Conversion Optimisation
Default Effect
Plain English
People stick with what’s already selected.
Definition
The Default Effect is a cognitive glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term where users are more likely to choose a pre-selected option.
In practice
Used in forms, pricing plans, and settings to guide user decisions.
In context
It carries an ethical weight the other glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term do not. A pre-ticked box that adds cost is using the same mechanism as a sensible default, and users can tell the difference afterwards.
The reality
Defaults strongly influence glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term, sometimes more than the options themselves.
Compared with
Default Effect vs Nudge
The default effect is the observed tendency to stick with what is pre-selected. A nudge is any deliberate design choice using such tendencies. Every default is a nudge, whether or not it was intended as one.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is the default effect?
It is the tendency to choose pre-selected options.
Why is it important?
It strongly influences user decisions.
Where is it used?
In forms, pricing, and settings.
What is a risk?
Manipulating users unintentionally.
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