Nudge Your Customers Toward Better Choices

Abstract

When car rental agencies include insurance unless you specifically decline it, or software vendors recommend that you click next for a quick install, they're choosing default options for you-covertly or overtly guiding your choices. Well-designed product or service defaults benefit both company and consumer by simplifying decision making, enhancing customer satisfaction, reducing risk, and driving profitable purchases. Ill-conceived defaults (or, simply, defaults no one thought much about) can leave money on the table, fuel consumer backlashes, put customers at risk, and trigger lawsuits-costing companies dearly.