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.