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Urgency and Scarcity

Lesson 19 from: Conversion Rate Optimization: Convert Visitors Into Buyers

Rita Cidre

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Lesson Info

19. Urgency and Scarcity

Lesson Info

Urgency and Scarcity

nothing kills an online sale faster than your website visitor thinking, nah, I'll do this later, urgency and scarcity tactics help your customers take action. Now, not in five minutes or an hour or next week, but right this minute, let's go through some common tactics. These are three of the most effective ways to create urgency and scarcity in your landing pages. First, you can offer a temporary benefit for buying. Now this could be a discount or another incentive. Second, Create a feeling of exclusivity. 3rd, highlight low inventory. Let's start with the first tactic offering an incentive. This is probably the oldest trick in the book putting together a temporary sale in this page, Gap is promoting their Memorial Day summer style event. Even though those words hint at this being short term, it's not super obvious to me that it's a temporary sale that will end at some point. For this reason, I'm going to give gap a score of two for average. Now, this is a much better execution of usin...

g a discount to create urgency. Best buy is clearly calling out on this page that their sale will end on monday. This tells me that I better get my shopping done this weekend immediately. In addition to discounts, you can use other benefits to drive urgency. Shipping is a widely used benefit by most e commerce sites. Amazon is again a really great example of this. Check out the nifty countdown clock here. It says if you want to get this item by a certain date, you better order it. Right now. Moving on to our second tactic. Exclusivity, the Yeezy Adidas collection is a great example of using Exclusivity to drive urgency for a product on this page. You can see that some of these sneakers are sold out the easy collection on purpose. Make sure that sold out sneakers are posted on their site, which makes you as a user feel like this product is moving really quickly and I better act now. Probably the most classic example of Exclusivity is the Birkin bag. The Birkin bag is a really expensive bag made by the brand Hermes. In order to get it. You actually need to sign up for a wait list that could take five or even 10 years. The mere fact that you need to sign up for a waitlist creates a feeling of exclusivity that makes it a very wanted item. Finally showing low inventory. My favorite site for this tactic is bookings dot com. In this page. They're telling me there are only three rooms left, so I better book now, the tactic of low inventory is efficient and very commonly used by travel and hospitality sites. But if you ask me booking dot com is by far the best in this case. The low inventory tactic is double effective when they combine it with a high demand message bookings dot com is also telling me that other people are looking at the same hotel or flight at the same time that I'm looking at it. They also go as far as telling me how many people are looking at it again. They're trying to highlight the fact that if I want to book this room, I better get it before others do. You've probably had enough urgency for the day. So let's move on to our next tactic social proof.

Class Materials

Bonus Materials with Purchase

CRO Tactics Cheat Sheet.pdf
CRO Formulas and Definitions.pdf
Fiverr Conversion Rate Optimization Worksheet - Rita Cidre.pdf