1. Acquisition  >  Address Customer Motivation

Address customer motivation to reduce SaaS churn

Motivating users to convert and don’t churn needs a balanced approach (between price and benefits). When users are motivated, they're more likely to convert. Address motivation by highlighting your software’s UVP.



The Sims 3 converted from four CTAs (multiple means) to a single CTA (one mean) which resulted in an increase of 43% in conversions.


Highrise increased its conversion rate by 37.5% after removing distractions from their landing page. The new landing page instructs users what they're supposed to do, making their life easier.


Daily Burn improved conversion rate by 20% after making its landing page simple and distraction-free. The new landing page had a single goal and users were motivated to click sign up.

How to use the technique

  • What motivates your audience? Have a clear understanding of what is the biggest motivation of different buyer personas. Do research. Conduct surveys and interviews. Our free churn optimization framework will guide you in the right direction.
  • Improve UX. Keep everything simple. Follow best user experience practices. The easier it is for them to achieve their goal, the better.
  • Highlight benefits on the landing page. The perceived value users’ drive from your software should be higher than the perceived cost. This will improve conversions and reduce churn in the long-run.
  • Clearly mention what they will receive and how they will receive it. A clear goal will keep them motivated throughout their goal attainment journey.
  • Reduce distractions. Don’t offer multiple paths to conversion. Clear CTAs with single output will boost conversion rate.
  • Not all buyers have the same motivation. You cannot motivate all of them with a single landing page. Use data, split tests, and research to understand what keeps them motivated. This free guide has best practices for A/B testing.

Mistakes to avoid

  • Offering multiple offers on a single landing page. When you offer visitors with different options to choose from, it results in friction which reduces visitor’s motivation to take action. Only a single offer should be pitched per landing page so visitors have a clear goal to follow.
  • Pitching software’s features. This is a big mistake. Users compare price with benefits, not features. Clearly mention the benefits that they will get from using your product.


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Research evidence

Huang and Zhang conducted research on how motivation is influenced by alternative means to achieve a goal throughout the goal pursuit. The findings revealed that multiple means to achieve a goal at initial stage increases motivation while towards the end of the process, a single mean keeps them motivated.


At the initial buying stages provide more than one way to reach the goal. In the end of the funnel make the flow straightforward and remove distractions.

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