Default Bias

People rarely switch defaults without an incentive, so you could experiment with a time-limited reward for switching, e.g., 7 days of extended limits.

Dark mode UI featuring "Set as default browser" prompt with blue "BOOST CHATGPT LIMITS" badge, highlighted text on 7-day extended limits, and a white "Set as default" button pointed by an arrow.

Example from

ChatGPT

To counter default bias towards an existing tool, you could remind users of the setup effort they'd face if they skip importing their existing settings.

Split UI with black left panel titled "Get us up to speed" and a blue "Next" button; right panel with radio buttons for Edge, Safari, or manual password entry choices.

Example from

You could nudge users away from their default choice by suggesting a healthier alternative they can swap in with a single click.

UI shows Butter Naan ₹70 with 160 ratings, quantity selector; highlighted is healthier "Butter Tandoori Roti ₹37" option with a red "Replace" button.

Example from

Zomato

Possible impacts

Offering a suitable, pre-selected default could increase conversion rates, as many users will accept it rather than put effort into choosing another path.

As seen in:

Turning a feature on by default, or including it in onboarding, may increase its usage, as many users won't proactively change what's already set for them.

As seen in:

Sensible defaults could help users form habits more easily, as default bias means they don't have to make lots of proactive decisions each time they return.

As seen in:

Nike Changing the default tab

Pre-filling defaults, like auto-generating usernames from real names, might help users complete tasks faster, as they can accept the default rather than type it.

As seen in:

Relying on defaults could reduce the effort needed to get started, which may help keep users motivated, as they can skip decisions they'd otherwise make.

As seen in:

Pre-selecting a package could increase purchases of that option, as default bias means the pre-selected choice is often bought disproportionately more.

As seen in:

Consultant to 100+ companies

Written by Peter Ramsey

Published: 17/08/2023

How to utilise this in your designs

You could set the default tab based on the user's logged-in profile, so default bias works in their favour and they rarely need to switch tabs.

Example from

Nike

When asking users to replace their current default, you could offer a lower-commitment option, like a one-week trial, so breaking the default feels less risky.

Example from

People rarely switch defaults without an incentive, so you could experiment with a time-limited reward for switching, e.g., 7 days of extended limits.

Example from

ChatGPT

To counter default bias towards an existing tool, you could remind users of the setup effort they'd face if they skip importing their existing settings.

Example from

You could nudge users away from their default choice by suggesting a healthier alternative they can swap in with a single click.

Example from

Zomato

Possible impacts

Offering a suitable, pre-selected default could increase conversion rates, as many users will accept it rather than put effort into choosing another path.

As seen in:

Turning a feature on by default, or including it in onboarding, may increase its usage, as many users won't proactively change what's already set for them.

As seen in:

Sensible defaults could help users form habits more easily, as default bias means they don't have to make lots of proactive decisions each time they return.

As seen in:

Nike Changing the default tab

Pre-filling defaults, like auto-generating usernames from real names, might help users complete tasks faster, as they can accept the default rather than type it.

As seen in:

Relying on defaults could reduce the effort needed to get started, which may help keep users motivated, as they can skip decisions they'd otherwise make.

As seen in:

Pre-selecting a package could increase purchases of that option, as default bias means the pre-selected choice is often bought disproportionately more.

As seen in: