Naming the reason a shipping option is preselected
Hypothesis
A preselected option with no stated reason reads as a sales tactic. Saying why it is selected converts the default from something done *to* the visitor into advice.
CHECKOUT — DELIVERY STEP
- Effect
- +4.1%
- 95% CI
- +1.2% … +7.0%
- Sample
- 18,400
- Duration
- 14 days
- Confidence
- high
Defaults are powerful precisely because people rarely change them — which is why an unexplained one is read as manipulation as often as convenience.
The control preselected next-day delivery with no explanation. The variant kept the same preselection and added a single line naming the reason: most orders to your area arrive next day at no extra cost.
The lift did not come from people switching option. It came from people completing the step at all — the drop-off at delivery selection fell, which is what you would expect if the friction was hesitation rather than preference.
Published July 14, 2026. Anonymized. Sector and surface are retained; the client is not.