A/B Testing Idea #70 - Offer the possibility to remove rather than to add elements when users make their own personalised plan

Tactic_Offer the possibility to remove rather than to add elements when users make their own personalised plan


If you are offering your customers the chance to create their own custom plan then it is better to offer by default the plan including all available features.

Firstly, studies have shown that we are often inclined to simply go with the "default" option as we like to follow suggestions and have our cognitive strain lessened in any way possible. So offering all features as standard will increase the likelihood that people will simply choose to keep them all.

Secondly, it is proven that we are more affected by loss than potential gain and so forcing customers to actively remove features from their plan will draw attention to what they are losing out on and will again increase the likelihood that they will want to keep more features.

Inspired by Nick Kolenda 


  • Anchoring Effect (Tversky & Kahneman, 1974)
  • Loss Aversion (Tversky & Kahneman, 1984)
  • Default Effect (Johnson; Hershey; Meszaros & Kunreuther, 1993)

The Research

Anchoring Effect

The Anchoring Effect describes the way in which people utilise the first piece of information they receive as a point of reference for making judgements about subsequent pieces of information.

Loss Aversion

Loss Aversion explains our tendency to strongly prefer avoiding losses over acquiring gains.

Default Effect

The Default Effect explains our tendency to choose a “default option” if one is on offer.

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