Opt in and opt out decisions

Default principle

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1 min 27 sec

Guess, which one has a higher % of people to become organ donors?

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Answer at the end of this post :)

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The principle used here is called "Default".

When two or more choices are given to us, the default one is automatically assigned if we take no action.

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Defaults simplify decisions and nudge people towards a particular option without needing them to actively choose it.

It leverages our tendency to go with the flow, especially in situations where making a choice might feel overwhelming or complex.

Can you give me an example?

Yes, sure...

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A major railroad revised its website, making seat reservations default with ticket purchases for an additional fee unless customers opted out.

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Before this change, only 9% of tickets included reservations. After, it increased to 47%, resulting in an extra 40M annually.

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If we left opting out as the default option, 82% of people agreed to become donors. Only 42% agreed if they had to opt in and select it.

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Now it's your turn...

People will opt in for fewer features than they'll opt out of.

If your offer has optional parts, make sure the default option has them all.

Then, the customer has to remove what they don’t want.

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