Ways to Increase Sales 332% by Creating a Perception of Urgency
Build Real and Implicit Urgency. 5 premises that increase the perception of urgency and make the perception of urgency effective. 5 Ways To Increase Sales With A Perception Of Urgency
A few years ago I started a Groupon opportunity for musicians. I sold the $ 1,250 package for just $ 69, including registration time, iTunes distribution and guitar string supply. The deal was only valid for a period of 100 hours and there were only 5,000 available and I sold them all.
First of all, let me state that I have made a significant investment in this campaign. I just spent four months assembling these products, not only that, but I also spent a significant amount of my personal savings to ensure that the campaign was everywhere for these promised 100 hours.
There was a lot to do. Moreover, considering all the money I spent and the effort I spent, this idea had to be kept.
Since my job was overwhelming and I knew that what I promised on the occasion would affect a large audience, I focused on determining the conversion rate first thing. Because even a 1% increase in conversion rate could multiply my sales.
Fortunately, my obsession with conversion rate did not go unnoticed. I managed to increase my conversion rate from 2.5% to 10.8%.
A number of factors influenced this increase, but the most influential of them was to create a "sense of urgency" - a perception of urgency blended with the principle of scarcity.
Do you also want to increase your sales? So let's examine how this sense of urgency that I added to the sales process increased my sales.
5 premises that make the perception of urgency effective
I came across this urgency-building model at the start of my digital marketing career, which underpins every conversion rate optimization change I've ever made:
Do you want to increase the probability of any transaction you desire? Are you dreaming of an increase in conversions, click-through rates or email engagement?
If yes, follow these steps:
- Increase the clarity of your proposal.
- Adapt the relevance of your offer to your target audience.
- Improve your value proposition.
- Reduce buyer's concerns about purchasing (in other words build trust).
- Reduce distractions.
- Add a sense of urgency to your proposal.
- Are you confused?
Let me explain each item I have listed in detail through this Groupon opportunity I mentioned. Because the first five of these items are very important in terms of the effectiveness of the urgency perception on increasing sales.
Before publishing this 100-hour Groupon deal that makes up our example, I increased the clarity of the offer by posting a similar version of the deal on music forums. With such a move, I also managed to get feedback from my target audience.
I also used social media services like ConceptFeedback (this app is no longer available) and Dribbble to improve my visual design.
Thanks to this pioneering opportunity I released, I solved many communication problems that limited conversions, such as offering a “music contracts package”. Some musicians considered this to be buying pre-signed contracts from recording companies.
In fact, what they bought was just a compilation of music contract templates.
You can take these steps to increase relevance:
You can tailor your offer to your target audience or
You tailor your target audience to your offer.
I chose to take advantage of the second approach.
Before I got to work, I "tested" hundreds of traffic sources, from Reddit Ads to specific music forums. I wanted to know which traffic sources I should prioritize during the actual campaign.
Finally, I finished by creating a Google Analytics dashboard that clearly shows which sources will drive the most relevant traffic.
Thanks to this, I could not only learn where or when my customers (not just my visitors) were coming from long in advance, but also that guitarists were almost three times more likely to buy than drummers, or my conversion rate was the highest in the country. Moreover, I now knew much more about my target audience.
3- Value Proposition
Every common sense person suggests that the best way to improve your value proposition is to add much more to the content of your proposal. I already had a product package that I offered for $ 69 and was originally worth over $ 1,250. Why would I not add more to this package and improve my offer further?
Adding more to my offer was actually something that could lower my conversion rate even more. Those who make good use of A / B tests know that paradoxes can occur anywhere. -G. As K. Chesterton said, “The paradox is just a reality that shadows the visible in order to distract us.” (A / B Test is a behavioral test application made to get an idea of which of the two methods will work better in situations that are in between. Especially in web site design, Widely used in the content of marketing campaigns, e-mail marketing).
So what happened next?
When I increased the value of the offer, I also increased the amount of effort each customer put into getting that value.
Selling 1000 books is not as good as selling 50 books. Although technically it seems like 20 times more valuable, the effort spent on reading and storing 1000 books is ludicrous and cannot be expected to be very useful.
As you can see, value is not always created by adding more. For this reason, few decisions will show that you are on the right track if you adopt the most loss principle.
4- Reduce anxiety.
Have you ever gone to buy something with a feeling that something is wrong?
This is the buyer concern.
Receptor anxiety is the restlessness we feel when there is a disconnect between what the logical and emotional side of our brain tells us. In fact, it mostly has to do with trust.
In the context of online sales, this concern can be experienced when you purchase items from a website that cannot be considered reliable, does not offer modern payment transactions, or has an outdated design.
An ugly, outdated web design damages the trust of the buyer towards you and increases buyer anxiety.
For this opportunity, I prepared a 30-day money-back guarantee and a frequently asked questions section containing almost every question asked in live chats, eliminating the potential risks as much as possible.
Having one person willing to ask the question means there will be 100 more people who are curious about the same topic but don't bother to ask questions.
5- Reduce distraction.
Eliminating distractions is the most controversial aspect of conversion rate optimization. Some experts recommend removing all internal and external links except your call to action to make it harder for viewers to evade conversion.
Reducing distractions is also a balance; because you don't want buyers to feel like they are forced to buy
I had a different perspective, believing that it would be much better to find a balance between a good user experience and a highly converting design with as little distraction as possible.
There was no navigation, advertisement and internal linking in this special sale offer I prepared. The options for viewers were limited only to the options to contact us, read the frequently asked questions page, or get more product information. The user did not feel like they were on a sales page in this experience, nor was the design distracting.
6- Increasing the Perception of Urgency
There's a reason why urgency is at the bottom of this list. It is that the above five points are important premises in making the urgency effective.
