Great article. This reinforces the "Data informed, not data driven" mantra - you can optimise a feature on your site for a single metric but always take the human effects into account.
It also shows the importance of talking to your users in person. An A/B test may prove that ticking a box by default will get so and so many more users opting in, but it can't show you the look on their face when they realize what you just did to them.
It also shows the importance of talking to your users in person. An A/B test may prove that ticking a box by default will get so and so many more users opting in, but it can't show you the look on their face when they realize what you just did to them.