BJ Fogg's behavior model: for a user to act (B), they need Motivation (why), Ability (easy enough), and Trigger (prompt in the moment).
Does the user want to do this?
Is it easy enough? (reducing friction moves more users than motivating them)
Is there a clear prompt at the moment of opportunity?
Most conversion failures are Ability problems (friction), not Motivation problems.
Audit your conversion flow for each element. Usually Ability (friction) is the biggest lever.