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Goal Gradient Effect
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People often become more motivated, the closer they get to their goal (i.e., milestone or achievement).
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Introduction
The key is that they can see their progress—this is why progress bars and step-indicators are so influential in design.
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Potential impacts
Conversion rates
- As you get closer to your goal, you're likely more motivated to reach it.
- This is partially due to the investment you've already made in the process (the sunk costs).
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Written by Peter Ramsey
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