Default Opt-In: You want more kolaches
Organ donation saves lives
In some countries, you are not an organ donor unless you explicitly opt-in. In “opt-in” countries, fewer than 15% of people register to donate their organs.
In other countries, you are an organ donor unless you explicitly opt-out. In “opt-out” countries, more than 90% of people register to donate their organs. [1]
Why am I telling you this story?
Avoidable lost sales
This week, we didn’t sell some kolaches that we could have.
Why? We were unable to reach one of the coffee shops to confirm their weekly order.
Finally, after our deliveries had gone out, we got a note:
“Ahh, I’m so sorry! I got busy and didn’t see your messages. I had assumed we had a standing order.”
That got us thinking about default behaviors and how we can remove decision making for both us and for our customers.
Now everyone is default opt-in
From now on, next week, you’ll get the same kolache order as this week, unless you tell us otherwise.
Worst case scenario: you didn’t want them this week. Cool, no problem. We won’t charge you.
It doesn’t cost us much in the less likely case that you wanted to cancel but forgot. But it saves all of us a lot of time in the more likely case that you’re re-ordering.
Bonus: Now we get to build a cool ordering system. You really *can* turn anything into a tech enabled business if you want to.
[1] (source)