Pattern #119: Unselected Or Selected Defaults

Pattern Author: Michal Fiech - Product Growth Manager @ volders

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Unselected Or Selected Defaults
  1. Replace: Preselected Default Recommending

    This pattern asks a very simple question: should choices be unselected by default or should there be some recommended one pre-selected?

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(2 tests)






Ex: Return Visits



Ex: Social Shares


Pattern #119: Unselected Or Selected Defaults
Was Tested by Jakub Linowski

Test #378 Tested on An Anonymous Site Oct 07, 2021

Find Out How It Performed With 2,953 Visitors

Product Desktop, Mobile
  • Measured by adds to cart   |   p-val (?)

  • Measured by completed sales   |   p-val (?)

Here we have an experiment with a variation that preselected an option for a club duration. The control requried customers to first express the choice for how many months they would like to order a product for. Whereas the variation defaulted to 12 months from the beginning.

Impact on adds-to-cart and sales was measured. The experiment unfortunatelly had to be stopped early due to another embedded variation that was performing poorly. And so it does not have many transactions.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #317 Tested on by Michal Fiech Michal Sep 28, 2020

Find Out How It Performed With 11,347 Visitors

Signup Mobile
  • Measured by successful payments   |   p-val (?)

In this mobile experiment, an unselected vs selected payment plan was tested for its impact on sales. The experiment ran on a mid page of a signup funnel where customers were being asked to select one of two payment plans.

Get Access To See The Test Results

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.