We are more likely to do something if it is quick, easy and hassle-free. Even small, seemingly irrelevant details that make a task more challenging or effortful can make the difference between us doing something and putting it off.
Some of the things you can do to make it easy are:
- Change the default. We are more likely to select the default or pre-selected option – for example, most of us never get around to changing the default settings on our phones.
- Minimise the hassle factor. Even something as simple as linking directly to a form, as opposed to a landing page containing the form, can considerably increase the number of people completing it.
- Simplify messages and instructions. Present the key information early, ideally at the top and distinguish it using colour or bolding. Keep language simple and cut unnecessary text.
Case study on switching defaults to boost engagement with EdTech
MemRi is a feature on HegartyMaths, an EdTech platform widely used by schools. MemRi uses retrieval practice – the process of practising familiar content every once in a while to keep students’ memories fresh.
Originally, MemRi was automatically set to being turned off and teachers needed to actively turn it on. We tested the effect of switching the default, so that all HegartyMaths users were defaulted into receiving the MemRi feature.
This simple change had a big impact. In the week after the change was introduced, the number of students with a MemRi goal rose by 42% and the number completing MemRi quizzes rose significantly too.
