Human decision making is complex and often misunderstood. Unfortunate as that may be, it doesn't seem to affect us too much in day to day life. In this post, we'll explore how the wording next to a checkbox can save (or destroy) millions of lives. Sounds unbelievable, doesn't it?
Source: Dan Ariely
The power of defaults
In Europe, organ donation rates vary widely by country. Looking at this graph, you might be tempted to think that participation rates are strongly influenced by religion, culture, or economics. The truth is far simpler:
- Countries with participation rates near 100% had this wording on their forms: "Check this box if you do not want to participate in the organ donation program."
- Countries with low participation rates had this wording: "Check this box if you do want to participate in the organ donation program."
Most people just go with the default option, even when it's a matter of life and death! Here are some creative, measurable ways to apply this to your online marketing:
- Show add-ons, premium product lines, and product warranties by default
- Test an email opt-out checkbox for newsletter signups (only implement if people don't see this as spammy)
- Make the next step in any process a "default" through the use of size, color, contrast, and placement. Visitors should never be confused about what to do next