−18.6% conversion: The cheaper default sells worse
A CHF 10 cheaper but reduced default option lowered conversion by 18.6%, a clear lesson in defaults and loss aversion.
The result in one sentence
−18.6% conversion: a cheaper, stripped-back default performed worse.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
Content Manager / Publisher · UX/UI Designer
The more expensive option was preselected and nobody knew whether that helped or hurt.
Starting point
Phone CH with a landline flat rate was the default in the tariff setup.
Leverage
A large share of users never change the default, so the preselection actively shapes the decision.
Team assumption
Cheaper means more attractive, therefore more sales.
What happens when the default suddenly gives customers less?
Hypothesis
A cheaper standard option would increase conversion.
Counter-hypothesis
The reduced service level would be perceived as a loss.
Behavioural basis
Losses weigh more heavily than equivalent gains, the principle of loss aversion.
An A/B test with different defaults in the tariff setup.
Version A
Phone CH with landline flat rate preselected at the higher price.
Version B
Phone without flat rate preselected, CHF 10 cheaper.
Audience
New customers on Connect 40 tariffs.
The more expensive default won despite the CHF 10 premium.
Overall conversion, Connect portfolio
Version A with Phone CH preselected performed clearly better.
Version B
Cheaper Phone default: −18.6% conversion, 92% significance.
Connect 40 detail
Phone CH selected: −56.7%
Cheaper Phone selected
+120.6%
No phone selected
−46.1%, 98% significance
Interpretation
When the stronger option is removed from the default, many people choose no add-on at all. Fear of losing value outweighs the incentive to save CHF 10.
What I take away from it
Price is not always the strongest argument
A cheaper option does not persuade if it comes with visibly less value.
The default sets the reference point
It defines what feels normal, so moving away from it can feel like giving something up.
Defaults belong on the testing agenda
I now test preselection systematically before focusing on layout changes.
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