Goal Gradient Effect

Try including an already 'completed' step, e.g., installing the app, in your trial offer, so users feel early progress and prior investment toward the goal.

A 7-day free trial timeline UI with steps: "Install the app" (crossed out, completed), "Today: Start learning" (locked, orange), "Day 5: Get a reminder," "Day 7: Trial ends," on a peach background.

Example from

Babbel Leveraging early progress

You could ask users to pick a specific reward upfront, then frame each daily challenge as progress toward it, so every small task feels like a step closer.

Xbox rewards UI shows a £5 Xbox Gift Card goal with 6% progress at 6300 points, highlighted in green. PC Game Pass and Roblox rewards are also listed with progress bars.

Example from

Xbox

You could match users against similarly skilled peers on leaderboards, so the promotion zone always feels within reach and the goal gradient effect drives effort.

Duolingo app leaderboard UI shows "You unlocked Leaderboards!" tooltip. Promotion Zone highlights ranks, XP, and user avatars, with Peter Ramsey at rank 23 with 29 XP.

Example from

Duolingo

Possible impacts

Users who see they're close to finishing may be more likely to complete sign-ups, trials or purchases, driven by the goal gradient effect and their sunk costs.

As seen in:

Framing each action as progress toward a visible goal might lead to an increase in feature usage, as users feel every step moves them closer to the finish.

As seen in:

Recurring goals, e.g., daily targets or rewards, may help users form habits, as the goal gradient effect motivates them to return and reach the next milestone.

As seen in:

Duolingo Leaderboards & the promotion zone

Users may be willing to put in more effort as they near their goal, so showing the remaining steps could reduce drop-off at moments they'd otherwise quit.

As seen in:

JustFit The goal gradient effect

Consultant to 100+ companies

Written by Peter Ramsey

Published: 18/08/2023

How to utilise this in your designs

When users try to quit mid-task, you could show exactly how many steps are left, so the goal gradient effect makes finishing feel closer than giving up.

Example from

JustFit

In longer tasks, you could experiment with a pause at the halfway point to remind users of their progress, so the goal gradient effect kicks in before motivation dips.

Example from

Try including an already 'completed' step, e.g., installing the app, in your trial offer, so users feel early progress and prior investment toward the goal.

Example from

Babbel Leveraging early progress

You could ask users to pick a specific reward upfront, then frame each daily challenge as progress toward it, so every small task feels like a step closer.

Example from

Xbox

You could match users against similarly skilled peers on leaderboards, so the promotion zone always feels within reach and the goal gradient effect drives effort.

Example from

Duolingo

Possible impacts

Users who see they're close to finishing may be more likely to complete sign-ups, trials or purchases, driven by the goal gradient effect and their sunk costs.

As seen in:

Framing each action as progress toward a visible goal might lead to an increase in feature usage, as users feel every step moves them closer to the finish.

As seen in:

Recurring goals, e.g., daily targets or rewards, may help users form habits, as the goal gradient effect motivates them to return and reach the next milestone.

As seen in:

Duolingo Leaderboards & the promotion zone

Users may be willing to put in more effort as they near their goal, so showing the remaining steps could reduce drop-off at moments they'd otherwise quit.

As seen in:

JustFit The goal gradient effect