Creating a sense of urgency is a sure shot way to get the audience to take intended action. How you ask? Well, it is human nature to grab things that are offered to them at the best price for a very specific period of time. It is essentially the fear of missing out on the great deals that creates a sense of urgency.
FOMO or the Fear of Missing Out is a powerful way to improve conversion rate of your website. Creating urgency, thus, is a tried and tested method to move customers down the sales funnel. There are many other ways too to create a sense of urgency in order to increase conversions on the website, which you will be familiar with after reading the blog.
A quick brief
Sense of urgency always creates a fear in visitor’s mind to buy or share the products that improve the website conversion rate and leads to a high conversion rate.
As you know, scarcity forces us to make a decision. It leads users to buy your products even if they are not in the full mood to do so. You can use different tools like Google Ads conversion tracking tool and Google Analytics for conversion tracking to track conversions. You can also hire a digital marketing agency in order to gain conversion rate optimization services. They implement different strategies on your website that can increase conversions as well as you will get clicks from more genuine consumers.
Sense of urgency can be different for different websites; like if you are running a company that sells products then you can add a punch line for a particular product as “Hurry up! Limited stocks” whereas, if you own a business company that render digital marketing services then you can use the punch line as “Hurry up! Get your free service trial now.”
Tips to create sense of urgency to increase conversions
Reading so far you must have understood why is it important to create urgency in customer’s minds, and the simple answer is to increase website conversion rate.
Here, I’ll be introducing some tips that can actually help you to create a sense of urgency which will help in conversion rate optimization. Following these tips can increase conversions on a mobile website, as well as in general.
Here we go!
Create offers on people needs
Urgency works only if people are interested in your product. I mean, put yourself in the place of customers. Will you buy a product you are not at all interested in even if it’s really cheap? No!
Similarly, if you are creating an offer for your least selling products, then all the PPC (pay-per-click) ads, be it search or display, on it would be a total waste.
If you are hiring a digital marketing agency for display ads management then make sure that they generate proficient offers on relevant products that can bring leads.
Set-up a deadline
If there is no hurry then customers may forget about the product. Limited offers always help in increasing sales and that will again lead to a high conversion rate.
Campaigns with time bounded offers are a sure shot way to increase CTR (click through rate).
Note: You can also improve CTR with new Google Ads extension.
You can always notice these time-limited offers on multi-national e-commerce websites like Amazon. These websites somewhere instruct customers that they have very limited time to avail an offer and are losing time every second.
Create fear in customer’s mind
The more alarming your product ad will appear the more inviting it will look in people’s minds.
People do want the products that are on sale and time bound will make them click your ad much faster.
So, what happens here is that creating ad lines like “Hurry up! Only a few stocks left” will generally build fear. The users that are not even thinking of buying the product now may buy the product because obviously, they don’t want to miss the opportunity.
So basically, there are two ways that can alarm your customers.
You can either opt “limited stock” method or can show competition on the product.
For e.g., have a look at the below given example. The Amazon Company displays a stock limit to create a sense of urgency. This will attract customers’ attention that may improve the conversion rate.
Another way to alarm your customers is to create a sense of competition to the products. In this way, people will want the product more. Not only in the case of selling products, but it also works if we are talking about services. The below example of a hotel offering room will give you clarity of what I’m talking about.
Here, if someone is even a little willing to book a room, will definitely book the room due to the increase in competition for the room and the fear that someone else can book the room at their desired rate, any moment.
Also, if we are talking about digital marketing service providers, people would really like to avail the services in offer time.
Use of right keywords
Using the right call to action is always helpful. It can decide whether the user will fall for your website or run away from it.
Using the right set of keywords can reduce bounce rate that is good for conversion rate optimization. Bounce rate is an important metric in Google Analytics, it determines how quick visitors are bouncing off your website, and perhaps you are not providing useful products or information they are seeking. Hence, low bounce rate is good indicator that you are able to satisfy your customer’s needs.
- Well, there are few call-to-action keywords that you can incorporate to create an effective ad copy.
- Hurry
- Now
- Last day to shop away
- Before it’s gone
- One time only
- Today only
- Instant
- Don’t miss out
- Limited offer
- Limited stock. Hurry up!
Powerful subject line is always beneficial
If you are opting for email marketing for your products or services then a powerful subject line is an effective way to add subscribers and buyers. You can boost both your PPC ads and SEO with email marketing.
It is a simple theory, in order to gain more subscribers, you need to haunt them a little bit and the best way to do it is to create a powerful subject line. As, when the readers will read something like “Get 25% off When You Book by Sunday” or “Receive up to 20% off Big Easy stays.” they will for sure try to avail it as fast as possible.
You can use the above given words to create the subject line for your ad copy.
Use numbers
Whenever a digital marketing agency creates an ad for their client’s business’ products or services, try to use numbers instead of words wherever possible. Have you ever thought why they do so? The answer is to make the ad look more attractive and effective. As for example if you write “Sixty sold” for one ad and “62 sold” for the other one, then the latter will certainly get more clicks and without any doubt will be more effective in increasing website conversion rate. So, using numbers is always a great approach to boost click rates and create a sense of urgency in the viewer’s mind.
Use warm colors
Now, let’s talk about the colors. You might be wondering that how colors can affect conversion rate optimization. To understand this concept; look at warm colors like red, yellow, or orange at first. Now, look at cool colors like blue or green. What colors create a more sense of urgency?
