In the world of offline direct mail it has long been understood that creating urgency increases conversion rates. Typically a special offer of some kind will expire on a particular date.
- Is the same true of the web?
- Do expiry dates or warnings about limited supplies actually work?
- And if so, is there a best way to express urgency, and are there pitfalls to avoid?
To answer these questions Marketing Experiments recently ran some research tests, and conducted an interview with a senior executive from a low-cost computer parts etailer.
The data they collected provides some important insights into how online marketers should best use urgency as a means to increase conversions.
Listen to a recording here [Windows media, 8.85 MB) or here (Real Player, 9.05 MB).
Read the primary research notes here.
Tamara Gielen is an independent email and digital direct marketing
consultant with over 10 years of experience in online, email and direct marketing. 
Hi Tamara,
You have a great blog here. Since I discovered it, I have been neglecting my normal readings so that I have time to peruse your older entries.
I wanted to share with you an interesting find I stumbled across:
http://www.tamingthebeast.net/articles7/countdown-timer-script.htm.
Have you heard of such a thing before? I have been trying to think of a way it could benefit ppc landing pages; but after reading this article, it occurred to me that this may be better suited towards email campaigns.
What do you think? Could matching it in a crafty way between the email copy and landing page give a more realistic sense of urgency? I would love hearing what you have to say on this.
Well, I never thought I would enjoy reading about email marketing so much, but your blog has definitely given me some new perspectives. Not to mention you have turned me onto some fantastic marketing research. Thanks for being so thorough!
Victor
Posted by: Victor | Mar 30, 2007 at 04:14 AM