A/B Testing Idea #293 - Indicate popular options as the default ones

Tactic_Indicate popular options as the default ones


Everyone hates filling out information online - the easier and quicker you can make that for your users, the more likely they are to follow through, complete an action and ultimately convert. One way of doing this is to auto-fill fields - such as country, size or colour choice, etc. - depending on what users choose the most regularly. This will allow a large portion of your users to reduce the number of fields they have to fill in and therefore encourage conversion. However, it is also essential to ensure it's obvious and easy to change the auto-fill options so that you're not making the process any more difficult or time-consuming for those other users to whom the auto-fill options don't apply.

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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