Understanding the Psychology of Urgency
Why do people act so quickly when they see the words âlimited time offerâ. And why do some offers make us yawn and close the page. The answer is fairly simple.
Urgency triggers in sales messages flip a switch in the brain that says âI want itâ. FOMO, or the fear of missing out, is a fundamental human behaviour. Thatâs why itâs so effective as a motivator. It doesnât matter what the offer is pretty much - discounts, new launches, or exclusive invitations - people feel compelled to buy things when thereâs scarcity.
The time-bound offer acts as a psychological nudge, making them act immediately and increasing sales for brands. Even in cultures that donât enjoy shopping, urgency techniques work wonders by appealing to primal instincts. When used authentically and honestly, this technique boosts sales by appealing to consumer curiosity and their sense of adventure. To be fair though, urgency isnât all about being scared to miss out on something.
Sometimes itâs about aspiration too - wanting something special for yourself, wanting to belong somewhere, or just treating yourself because you deserve it. Brands know this and craft marketing campaigns that give customers a feeling of control over their purchase decisions.
It makes customers feel like theyâre walking away with more value than they paid for and gives them agency over their actions. Sure there are ways to inspire urgency using unethical tactics that border on manipulating buyers into acting faster than theyâd like. But most buyers are sometimes wise to these tricks and eventually stop buying from those brands altogether if it feels too aggressive or uncomfortable.
But done right - with honesty and authenticity at its core - urgent sales campaigns can a bit transform businesses and help even local businesses stay competitive against much larger brands.
Crafting Compelling Calls to Action
Have you ever wondered what makes those âBuy Nowâ and âSign Upâ buttons stand out. Or maybe not. I Assume weâre more likely to get curious only when we get paid for it.
And letâs face it, weâd all like to get paid for just about everything. But back to the point, well-worded and strategically placed calls to action help direct site visitors towards making conversions. And that is crucial for a business.
Now, letâs have a look at what makes an effective CTA. I think the first rule is being specific. Instead of using vague terms like âclick here,â try something more actionable like âGet Your Offer,â or âDownload Your Free eBook. â It appears to me that people are much likelier to take action when they know what theyâre getting in return.
It seems like also, remember that visibility is key. Sort of.
The more prominent your CTA button looks, the higher the probability of it getting clicked on. So try using contrasting colours to make sure your CTA stands out from the rest of the page. Iâve noticed that using urgency in CTAs can be quite effective in increasing conversion rates. Including time-sensitive language such as âClaim Now,â or âLimited Time Offerâ creates a sense of FOMO, which is great for driving sales.
And last but not the least, make sure your CTA buttons are mobile-friendly. With more than half of all online browsing happening through phones and tablets these days, itâs essential for web designers and digital marketers alike to ensure CTA buttons remain clickable on smaller screens too.
Leveraging Scarcity to Drive Sales
I Gather ever wondered why your heart beats faster when you see the words âlimited editionâ on a website or on a little sign beside those very expensive shoes. That feeling is scarcity. The thought that something could be sold out soon can hardly ever make people whip out their credit cards quicker than you can say âsold outâ.
And itâs not just a marketing tactic. Scarcity is a psychological phenomenon, and itâs been influencing buyer behaviour for centuries. Scarcity is the basic economic principle of supply and demand.
We value something more when we believe it will soon be out of reach or if it isnât available to everyone. It ties in closely with our fear of missing out â who wants to lose access to something theyâve wanted for so long. From fashion drops with limited runs to seasonal sales that only last for 24 hours, these tactics make you want to click âcheckoutâ before you can talk yourself out of buying that fifth pair of sunglasses.
And hereâs where e-commerce brands thrive. Sort of. With the help of algorithms and clever messaging, many brands use web plugins and AI-powered tools to show customers whatâs selling fast and whatâs low in stock.
Ever seen those little âLow in stockâ banners when you add something to your cart. They make you feel like you need to act now or forever hold your peace. Sometimes, it might even create a sense of urgency among potential buyers even if they werenât considering buying the item initially.
More or less. Still, there are limits to what you should use scarcity for as an e-commerce business. If your customers feel like there isnât any transparency around actual numbers (for example, by showing items as âlow in stockâ even if they have 200 pieces in inventory), then you risk losing trust as a brand. Sort of.
