A/B Testing Idea #294 - Display often-used options at the top of drop down lists

Tactic_Display often-used options at the top of drop down lists


Everyone hates filling out information online - the easier and quicker you can make that for your customers, the more likely they are to follow through, complete an action and ultimately convert. One way of doing this is to put the most common answers at the top of drop-down lists as this will allow the majority of your customers to find their answers quickly without needing to scroll through a long list. By shortening the process this way, you will keep the momentum going and encourage them to complete the task and finish their purchase or any other conversion.

Inspired by Nick Kolenda 


  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Autonomy bias (Deci, 1971; Ryan, 2008)

The Research

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

Autonomy bias

We prefer situations that we have control over.

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