What motivation is: one of the factors that affect conversion. It’s what makes a user want to convert– and it usually comes with the user to your landing page; it’s not created by the landing page.
What motivation is not: something you can control with your landing page. A user brings his or her own motivation to you. Their level of motivation is based on how much they want your product or service before they even get to your landing page.
Why we care about motivation: Of all the factors to consider in conversion, motivation might be the most important. The amount of motivation your user brings with them can affect how hard they’re willing to try to get through your conversion path. Even though you can’t control that level, you can tap into it with the rest of the factors that impact conversions.
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.