In 2012, two Stanford University professors, Andrew Ng and Daphne Koller, recognized the potential of online learning to democratize higher education. So, they created Coursera, now one of the largest online learning platforms in the world with 148 million registered users. Like many online education platforms Coursera’s biggest struggle was with low course completion rates. A study by the Massachusetts Institute of Technology (MIT) found that online courses only have a 4% retention rate, on average. But Coursera’s paid course completion rate is an astonishing 55.4% - that’s 1285% higher than average online course platforms. How did they do it? With a bit of behavioral science and psychology of course - applied consciously or not - to their user experience.
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