I believe warm colors. Normally, it is seen that warm colors are proven more successful in increasing conversions. Research from hubspot also supports the fact that using warm colors for your CTA buttons can drive more clicks, hence improving conversion rate. Hence, try using warm colors when you want to craft a sense of urgency. Also, try to use those colors for your CTA that stands out from the rest of your page.
Try to keep the pressure on
If you are not pressurizing your clients then it is possible that they will drop the idea of buying products that they need after a long time. They may also discard the idea of purchasing that product after some time.
So, to avoid such situations, what you do is to pressurize them but again not too much. Creating a pressure of time or limited stock will somehow make them buy the product at the initial view.
Suppose, a user visits your online store, chooses different products and adds them to the cart. After that, before making a purchase the user logs out. This happens because the products chosen by that person have no limited time or stock offers. If you create such offers and notify the users of the same then the chances of making a purchase on it will be higher. This will create a sense that if the product is not purchased soon then there might be a chance of losing it. Hence, it will convert the person into a customer that will improve conversion rate.
Product attribute
It is very important to create a product ad that is attractive, astonishing and stands out from the rest of the page. By looking at the below-given image you can notice that the product with limited stock on it is popping out amongst others.
There is a digital marketing strategy of adding rich snippets to your website that can make it stand out on the SERPs (search engine result pages). You can add reviews and ratings that will create trust in the viewer’s mind and that will ultimately help in conversion rate optimization. By looking at the below-given image you can understand the difference between the website that contains rich snippets and that do not contain rich snippets.
Pop-up ads
Pop-up ads are the ads that you notice while opening a website. Digital marketing service providers also use these kinds of ads to pull users to make them their customers.
They are used by many e-commerce websites, as in the below picture you can see a pop-up ad on “Search Engine Journal” home page that is asking for you to join a webinar. In this way, a sense of urgency will be created in the visitor’s mind that will make them click to reserve a seat and as they book the seat a lead will be generated. When the lead is formed the chances of converting it into genuine customers will be high and that will result in high conversion rate.
You can also use this idea to get more leads for your website.
Sending notifications
Sending notifications to your subscribers is a great way to encourage them to visit your website. This will create leads to it that will be converted into fruitful customers in course of time. This will also give you a high conversion rate.
So, let me explain to you what is happening here. Suppose a user logged in to your e-commerce website but found the desired product is unavailable. In that case, the user might click the wishlist option to keep that item in his wishlist. This will send a notification to the user when the product is available. In case if it is not added to the wishlist then also you can send a notification to the user’s mail.
Not only this, but sending a ping message about the new offers and the stock limits is no harm. This will encourage the users to visit your website and buy products and services from there. This will improve the conversion rate as well as call more people to your website.
Different payment plans
The first thought that comes into the customer’s mind while purchasing online is payment. Payments of inexpensive products are okay and the thought of losing money is not so much, but if someone is buying an expensive product like a mobile or laptop then a one-time payment might be an issue.
So, to resolve this, what you can do is that you can introduce safe installment payment options for your customers or clients. You can generate time-limit offers on installments or bank offers to create a sense of urgency.
If you are a digital marketing service provider then you can create offers for services. For example, in the case of content marketing, you can take half payment after creating the content and the other half after publishing it. For that, you must have sharp content writers who know how to create great content so that you can impress your clients and get an approval for publishing it. You can also use specific opening content genres like “How to” content or “A guide to” content.
Another example, in the case of website development you can divide the payments for each step.
In this way, more customers will buy your products in a limited time that will improve the conversion rate optimization.
Be mindful while creating a sense of urgency
Up till now, you must have gotten familiar with some tips that you can use to create a sense of urgency in order to build a high conversion rate.
Here we are going to enlighten you with some points that you should consider after creating a sense of urgency.
- If you are creating a sense of urgency then that doesn’t mean that faster is better. It all depends on a person’s priority. A user is never going to buy your product or services if not interested. So, expecting a sudden increase in website conversion rate is irrational.
- It is possible that a product or a digital marketing service is urgent to someone but that doesn’t give you the sense that it is urgent to others too. Again, priority matters! The priority of a newborn child’s mother is to buy baby products similarly priority of a website’s business owner who is willing to socialize the website will look for social marketing services. Hence, you can see how a person’s needs are going to affect the website conversion rate optimization.
- Sometimes while creating a sense of urgency can cause an error like you could create an offer to some product that is not even in demand. It’s better to analyze customer’s demands and then create an offer on the product.
If we are talking about the services there is no point of creating an offer on PPC reporting services when digital marketing agency is being research on PPC remarketing services.
Final words
Creating a sense of urgency for e-commerce websites is a proven technique to increase conversions. A digital marketing agency also uses this technique to get a high conversion rate for their websites and their client’s websites. It is an idea of creating fear in customer’s minds that will hurry up the customer in making any decision regarding your products or services.
You may get sure that a sense of fear of losing a product can improve conversion rate of your website but relying just on it is something that I won’t suggest. It may be a good factor but you also need to keep other factors like image optimization on your website, landing page optimization, mobile first indexing, website’s speed, and so on. In this blog, I’ve also explained to you some points that you should keep in mind if you are thinking of getting a high conversion rate after applying this tactic.