But perhaps not everyone cares about how much stock is left â some people only want what they like, and they want it now. More or less. So as long as scarcity nudges them in the right direction, then who are we to say otherwise.
Creating Time-Limited Offers
Who doesnât love a bit of urgency. Not me. You, I suppose.
Customers might even say that they do, too. But itâs quite likely thatâs because people donât realise that urgency is what makes us buy. Most of the time, we think weâre making rational decisions about things we want and need. Thatâs not how the brain works, though.
So maybe there is something to be said about time-limited offers in an age where it seems like more and more sales are happening online and without in-store interaction. With social media and even in-person events, seeing other people jump on something can feel a little like FOMO. When you then see the price drop or a limited-edition colourway pop up on your feed, you know itâs now or never - the best kind of urgency. For most businesses - whether in the fashion industry or any other - this is the holy grail of marketing techniques to increase sales while also boosting interest and product demand (which is a nice side effect).
It also helps build customer loyalty when you regularly offer time-sensitive discounts (with reminders via email) or flash sales for everyone who follows you on Instagram. I think it creates excitement around your brand, which leads to long-term loyalty. Why wouldnât customers want to stick around for all the cool new stuff you have planned for them.
Theyâre also extremely effective with customers who are still on the fence about making their first purchase from your business because they need some sort of incentive to âtake a chanceâ on you. Not that you can always count on customers feeling generous enough to take a chance on something theyâve seen for one ad campaign or post but urgency does make all of us buy at least one thing each year that we would otherwise have passed up if it hadnât been discounted so generously (for only 24 hours. ).
Utilizing Social Proof to Encourage Immediate Purchases
Ever find yourself on the brink of buying something, only to be swayed by the reviews or a mateâs offhand comment about the brand. I think we all have. Itâs like this invisible nudge that makes us feel a bit safer or more excited about clicking âbuy nowâ.
This is social proof in action - a sort of subtle encouragement that your purchase isnât just a one-off fluke and in fact, is highly recommended. Quite simply, people are sheep - to an extent.
Social proof in sales means showing potential buyers that others are arguably making the same decision. This can range from showing off how many people have bought the product already, all the way to positive reviews, customer testimonials and even showing that a product is currently trending. Even something as simple as âOlga from Sydney just purchased this itemâ appearing on screen adds a little bit of subconscious urgency. This also helps buyers feel more at ease with their decision to purchase.
If it appears as though everyone is making the same purchasing decision at once, buyers will feel less hesitant about taking the plunge themselves. If youâve ever bought something because it looked like it was being sold rapidly or if a celebrity had recommended it, youâve been convinced by social proof. More buyers means more sales which means even more buyers and even more sales - itâs a self perpetuating cycle that makes social proof such an important marketing tool. By making your products seem popular and highly rated by others, youâre quite simply encouraging buyers to join the crowd.
Implementing Follow-Up Strategies for Lasting Impact
How often do we miss out on a sale because we left it up to the buyer to get back to us. Buyers are bombarded with more choices and information than ever before, making it tricky for them to make decisions. Which is why I think follow-up strategies are a must - but the kind that doesnât put pressure on buyers.
The right strategy can seemingly go a long way in keeping your brand and product at the top of their mind, without being overbearing. I think people usually associate follow-up strategies with persistence, but theyâre really about creating urgency. Sort of.
Thereâs also this misconception that following up means being pushy and going for hard sales, which is where buyers can check out of a conversation. When you stop focusing so much on closing the deal, youâll start noticing more progress through your follow-ups. Once you figure out how your audience thinks and feels, build your communication around that knowledge. Connect with them through common goals or interests instead of reminding them about your products all the time.
Give genuine feedback where you can and take an active interest in your audience. The idea here is to make your communication feel personalised without becoming too involved. Following up with buyers after sales can seem counterintuitive at first glance, but itâs an amazing way to keep them engaged while showing them you care beyond just getting them to buy from you.
Try doing this by saying thank you after theyâve made a purchase or checking in about their satisfaction levels post-purchase - it seems like such a small thing but plays a big part in boosting repeat purchases and loyalty. Sort of.