How the Default Effect Shapes User Choices
- kmunn87
- Sep 30
- 5 min read
Updated: Oct 1
The default effect is the tendency for people to stick with whatever option has been pre-selected for them, even when it’s just as easy to choose something else.
It plays on our natural bias towards inertia and loss aversion. Humans are pretty lazy and changing a default feels like extra effort. People worry that opting out might mean missing something important, even if the rational pros and cons suggest otherwise.
The effect is so powerful that governments, charities, and businesses use it deliberately as a nudge. Defaults often set the “path of least resistance”, so people interpret them as the recommended or “normal” choice.
But remember; with great power comes great responsibility. The default effect can be incredibly useful for guiding users toward better outcomes, but it can also cross ethical lines if we're not careful.
A GREAT EXAMPLE OF THE DEFAULT EFFECT
In 2020 the UK Government flipped the default on organ donation to 'opt-out' rather than 'opt-in' (where everyone is considered a donor unless they say no). By changing the default option participation in organ donation rose.
It's the same for workplace pensions. They use automatic enrolment where employers must put staff into a pension scheme, and although employees can opt out, very few do.
THE SCIENCE BEHIND STICKING WITH DEFAULTS
The default effect is surprisingly strong. Experiments and observational studies show that making an option a default increases the likelihood that such an option is chosen. But why do people stick with what's already selected?
Decision Fatigue: Making choices requires mental energy. When we're faced with multiple decisions throughout the day, our brains look for shortcuts. Defaults provide an easy path that requires no additional thinking.
Implied Endorsement: When something is pre-selected, people often assume it's the recommended or "best" option. The default carries an implicit suggestion that this choice has been thoughtfully chosen for them.
Status Quo Bias: We naturally prefer to keep things as they are rather than make changes. This tendency to stick with the current state makes defaults particularly sticky.
Loss Aversion: Sometimes changing from a default feels like giving something up, even if we never actually "had" it in the first place.
WHY THE DEFAULT EFFECT MATTERS FOR YOUR WEBSITE
It Reduces Decision Paralysis Too many choices can overwhelm visitors and lead them to make no choice at all. Smart defaults help people move forward without getting stuck in analysis paralysis.
It Guides Users Toward Better Outcomes When used ethically, defaults can nudge people toward choices that genuinely benefit them like opting into helpful security features or choosing more comprehensive coverage.
It Improves User Experience Thoughtful defaults make forms faster to complete and processes smoother to navigate. Users appreciate not having to make every single micro-decision.
It Can Increase Conversions When defaults align with what users actually want (not just what you want to sell), they can naturally improve conversion rates by removing friction from the user journey.
KEEPING DEFAULTS GDPR COMPLIANT
The default effect can be powerful, but under GDPR there are strict rules that stop organisations from relying on it in ways that undermine genuine consent when it comes to collecting data.
This means that consent must be freely given, specific, informed and unambiguous. GDPR bans pre-ticked boxes, opt-out mechanisms, or “silence” as valid consent. That means you can’t rely on the default effect by nudging people into agreeing to marketing or data sharing just because a box was already ticked.
Users must take a clear, positive action (like ticking the box themselves). This means:
No pre-ticked consent checkboxes for marketing emails, cookies, or data processing
Users must actively choose to opt-in to data collection
Consent must be freely given and not bundled with other services
ETHICAL WAYS TO USE THE DEFAULT EFFECT
1. Pre-Select Genuinely Helpful Options Default to settings that benefit the user, like listing their closest options
2. Use Smart Form Defaults Pre-fill forms with common, helpful information like "United Kingdom" for country selection or standard quantities that most people choose. This saves time without manipulating choices.
3. Set Helpful Account Preferences Default new users to notification settings that provide value like security alerts or important product updates rather than promotional messages.
4. Guide Better User Behaviour Default to options that improve the user experience, like auto-saving work, enabling helpful features, or choosing sustainable options like eco packaging.
WHERE DEFAULTS WORK BEST ON YOUR WEBSITE
Donation Forms Suggesting a reasonable donation amount (while clearly showing other options) can help supporters who want to contribute but aren't sure how much is appropriate.
Service Selection If you offer different tiers of service, defaulting to the one that best matches what most users need can simplify the decision process.
Shipping Options Pre-selecting standard shipping (while clearly showing faster options) helps users complete purchases without having to research shipping preferences.
Account Settings Defaulting to privacy settings and preferences that most users find valuable creates a better out-of-the-box experience.
QUICK WINS FOR ETHICAL DEFAULTS
Audit Your Current Forms Walk through your website and identify where you're using defaults. Ask yourself: "Does this pre-selected option genuinely benefit the user, or just my business?"
Test Different Default Options Try defaulting to different service levels or options and see what users actually prefer. Sometimes what you think people want isn't what they actually choose.
Separate Marketing from Service Ensure any marketing opt-ins and data collection require active user choice.
Explain Your Defaults When you pre-select options, briefly explain why. "Most customers find this option provides the best value" helps users understand the reasoning.
MAKING DEFAULTS FEEL HELPFUL, NOT MANIPULATIVE
The key to ethical defaults is transparency and genuine user benefit:
Show All Options Clearly Never hide alternative choices or make them hard to find. Users should easily see what else is available.
Explain the Benefits Help users understand why the default option might be good for them, without pressure or manipulation.
Make Changing Easy Switching from your default should be simple and obvious. No hidden menus or confusing interfaces.
Test with Real Users The best way to ensure your defaults are helpful is to watch real people use them. Do they seem confused? Frustrated? Or do they appreciate the guidance?
YOUR ETHICAL DEFAULT ACTION PLAN
Review all your current defaults Are they serving users or just your business goals?
Separate consent from service Ensure GDPR compliance by making data consent active choices.
Test user-friendly defaults Try pre-selecting options that genuinely help users make better decisions.
Remember, the default effect isn't about tricking people into choices they don't want. It's about removing friction and guiding users toward outcomes that genuinely serve them.
The most successful websites aren't the ones that manipulate users into unwanted choices. They're the ones that make good choices easy and obvious. That's the real power of the default effect: turning good intentions into effortless user experiences.
Every default on your website is an opportunity to show users you understand their needs and respect their choices. Use that opportunity wisely, and you'll build relationships that last far beyond a single website visit.
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ABOUT THE AUTHOR
Written by Katie Di Feliciantonio at Made by Katie, a Surrey-based Wix and Squarespace web design studio.
I work with charities and small businesses, offering tailored packages to suit your needs: Mini Websites for a fast, affordable online presence, Bespoke Website Builds for a fully custom website, and Page Makeovers to refresh and optimise your existing site.
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Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt. 2), 1–27.
Monahan, J. L., Murphy, S. T., & Zajonc, R. B. (2000). Subliminal mere exposure: Specific, general, and diffuse effects. Psychological Science, 11(6), 462–466.
