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.
Read the primary research notes here.