10 ways online retail can use urgency to increase conversions
Creating a sense of urgency in the customer’s mind can be a great way to increase conversions. There are a number of ways to do it: a cut-off time for free delivery, a message advising that stock levels are low, or limited time sales promotions.
Here are some great examples of e-commerce sites using urgency.
What is urgency?
It’s a useful tactic, as it essentially forces the customer to come to a decision on whether or not to make a purchase, at least faster than they would have done.
For example, if they were just browsing and planning to think about buying later, a time-sensitive promotion might just tip them into a purchase.
The theory is great, but it’s a tactic which could easily be overused. Use it in moderation and it can be effective, use it too much and customers will learn to ignore the message.
It should also be viewed as a way of helping the customer. If stock levels are low for a particular item, it’s helpful to let people know before stock runs out.
Likewise, information on delivery cut-off times can help customers to avoid problems with goods arriving too late for birthdays, Christmas etc.
Urgency messages are generally used for the following messages:
- Low stock levels or limited product availability.
- Promotions with a limited time.
- Shipping offers.
- Dates for despatch of products.