Have you ever thought about showing how many
people are currently watching a product in your online store to create urgency? Or maybe
how many times it has been bought in the last 24hours? Today I’ll show you these urgency
building techniques and how to leverage them in your online store. Hi everybody! My name is Pawel Ogonowski and I’m the Ecommerce Optimization Guy. I don’t like that feeling when I think someone
may snatch something from right under my nose. And your users don’t like that feeling either
But creating urgency may be that little nudge they need to take action that you desire.
That’s why we are going to look into the last strategy on building urgency that I wanted
to show you this week. It’s mainly used by booking sites and is flawlessly
executed by Booking.com. However it’s not reserved for booking sites only! You can use
in online stores in other industries too! And I will show you how to do it.
Ok, so how does Booking.com show us the number of people that are currently looking at a
certain product and how many people have made a reservation in the last 24h?
Let’s assume we’re planning to go to Rome! Here is the the listing of available hotel
and there is the first moment that Booking.com shows us that this particular hotel is in
high demand as it has been booked 42 times in the last 24 hours! And the second one was
booked over 142 times! Wow! What is more, when I hover over this information I get another
nudge that tells me that the last booking has been made only 4 minutes ago! To make
things worse the next hotel on the list has been already sold out. I should book something
ASAP! Now, look at the colors that Booking.com uses
to show us these messages — they use red as this is the color that grabs our attention
straight away and is associated with warnings. When we move to the product page or maybe a hotel
page? We learn that there are as many as 39 people looking at it, at this very moment.
What is more we learn that we might miss it as it has been booked 81 times in the last
12 hours. Why such messages work? They work, because
they create a sense of unease. When we read them, our subconsciousness tells us: “Woow!
There are so many people looking at this hotel and booking it, that I better hurry up or
I may lose that option!”. And we as humans fear loss far greater than we desire gain. That is why you may show the number of people
that has ordered a certain product or the number of users who are currently watching
it if you want to create a sense of urgency. What I quite often hear from online shop owners
and managers when I tell them about this technique is that they say: “Hey! But my store is to
small to show such numbers for selected products”. And I’ve got a great answer for that: “So
show the number of products sold in a given category!” You don’t have to show the number
of people who are looking at the very moment awesome pair of blue flip flops! Show them
how many people are currently shopping in the flip flops category!
Does Booking.com show us the number of people who are looking at this particular hotel in
the selected date range? Most probably not! So if you want to create a sense of urgency
in your online store you may try this strategy by showing how many people are currently shopping
in a given category or have recently bought items from it. Of course, test it before you implement it!
Remember about persuasive copy and use colors an motion to grab user’s attention. Have you ever tried this kind of urgency building
techniques yourself? Maybe you have bumped into some nice examples quite recently? Either
way, post a comment below and tell me what you think about showing a number of people
who are looking at a certain product or category as an urgency building technique. Ok, folks, that’s all for today!
Have a great day and see you in the next episode of Bite-size Ecommerce Optimization! Ta-ta! There are so many awesome urgency building
techniques used on Booking.com that we could come up with one, woow, like ten episodes only about them. What do you think about it?