Tip: Leverage "forced choice" to attain desired outcomes

People often avoid making decisions. Force a choice in order to achieve specific outcomes and get users off the fence.

Steady had a 93% drop-off rate when they asked their users to link their bank accounts. By leveraging forced choice in their wording, this rate increased by 63% (from 7.1% o 11.6%). The copy was originally, "Access our free income tracker" and the options were "Let's do it" and "Maybe later." To utilize forced choice, they changed it to, "Please accept or decline our free income tracker" with options to "Accept" and "Decline." This forced users to make a decision instead of putting it off until later, which led to more people linking their bank accounts. Another factor was probably that "Decline" sounded permanent and more costly. It should be noted that the user was still allowed to dismiss the request by clicking an X button.