Certainty is valued highly, and we will pay a premium for it, when outcomes are unknown and potentially negative.
If your customers are taking a risk in buying your product, go out of your way to add more certainty to the process. Explain the steps that follow a transaction, how they will access and use their product, and try to answer questions ahead of time with FAQ sections. This will create more certainty around their decision to buy from you.
Another way to take advantage of this effect is to reinforce steps that have already been taken by your customer. This can take the form of a congratulatory video after completing an important milestone, a checklist containing steps completed thus far, or a breadcrumb navigation to provide context of where in your website a visitor is. This strategy pairs nicely with the Zeigarnik Effect.This effect is different from, but not the opposite to, the Motivating Uncertainty Effect. The Certainty Effect takes hold when we use certainty to create an emotional “security blanket” while facing a risky situation, whereas the Motivating Uncertainty Effect takes hold when we use uncertainty to increase motivation in a less risk-prone scenario.