The default effect and why preset options control our behavior
A small click with a big impact – why do users so often choose preselected settings, even when alternatives are available? The answer lies deeply rooted in human psychology and provides web designers with a crucial lever for optimizing conversion rates, user experience, and engagement. The so-called default effect influences our behavior in subtle but powerful ways. Those who understand this principle can design websites that guide users intuitively instead of overwhelming them with too many decisions.
Why standards and presets are so powerful
Humans are decision-weary. Every day, we are confronted with hundreds, if not thousands, of choices. From choosing what to eat for breakfast to deciding whether to accept cookies on a website, our limited cognitive capacity influences how we deal with these options. The default effect describes the phenomenon that people tend to stick with predefined options rather than actively changing them.
A study by Johnson and Goldstein (2003) on organ donation impressively demonstrates the power of standards: In countries where people must actively consent (opt-in), the consent rate is often below 20%. In countries where consent is pre-configured and an opt-out is required, the rates reach almost 100%. This behavior can be applied to any type of decision, including in the digital space.
Another study by Dinner, Johnson, and Goldstein (2011) examined the influence of defaults on energy savings. Users who were given an environmentally friendly electricity tariff as a starting point remained with it in 92% of cases. Without an initial default, only 20% chose the more sustainable option. This demonstrates how strongly default choices influence our behavior.
The default effect in web design and its effects
The default effect is particularly strong in the digital environment because users typically have little time and attention. They scan content, make quick decisions, and avoid unnecessary complexity. An unfavorable default setting can frustrate users or even lead to abandonment, whereas clever use of this effect significantly improves the user experience (UX).
Examples can be found everywhere:
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When taking out a subscription, a longer term is often set as the default option, as this increases the likelihood that users will not switch to the shorter option.
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Online shops provide standard shipping methods or certain payment options to simplify the checkout process.
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Streaming services often enable automatic subscription renewal as a default setting to minimize churn.
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Apps and software often offer recommended settings to improve user experience.
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Cookie banners often set necessary cookies to "Accepted" by default, while users must actively opt out of tracking. Caution is advised here, however, as pre-configured tracking cookies can violate data protection regulations such as the GDPR. According to European courts, users must actively consent to tracking (opt-in) rather than subsequently opting out (opt-out). Companies that violate this aspect risk heavy fines and a loss of trust among their users.
A study by Thaler and Sunstein (2008) shows that standards are particularly effective when users are uncertain or don't want to engage in a decision. This is precisely the mechanism that web designers can skillfully exploit.
How to optimally use the default effect in web design
The targeted use of preselected options can significantly increase conversion rates without appearing coercive. But be careful: Standards should not be manipulative, but should always be used in the user's best interest.
Choose sensible default settings. Which option makes the most sense for the majority of users? For forms, checkouts, or queries, the most sensible option should always be set as the default.
Maintain transparency. Users should have the option to change a default setting at any time. An opt-out option that is too hidden can create frustration and mistrust.
Reduce the decision burden. The fewer clicks and adjustments required, the smoother the user flow. This reduces bounce rates and increases satisfaction.
Use A/B testing for optimization. The impact of default settings can vary depending on the target audience. Tests can help determine which basic settings perform best.
Adapting defaults to the user context Dynamic defaults that adapt to previous interactions or location data, for example, can be used even more specifically. Personalization greatly increases the effectiveness of the default effect.
Don't manipulate the user . Standards should always be set with the user in mind. If they are used solely to make subscriptions difficult to cancel, for example, this can damage trust in the brand in the long run.
A practical example of a successful implementation: A large travel portal was able to increase its bookings by 25% by making pre-selection for flexible tickets a standard feature. Users benefited from a better booking experience because they had to think less about possible rebookings. At the same time, the number of support requests decreased because fewer customers wanted to change their tickets afterward.
Another example comes from the e-commerce sector. An online store tested two versions of its checkout process. In the first version, users had to actively choose faster shipping; in the second, it was preset as the default option. The result: The preselected option increased the number of orders with express shipping by 40% without increasing the abandonment rate.
The default effect as the key to better web design
Whether consciously or subconsciously, predefined standards determine a large part of user behavior. Successful web design deliberately leverages this effect to simplify decision-making processes and create a better UX. The rule of thumb is: good defaults make life easier for users, while bad ones drive them into the arms of the competition.
With increasing digitalization and the proliferation of online offerings, the importance of the default effect will continue to grow. Companies that use it wisely and ethically will benefit in the long run. Anyone who wants to design their website not only beautifully but also with a psychologically sound approach should not underestimate the default effect.
Use it wisely, and you'll see how small changes in the default settings can have a big impact on user behavior.
