Making customers decide faster about a purchase is a powerful and widely used strategy in e-commerce. It can dramatically improve your sales, but it can also have the opposite effect. Viljo will walk you trough several case studies to show how to use insights from conversion research to leverage urgency in e-commerce.

1. Using Urgency to Boost
E-commerce Conversions
Viljo Vabrit

2. Urgency makes visitors to behave rashly in response to emotions

7. 02:34
Urgency can decrease and also increase friction

8. Original Urgency variation
After 6 weeks

9. After 6 weeks

10. Urgency ≠ persuasion

11. Have an offer that aligns with what the user
needs
Demonstrate that you have a solution for the
pain points they are experiencing
Establish a unique sales proposition (the specific
benefit to the customer that leads to the outcome
they desire)
Before you introduce urgency make sure you:

12. Qualitative feedback

13. ResearchXL
TM
Technical
Analysis
User
Testing
Heuristic
Analysis
Web Analytics
AnalysisMouse Tracking
Analysis
Insights
Customer
Surveys

14. Customer Survey
Why did you buy from companyX?
What did you buy?
What matters to you the most when buying product/
service X?
How long was the shopping process?
Comparison shopping? How many other sites?
Which doubts & hesitations did you have?
Which questions did you have, but couldn’t find
answers to?
What made you buy from us?
What can be improved?

15. One of the biggest purchasing fear was knowing
when the food would arrive.

16. Creating the treatment for A/B testing
From Monday to Friday, before 4 PM,
we added the urgency message “Free
next business day delivery if you order
before 4 PM (UK)”.
Treatment was only shown at the
right time and for the right people
we added a condition: MON, TUE,
WED, THU, FRI before 4 PM; UK IP.

17. 1. Find the right trigger
(need, solution, USP)
2. Choose a tactic
3. Test

18. Thank You!
Viljo@conversionxl.agency
Conversionxl.agency
Conversionxl.com