bean subscribers.
Guide through the new and unfamiliar with predefined choices
When we don’t know what to choose, we look for guidance. Defaults offer a great way to navigate the new.
Where can you guide people so that they can take action easily?
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Default Effect
