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Do³±czy³: 15 Kwi 2025
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 Wys³any: Wto Kwi 15, 2025 07:48 Temat postu: Using urgency to boost online sales conversions |
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Viljo Vabrit is the director of a branch of the well-known company ConversionXL. He has extensive knowledge in the entire field of CRO (conversion rate optimization), and this time he presented how to properly address time pressure and urgency tactics.
Urgency stimulates emotional reactions and leads users to make quick and rash decisions. Despite certain positive effects, it can also be detrimental to sales and brand. The key to successfully using urgency and pressure approaches is consumer research, choosing the right tactics, and testing.
URGENCY – what is it and why do we use it?
Viljo illustrated what urgency is with an example. Let's say you sell potatoes in an online store. With the desire to sell these potatoes as soon as possible, use the following tactics:
you add the offer of the day next to the product on the website,
add a notification that there is only one more potato available,
add the option of express delivery,
add the option of free gift wrapping if the user purchases the product within 5 minutes,
a timeout stating that the 84% off offer lasts for 58 minutes,
notification that 34 other people are viewing this potato,
notification that two people from Austin, USA, have just purchased the same product,
and of course a notification that if the user wants to buy something else, they have the opportunity to take advantage of a special offer in the next 13 hours and receive additional phone number list discounts and benefits.
All of the above approaches can be found on various websites. The question is, do these approaches really work, when can they harm us and when can they be beneficial?
The first and most basic problem that many people encounter is that these types of conditions are not implemented properly on the site . Such approaches should not be available under the same conditions all the time. This means that if a user refreshes the site or visits it under a different profile, they should not end up on a page where they have another 5 minutes to make a purchase, where the site is viewed by 30 other users, etc. Manipulations and simple solutions that you use to increase sales can do more harm than good.
Another problem is that these tactics create friction , forcing users into a state where they have to make a quick decision without any help or additional information. When, how, and which urgency approach will work best depends on the situation the consumer is in, the consumer themselves, and the product.
Using urgency approaches can also have a negative impact on conversion rates!
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So how do you choose the right approach and how do you use urgency approaches correctly?
Urgency is not the same as persuasion and can act as a distraction in the decision-making process. That’s why it’s essential to have an offer that meets the user’s needs and a well-crafted unique selling proposition (USP). This means giving users the feeling that you’re offering a solution to their problem, while also helping them make a quick and easy decision. How can you do this?
1. Find out what consumers really want
First, you need to identify what value is for consumers . Don’t rely on quantitative methods, but rather on qualitative methods that will help you understand how consumers think and what drives them. Consumer research is one of the fundamental things that helps us better understand their buying journey and determine which tools would be most suitable for them. You can ask yourself questions like:
Why did you buy from Company X?
What did you buy?
What is most important to you when purchasing X product/service?
How long was your purchasing process?
Have you compared offers on other sites? On how many sites?
What concerns and doubts did you have?
What questions did you have that you didn't get answered?
What convinced you to buy from us?
What can we improve?
2. Find a suitable approach to help users make a decision
With the help of consumer research, you can therefore conclude which promotions and urgency approaches can be used. However, be careful – the conditions and timing of special promotions are also important. If the products you offer are not unique, play with time pressure approaches. Vary delivery times, package dispatch times and free gifts. If the products are unique, take advantage of limited stock, combining it with various other approaches.
3. Make sure changes to your offer are clearly visible
Once you get to know your users better through research and know which tactics would be more suitable for your product, make sure that all your tactics are noticeable. It happens that various special offers are displayed too discreetly and users don't even notice them. So make sure that everything you change is on the right subpage and that everything is clearly visible.
4. Test!
Testing is a key part of conversion rate optimization. Once you find approaches that you think work, create a hypothesis and test it. You can do this yourself or with the help of tools like: Crobox , Smart Notifications or Jomo . But it is important that testing is an ongoing process, regardless of whether you confirm the hypothesis or not. You should always be looking for the optimal solution.
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