A position says what would prove it wrong. Test each on your own store.

1. Every preselected box is a decision you made for the customer, and it decides more than your copy does.Wrong if flipping a default moves take-up less than your best email ever did.
   Whoever Sets the Default
2. Take-up is not the outcome. A default that raises sign-ups but not reorders moves the cost downstream.Wrong if customers enrolled by default reorder, complain and dispute like customers who chose.
   Good Defaults and Bad Ones
3. Defaults are big and messages are small. Plan an email nudge at a few percent, not a third.Wrong if your holdout tests of nudge emails regularly show lifts above 20%.
   How Big, Really
4. A good default is the answer most customers would give if asked plainly, and nobody is surprised by it later.Wrong if your preselected options have the lowest complaint rates in your stack.
   Good Defaults and Bad Ones
5. A pre-checked paid add-on is a loan against trust, and in the EU and UK it’s unlawful.Wrong if its refunds, tickets and disputes cost less than the extra margin.
   The Checkout Box
6. Consent from a pre-ticked box is worth less than no consent.Wrong if pre-ticked subscribers click and complain like those who ticked it themselves.
   Consent You Can Use
7. The easiest “no” keeps the most customers.Wrong if making skip and pause visible raises cancellations over the next quarter.
   Skip, Pause and Not Now
8. “You’re free to say no” costs nothing and lowers resistance, but in email the lift is small and the evidence weaker than its reputation.Wrong if choice language beats your control by double digits in a properly sized test.
   But You Are Free
9. Fake urgency buys a small lift once and costs trust after.Wrong if a resetting timer beats a real deadline on 60-day orders.
   Real Urgency, Fake Urgency
10. Every urgency claim should survive a screenshot next week.Wrong if “last chance” offers that return within 30 days leave the response to your next deadline unchanged.
    Testing a Real Deadline