Smart Bear

Randomizing a cancellation dropdown showed its answers were noise. At Smart Bear, the first item in the cancellation reason dropdown was picked most often. After the order was randomized, every option was picked about equally.

Jason Cohen's conclusion is to randomize multiple-choice cancellation reasons or drop them, since people pick the first or easiest option. Other companies reported the same result. In his words: "now all the items were picked equally like, oh, right, it's complete noise."

Lenny's Podcast▶ 19:06