Irrestistibly Engaging: Creating Certainty Online

Why do familiar songs have such a strong affect on us? Because your brain recognizes patterns and increases high levels of dopamaine. Our brain is a gap filling machine that craves certainty & prediction. Without prediction, the brain must use dramatically more resources, to process basic experiences. In this episode we will discuss how certainty affects  engagement online:


If you have not seen the 1st video in the “Irresistibly Engaging” video series, please watch it here:

Here is the summary of the main points for your convenience:

Any kind of significant change generates uncertainty. Online, such uncertainty doubles because this context feels different: isolated and not as controlled as the traditional setting.Yet, uncertainty can be decreased in many simple ways:

  1. Provide step-by-step explanations of the processes on your sites. If your customers buy your online programs, explain to them EXACTLY what is going to happen when the purchase  occurs. Will they get a welcome email with the passwords? Will they instantly be redirected to another page?
  2. Post course navigation cheat sheets. Do not assume that everyone is tech savvy. If your product involves, say, a private Facebook group, or a forum- give clear directions on how to set up profiles in these sites, and how to interact with others.
  3. List objectives for each unit of your program and then show that these objectives were met by your customers in some tangible way: will they need to pass a test? Perform? Apply what they learned? How will you and they know that these objectives were achieved?
  4. Create an expectations list for your clients- explain when you will be available, how often will you reply to their inquiries, etc.
  5. When possible provide tech support. If your budget does not allow you to hire a permanent tech support person, –create a list of FAQ with trouble shooting techniques.
  6. Consistently evaluate your customers expectations through mini evaluations.

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7 thoughts on “Irrestistibly Engaging: Creating Certainty Online

  1. Great tips, Marina!!

    I held a webinar where one of the participants was confused about the learning activity. Usually, I provide certainty by communicating the instructions in different ways: out loud, written on the slides (with pictures), and in the handouts to make sure there are multiple ways they get the information.


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