In 1975, researchers conducted a curious experiment. Two absolutely identical banks with absolutely identical cookies were placed in front of a group of students. The only difference was that in one jar there were 10 cookies, and in the other - only 2. The task of the experiment participants was to determine which cookies were more delicious. Guess which bank won? That is how the principle of scarcity works.
Even the greatest marketing guru, Robert Cialdini, in his book Psychology of Influence, calls the principle of scarcity one of the six most effective principles of persuasion. Together with the principle of urgency (which is essentially the same), these two techniques can be a powerful tool for increasing sales.
So let's look at how you can use them on your site?
- 2. Show what sizes are no longer available.
- 3. Promise next day delivery
- 4. Show the activity of other users.
- 5. Start a promotion that is valid for a limited time.
- 6. Discount forgotten items in your shopping cart.
- 7. Show the user that some of his items from the cart have already been bought.
- 8. Offer free shipping that is limited in time.
- 9. Enter happy hours
- 10. Send a letter notifying of the last chance.
1. Show how much is in stock
Displaying the amount of product in stock is a rather old and effective conversion enhancement technique. Often, users are in no hurry to buy the product, even if they really need it. First, they compare prices on other sites, look for discounts, coupons, sometimes even forget that they planned to buy something. In order not to lose such customers, show them how much goods are left in your warehouse. In most cases, this simple technique is enough for them to make a purchasing decision.
2. Show what sizes are no longer available.
A typical situation: you come to the store, you see awesome jeans, and some girl / guy is right in front of your nose picks up your size. It's a shame, right? Buyers hate to be in such situations, and online stores can take advantage of it. Show users what sizes are available and which are no longer. Fear of missing their size will push them to purchase.
3. Promise next day delivery
When ordering a product via the Internet, I want to be delivered soon. It is this desire that makes this method so effective. Tell your users how long they need to arrange the goods to get the next day delivery. Usually, after such a proposal, all doubts disappear.
4. Show the activity of other users.
Two women fighting for the same blouse in a clothing store are the standard story of comedy films and TV shows. And although the situation on TV screens is slightly exaggerated, the fact remains: people pay much more attention to things that others like. This feature of the human psyche can - and even should - be used on ecommerce sites.
5. Start a promotion that is valid for a limited time.
Fear of missing a profitable offer is one of the most important fears of an online shopper. And it is best influenced by stocks that last a limited period of time. Seeing a tempting offer, the user simply can not resist. What if there is no other chance?
6. Discount forgotten items in your shopping cart.
According to statistics, the average number of visitors who have not completed an order is 67.91%. And if you don’t take any action to turn these people into customers, these numbers can result in millions in losses ... A great way to return to the site of a failed buyer is the so-called return emails (examples of such emails can be found here). Offer a potential client a small discount in one of these letters, and it is yours.
7. Show the user that some of his items from the cart have already been bought.
Seeing the goods you selected disappear from your own basket is a real torment ... and at the same time a great kick in the ass. Just add the word "Sold" to one of the items and wait for the outraged user to come to your site for the rest of the things. As a rule, this is exactly what works.
8. Offer free shipping that is limited in time.
This technique works the same way as promotions that last for a limited period of time. The desire to get free delivery is often stronger than any doubts, and the user, without thinking twice, places an order.
9. Enter happy hours
Happy Hours is the time when discounts are available in your online store. For example, on Thursdays from 10 to 12 or every day from 18 to 20. As soon as you use this method, the attendance of your online store during a given period of time will increase dramatically.
10. Send a letter notifying of the last chance.
Remind your subscribers when the campaign ends. Be sure to mention that this is their last chance, and there will not be more such offers for a long time. Works in 99% of cases.
Above, we have listed 10 examples of using the principles of shortage and urgency on commercial sites, but before you try to apply some of them on your resource, let me give you some important recommendations:
- Receptions that create a sense of urgency, do not increase the demand for goods
Techniques that create a sense of urgency will not affect the conversion in any way, in three cases: 1) if the person does not need your product 2) if your product has significant disadvantages 3) if your product has a high price In other words, they will not affect the increase in demand for your products.
- Deception can lead to tragic consequences.
Creating a sense of urgency is subtle art. If at least once you are caught cheating (suppose you now have only 1 product, you are urging people to rush, and an hour later 3 more are the same), be prepared for the most tragic consequences. Reputation is very difficult to restore, we advise you not to risk it.
- Do not overdo it
You do not need to use all the tricks listed in this article, otherwise your brand will seem intrusive and aggressive to users. Everything is good in moderation - remember this saying and use only those practices that will be effective for your business.