Motivation is the characteristic of the user that denotes their willingness to take specific action on the website. Content of the website must strive to increase motivation of the visitor to take action by offering specific benefits, alleviating anxieties and minimizing friction to maintain the motivation of the visitor. This is done using relevance, clarity and transparency to make the visitor convert. It is important to increase the visitor motivation to the point that the visitor will take positive action. Highly motivated visitors will tolerate even complex requirements made to them prior to purchase, such as filling out forms, taking surveys or making specific order of actions on the website.