How to create urgency messaging like Booking.com
4 Minute Read
We have all been influenced by urgency messaging at some point in our lives. Ever purchased that dress you somehow convinced yourself you needed as there was free next day delivery for one hour only? Booked a swanky hotel because it was 15% off the standard rate and only 1 room left? Yes, we thought so.
We are now in a world where we have access to almost anything we need, at the touch of a few buttons, with numerous websites selling similar products. As a result, we are spoilt for choice, and retailers are feeling the pinch.
Companies are always looking for ways to raise sales, and creating urgency is an effective method of converting your visitors into customers. In this blog we will show you how to break through your visitors’ mental hurdles to purchase, such as overthinking and waiting too long. Urgency encourages consumers to act quickly, and can often result in increased order values and conversions.
Time limited offers
It is well known that putting time limitations on offers are more effective than allowing them to be open ended. Injecting urgency in your website by notifying your visitors how long is left on the offer encourages them to make the decision there and then. Countdown timers can be used on offers such as free next day delivery, or discounts off purchases. A recent survey found that 71 percent of respondents residing in suburban areas would prefer free home delivery service ahead of free click and collect. If you choose to promote free delivery, be specific to your customers about when the item will arrive. Research has shown that stating the exact time you can expect your item to be delivered is clearer than stating the delivery speed (in days, hours etc).
You can A/B split test different variations of the offers, such as text, position and colours to see which are the most effective at boosting your conversions.
Scarcity techniques, such as highlighting to customers which items are low in stock, ranked first in the most successful e-commerce marketing personalization techniques worldwide as of June 2017. Results show that using scarcity warnings provide an average uplift in revenue-per-visitor reaching 2.9 percent.
We have all experienced that dreaded feeling of FOMO (fear of missing out), and your customers feeling that they’re going to miss out on that last item in stock is no different. Showing limited stock levels not only activates the fear factor in your customers, but also lets them know that their chosen items might not be available for much longer if they don’t act soon.
Social call outs
Urgency can also be created by showing consumers call-outs highlighting how popular the product they’re viewing is, based on other shoppers behaviour.
This feature can be added to your product pages using simple pop up boxes showing how many times items have been viewed or purchases in the last 24 hours, or even how many people are also viewing the item right now.
Showing consumers how popular a product is, heightens its desirability and therefore increases the probability of the product being added to basket. It is worth noting though, this could backfire if your product has had very few purchases!
You can create urgency using social recommendations by showing visitors notifications of how well products have been selling that hour, day or week. An alternative would be to feature a list of products which are selling fast on your homepage. This shows to consumers not only that your website is popular, but also creates urgency for them to purchase one of the best sellers before they all get snapped up!
Using colours to promote urgency
Booking.com is king when it comes to using colours to promote urgency on their website. Our bodies are hard wired to change our behaviour when we see different colours. Red is often associated with anger, importance but also love. Orange, whilst having some of the same energising aspects as red, does so in a slightly safer degree. Orange is a good way to add excitement to your urgency messaging with less severity. Green is seen to be a softer colour, and naturally represented as a safe colour, especially when placed next to the stimulating colours of red and orange.
As always, we highly recommend that you split test your colour choices to find out which works best for your site…however, there is a reason that red is most commonly used!
Adding some urgency to your website encourages shoppers to take the actions you want them to, and has been proven, when used correctly to increase your conversions. We would always recommend that you split test any changes you make to measure the impact.
Need some assistance in getting your real time urgency messaging set up? Let us help!