A default option is one that is pre-selected or pre-chosen for us. Our brains love to make mental shortcuts to save energy. Defaults are the perfect moment for our brains to kick back and let someone else “do the deciding” for us.
You can see defaults at work in online opt-in forms, organ donor applications, and re-purchase options in food delivery apps. The default effect carries an enormous weight in our decision-making process. Defaults can be incorporated into your customer buying journey in many ways, from Facebook lead gen ads that auto-fill contact information to email marketing opt-in checkboxes. Keep in mind, though, that it’s important to keep your recommended defaults balanced. Avoid setting default options that don’t feel natural to your customers—otherwise, they will stop in their tracks.