How Motion Design Increases Conversion Rates for SaaS and Digital Products

Akinwunmi Afolabi – Bio

Akinwunmi Afolabi is a motion designer specializing in creating videos that help digital products scale. With four to five years of experience in the creative industry, he has worked on a variety of projects, using motion to simplify complex ideas, enhance user engagement, and drive conversions for SaaS and digital businesses.

Afolabi’s journey began in Nigeria, where he studied Mass Communication at the University of Lagos (UNILAG). His background in media and storytelling shaped his unique approach to motion design—one that focuses on clarity, engagement, and conversion-driven visuals. Over the years, he has collaborated with businesses looking to enhance their product marketing, user onboarding, and customer experience through compelling motion content.

With a deep understanding of how motion influences user behavior, Akinwunmi continues to craft videos that not only capture attention but also drive measurable business growth. His work stands at the intersection of design and strategy, helping digital products communicate value more effectively and scale in competitive markets.

Interviewer: Afolabi, it’s great to have you here! Let’s start with the basics—how does motion design play a role in increasing conversion rates for SaaS and digital products?

Akinwunmi Afolabi: Thanks for having me! Motion design is a powerful tool in conversion optimization because it enhances the way users interact with and understand digital products. In SaaS and digital platforms, clarity and engagement are key—users need to grasp a product’s value quickly, and motion helps achieve that.

Whether it’s through explainer videos, onboarding animations, UI micro-interactions, or promotional motion content, well-placed animations can guide users, reduce friction, and ultimately lead to higher conversions.

For example, an animated onboarding sequence can reduce drop-offs by making it easier for users to understand key product features. A motion-enhanced call-to-action can subtly draw attention and increase clicks. These elements, when designed with intent, have a direct impact on conversion rates.
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Interviewer: You mentioned onboarding animations. Can you elaborate on how motion design improves user onboarding and leads to better retention?

Akinwunmi Afolabi: Absolutely. First impressions matter, especially in SaaS, where users need to quickly understand how a product works. Without clear guidance, they may abandon it altogether. Onboarding animations solve this by visually guiding users through key actions, making the experience more intuitive and less overwhelming.

Instead of presenting users with static tooltips filled with text, animated walkthroughs dynamically demonstrate how to navigate the interface. This keeps users engaged, reduces frustration, and increases the likelihood that they’ll stick with the product. A well-crafted onboarding flow with motion can significantly reduce churn rates and improve overall user retention.
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Interviewer: Beyond onboarding, how else can motion design be used to encourage conversions in a digital product?

Akinwunmi Afolabi: Motion can be integrated at multiple touchpoints to drive conversions. Call-to-action animations, for example, can subtly guide users toward taking action. A well-designed button with a gentle pulse effect or a satisfying micro-interaction when clicked can make the experience feel more engaging and natural.

Explainer videos also play a crucial role in conversion. Many SaaS companies struggle to communicate their value concisely. A short, engaging explainer video can simplify complex features and make them more digestible for potential customers, leading to more sign-ups or purchases.

Another area where motion is impactful is in progress indicators and loading screens. When users are waiting for an action to complete, an engaging animation can make the wait feel shorter and keep them engaged instead of frustrated. Empty state animations can also guide users when there’s no content yet, providing direction and preventing drop-offs.

Every motion element should serve a purpose. When designed thoughtfully, motion doesn’t just make an interface look good—it actively influences user behavior and decision-making.
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Interviewer: Many businesses hesitate to invest in motion because they see it as a “nice-to-have” rather than a necessity. How would you convince them otherwise?

Akinwunmi Afolabi: That’s a common mindset, but the reality is that motion design isn’t just about aesthetics—it’s about functionality and business growth. Motion plays a psychological role in user behavior. It guides attention, reduces cognitive load, and enhances engagement, all of which directly impact conversions.

There’s also data to back this up. Studies have shown that users retain information from video content at a much higher rate compared to static text. Motion can simplify complex information, making it easier for users to process and act on. When done well, it can reduce confusion, increase clarity, and speed up decision-making—all key factors in improving conversion rates.

Businesses should not be asking whether motion is worth the investment. Instead, they should be asking how much they’re losing by not leveraging motion to improve their product’s user experience and engagement.
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Interviewer: That’s a great point. Are there any real-world examples where motion directly contributed to a SaaS company’s success?

Akinwunmi Afolabi: Definitely! One of the best examples is Slack. When Slack first launched, they focused heavily on playful micro-interactions and smooth transitions, which made the platform feel intuitive and enjoyable. Their onboarding animations helped new users get up to speed quickly, which played a big role in their rapid adoption.
Another example is Dropbox, which gained early traction through an explainer video that simplified its cloud storage concept.

The video alone led to a 10% increase in conversions, helping them scale faster.
Even smaller SaaS startups see the impact of motion. I’ve worked on projects where motion-enhanced product walkthroughs reduced drop-off rates by over 20% within weeks of implementation. The impact of well-thought-out motion design is measurable and undeniable.
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Interviewer: For businesses looking to integrate motion, what are the key best practices they should follow?

Akinwunmi Afolabi: The most important thing is to keep motion purpose-driven. Every animation should serve a function, whether it’s to guide users, reduce confusion, or create engagement. Motion should never be added just for the sake of making something look fancy.

Speed and fluidity also matter. Motion should be quick enough to keep users engaged but not so fast that it feels jarring. Overly long animations can be frustrating, especially in functional UI interactions.

Another best practice is using motion to provide feedback. Users should always know what’s happening in the interface. If they complete an action, a subtle animation can confirm that their input was registered. If they make a mistake, a shake animation or color change can provide instant feedback.

Finally, businesses should test and iterate. Just like UI/UX design, motion needs to be evaluated with real users to see what works best. If an animation distracts rather than enhances the experience, it should be refined.
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Interviewer: Finally, what do you see as the future of motion design in SaaS and digital products?

Akinwunmi Afolabi: Motion design is only going to become more integrated into product experiences. As SaaS products become more complex, motion will play a bigger role in simplifying interactions and making digital experiences feel more natural and intuitive.

I also see a rise in AI-powered motion, where animations adapt dynamically to user behavior. Another exciting trend is motion-driven personalization, where UI animations change based on how a user interacts with a product.
As digital products evolve, businesses that prioritize motion as part of their strategy will have a competitive advantage. It’s no longer just about making interfaces visually appealing—it’s about creating smoother, more engaging experiences that drive growth.
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Interviewer: This has been an insightful discussion, Akinwunmi! Thanks for sharing your expertise on motion design’s role in conversion optimization.

Akinwunmi Afolabi: Thank you! It’s been a pleasure talking about how motion can make a real difference in digital products.