Radio buttons and order forms


So I finally got on Amazon to order those holiday gifts, before the real rush begins next week.

I ordered more than their minumim $25 for free shipping. And I was awed to see that they had automatically pre-checked a faster shipping rate — one that I had to pay for. In other words, if I didn’t know that they offered free shipping over $25, or wasn’t paying attention, they would have taken my money.

Amazon, I’m surprised at you. Yes, I know that you always need to make money, like the rest of us, but don’t pre-check radio buttons. Especially don’t pre-check radio buttons that work in your favor and not necessarily in the customer’s favor.


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

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