How To Increase Conversion Rates With Real And Implied Urgency
Aug 30, 2006
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.
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