If your offering is full of distractions or your value proposition is seriously awful, creating a sense of urgency won't do any good. Even if your proposal is not closely related to your target audience, or if your target audience does not trust you, the urgency of the situation will be doomed to remain completely dysfunctional.
As you'll understand, urgency is a powerful catalyst, but it's useless alone.
Do you think you are applying everything I mentioned in my article step by step? So let's look together at how urgency can skyrocket the conversion rate of sales deals.
There were two variations that we subjected to A / B testing for the landing page of the Groupon offer, which is an example for our article. The only difference between the two was that one was about urgency and was concerned with how many products were purchased, and the other was independent of them.
This was one of the most effective A / B tests I've ever done. The conversion rate of the B variation was almost 3 times the A variation.
Then we introduced variation B to all users gradually, guess what happened to our conversion rate? It increased from ~ 3.5% to ~ 10%.
Since the moment I started this campaign, I have been under the influence of the unique power of creating a sense of urgency, and I have used this power in many areas of my sales strategy.
In the rest of my article, I will list the most practical ways (blog traffic and interaction) you can use the perception of urgency to increase your online sales.
Real and Implicit Urgency
Generally speaking, there are two types of urgency: real and implicit urgency. To give an example of true urgency, we can talk about the fact that any offer expires within 24 hours, that is, it will never exist again after that point.
The implicit urgency arises when you nudge your followers to act, that is, when you use words like now and today. In fact, there is no real urgency here. We only suggest that they need to act now.
True urgency is often more effective than implicit urgency, but it is quite difficult to reliably spread real urgency to every sale you make. If it doesn't make sense to create a real sense of urgency, you can take advantage of implicit urgency.
5 Ways To Increase Sales With A Perception Of Urgency
1- State the urgency of the situation in your headlines.
About five years ago, the head of PPC (Pay per Click system) at an agency I used to work with challenged me to write a Google Ad headline with a much higher clickthrough rate than his.
Even though he was a complete amateur, I beat him How Does? I used the same title he prepared, only changing the word "today" to "now".
After this fortunate victory, I repeated this indirect urgency experiment over and over again using a simple "WordPress title A / B test plugin". The results were moving in a predictable line.
According to the results, "control" headlines that did not contain urgency had a click of 0.77%. Adding the word "Today" to the end of the headline increased the click-through rate to 3.94%.
Reducing the urgency by using the phrase "this week" or "this month" lowered the click rate. Not a surprising result, is it? However, oddly enough, maximizing urgency ("now" instead of "today") also reduced click-through rate.
You ask why?
Because the accuracy of the amount of urgency is directly proportional to the content. There are very few people who would prefer to see the word "now" and leave that site. Although they will not leave the purchase until next week after seeing this title, they may not choose to do it now.
However, when it comes to something much more emotionally provocative, for example, “How did I manage to make $ 100,000 per month? People just want to know how to do this job instantly — they don't prefer to leave it for later.
I would love to tell you about the rules for using the words "now" and "today", but the truth is that the use of these words varies depending on the context. Looking back, it often seems that common sense comes to the fore, but the key word in this sentence is "usually" (ie not always).
If you are using WordPress, I recommend installing the split test plugin that will allow science to determine the best option for you. The plugin also does a great job teaching you how to write clickable titles. Moreover, it is also possible to get efficient and critical feedback on which titles will perform best.
2- Add an element of urgency to your calls to action.
One of the best places to take advantage of the implicit urgency element is your calls to action. Of course your headlines can be a call to action in their own right, but here I am "Buy now!" etc. I am referring to action-based calls to action such as buttons.
I ran an experiment on MusicLawContracts.com, a music contract site where I recently worked as a side project, and I wanted to see the difference in urgency and non-urgent conversion rates between their calls to action.
During the checking process, I prepared the "download this contract now" variation in response to the call to action "download contract" and added a limited offer sign with a countdown timer. The result? A little extra urgency led to a 147% increase in conversions.
3- State the urgency regarding the stock situation.
One of the most efficient ways to add a real element of urgency to your landing page is to make your visitors feel like they'll miss something if they don't take action soon. There are two ways to do this:
Hotel comparison websites do a great job of adding stock urgency to their calls to action. Booking.com etc. Search results for accommodation sites or individual booking pages show multiple stock urgency (such as the last 1 room); the aim is to show that any hotel room you will keep will not be available for a long time and to force the buyer to act as soon as possible.
4- Add an element of urgency based on time.
If you have played a time sensitive game, you will also know the possible effects of racing against time, ie ticking of a watch. Having a limited amount of time to do something forces us to act.
Groupon, Expedia and Ticketmaster etc. sites use this technique to increase their conversions.
5- Create a sense of urgency by using color.
Most of us are conditioned from a young age to believe that the color red means urgency. Stores often paint the word "Sale" red when they have limited time sales. (The most urgent and most important road signs are also often red.)
In my studies, I tried to show the current stock and the remaining time with the following three colors (green, orange and red). According to the results of the studies, red had the highest conversion rate. (This was the answer to the question "Which color transforms best?"
Colors, you can see, are one of the most effective weapons at the center of our arsenal, telling us that we need to be careful or act fast.
There is hardly any situation where a small amount of real or implicit urgency cannot increase your conversion rate. However, it is important that you do not abuse urgency as well as anything that will give us a huge advantage.
The next time you create an email subject line, landing page copy, or a PPC (pay-per-click) ad, consider what you can do to add some urgency (or scarcity) to your service.
Finally, while researching this article, let me also note that I was surprised at how few case studies on sites that use urgency or scarcity to increase their sales. If you have made an experiment on the subject or are aware of a case study, please feel free to share them with us.