The decision
A small appliance retailer offers a ₹500 extended warranty. It can preselect the option or show a plain opt-in beside a repair-cost example. In a pilot, 200 customers per arm see each design. Preselection gets 110 attachments and 35 cancellations. Plain opt-in gets 90 attachments and 5 cancellations.
Which design better supports informed customer choice?
Worked solution
Reveal the visual and solution
- Calculate retained warranties, rather than relying on initial clicks. The results are 75 and 85, or 37.5% and 42.5% of assigned buyers.
- Observe when customers notice the fee and exclusions. Use a neutral recall check and compare behaviour for shoppers with and without a companion to explore social influence.
- Keep a clear opt-in and evaluate comprehension and post-purchase complaints. Use a larger trial before attributing the 5-point retention difference to the design.