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.