What incentive is not: motivation. Your customer comes to your page with their motivation already, remember– you can’t give it to them. So your incentive might help move things along, but it’s not meant to be the sole motivator.
Why we care about incentive: A great incentive can help get things going if your customer is on the fence about something. Maybe an offer for a month of free service is all they need to help make up their minds. Don’t underestimate the power of a great incentive!
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.