Use defaults to nudge customers towards a membership option

Puls Puls purchase


Puls frames the membership option as the default choice compared to a one-time service, nudging users to sign up for the recurring membership.
a screenshot of the purchase flow explaining how to Use defaults to nudge customers towards a membership option

Business Outcome

Increased membership signups

By defaulting to the membership option and making it look like the better deal, Puls aims to drive more customers to choose the recurring membership over a one-time service. This can lead to higher customer lifetime value and more predictable recurring revenue.

Behavioral Outcome

Customers are more likely to stick with the default membership option

Most people tend to go with the default or pre-selected choice presented to them. By making the membership the default option, Puls leverages this human tendency to guide more users towards signing up for the membership plan.

The Behavioral Science


Defaults refer to the option that is pre-selected or assumed if the user doesn't actively make a different choice. Due to inertia, perceived recommendation, and aversion to change, people are more likely to stick with a default option. Purposefully setting the default can be an effective way to influence behavior and decisions.

How It Works

In the Puls example, the "Click & Fix Standard" membership option is pre-selected and framed as the better choice. The one-time "No membership" option is presented as the alternative that the user would have to actively switch to.

By setting the membership as the default and highlighting its benefits, Puls makes it the path of least resistance, increasing sign-ups.

How It Might Backfire

If users feel manipulated or that the default membership is not actually in their best interest, it could breed resentment and damage trust. It's important the membership provides real value and the one-time option is still clearly available for those who prefer it. Overly coercive use of defaults can backfire

How To Test

To test the impact of defaults, try an A/B test showing one group of users this framing with the membership pre-selected, and another group an alternate framing with the one-time option or neither option pre-selected. Compare membership sign-up rates between the two groups to gauge the effect of the default on user behavior

Frequently Asked Questions

To enhance a product-led growth (PLG) model using Puls's purchase tactic, implement default options that nudge users towards higher-value choices, such as memberships or premium features.

By pre-selecting the membership option during the sign-up or checkout process, you can leverage the power of defaults to guide users towards long-term engagement. This approach can increase the likelihood of users experiencing your product's full value proposition, leading to higher retention rates and customer lifetime value. Ensure that the default option clearly communicates its benefits and aligns with your product's core value, similar to how Puls frames their membership as the better deal.

To improve conversion rates using Puls's purchase tactic, implement default options that guide users towards desired actions or higher-value purchases.

Set the default choice to the option that provides the most value to both the user and your business, such as a membership or premium plan. Clearly highlight the benefits of this default option, making it appear as the most attractive choice. This approach can increase the likelihood of users selecting higher-value options, potentially boosting average order value and customer lifetime value. Remember to maintain transparency by clearly presenting alternative options, ensuring users don't feel manipulated or pressured into a decision.

To optimize your website using Puls's purchase tactic, strategically implement default options throughout the user journey to guide visitors towards desired actions.

For example, pre-select the membership or premium option on pricing pages, highlighting its benefits compared to one-time purchases or lower-tier options. In the checkout process, set the default to the option that provides the most value to both the user and your business. Ensure that the presentation of these defaults is clear and user-friendly, with easy options to change if desired. This approach can streamline the decision-making process for users, potentially increasing conversions and average order value.

To A/B test Puls's purchase tactic, create two versions of your purchase or sign-up process: one with the membership or premium option pre-selected (version A) and one without any pre-selection (version B).

Randomly assign visitors to each version and measure key metrics such as conversion rates, average order value, and membership sign-ups. Additionally, track user behavior within each version, noting how often the pre-selected option is kept or changed. Complement this quantitative data with qualitative feedback through user surveys to understand the perceived value and user experience for each version. Analyze the results to determine which approach leads to better outcomes for your specific product and user base.

Puls's purchase tactic improves user experience by simplifying the decision-making process and guiding users towards options that potentially offer more value.

By pre-selecting the membership option and framing it as the better deal, Puls reduces cognitive load for users who might otherwise struggle to choose between different options. This can make the purchase process feel smoother and less overwhelming. Additionally, by highlighting the benefits of the membership, users are more likely to consider the long-term value of their purchase, potentially leading to higher satisfaction. However, it's crucial to ensure that the default option genuinely provides value and that alternative choices are still clearly available to maintain a positive user experience.