8 Ways to Use Urgency to Increase Conversion Rate

You’ve probably heard the phrase “urgent conversion” before. It refers to a website visitor who is ready to buy your product right now, and who’s likely to leave if you don’t get them over that hurdle.

If you’re selling a product or service online, anyone that visits your website is important. You want to do everything you can to make them buy.

Using urgency as an incentive for them to complete their purchase is one way to convert them. In fact, research shows that adding urgency to your marketing copy increases conversion rates by anywhere from 15% to 60%.

Here are some ways you can use urgency in your marketing strategy:

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Give Shoppers a Reason to Buy Now

You can give shoppers a reason to buy now by offering a discount or special offer.

You could even consider discounting future purchases, which will help you convert more visitors into customers.

Some of my favourite examples of urgency are:

  • Free shipping for the next 48 hours (if you’re using Shopify). This is an easy way to incentivize your customers and get them on board with the idea that they need to buy now before it’s too late.
  • Discounts on limited edition items. This is an excellent example of urgency because it gives shoppers something valuable (a discount) right away while also letting them know that they have some time left before it expires. 
8 Ways to Use Urgency to Increase Conversion Rate
Amazon's 65% Discount on Smart home kits

Take advantage of scarcity

There are many types of scarcity that can be used to improve your conversion rate. Here are some examples:

  • Scarcity of time, money, or opportunity: For example, if you’re selling a course or product that will only be available for a limited time (say 10 days), then it makes sense to use urgency in your copy. It’s fine to tell people that they have access to something amazing and unique for a limited period of time. It’s even better if you can quantify the time frame so people know exactly how long they have left before the offer expires.
  • Scarcity of a particular product: If you have one item left in stock and are offering 20 percent off on this item until midnight tonight, then there’s no question that you should communicate this scarcity using urgency tactics!

Limited time offers

Limited-time offers are a great way to get people to buy now.

They work well in conjunction with other tactics like scarcity and urgency, especially when you’re selling something that has a very short lifespan. For example, a special deal on limited-edition products.

Here are some examples of limited-time offers you can use:

  • “Buy now and get 50% off!”
  • “Order within the next hour for free shipping!”
  • “The first 100 customers will receive an extra 10% off!”
8 Ways to Use Urgency to Increase Conversion Rate
Amazon Black Friday

Let Them Know How Many People Are Browsing

Here’s another way to use urgency to increase your conversion rate:

A way of accomplishing this task would be by showing how many people have viewed the product or purchased it in recent times.

Shoppers will often feel inclined toward buying something when they see that others have done so as well. It makes them think that maybe this thing isn’t such a bad deal after all!

Promote Urgency on Your Marketing Channels

Urgency can be a powerful tool in the hands of your company, but only if you are able to successfully advertise it.

The following marketing channels are great places to promote urgency:

  • Website (homepage and other pages)
  • Social media accounts (Facebook, Twitter, Instagram)
  • Email marketing campaigns
  • Landing pages (before or after purchase)
  • Blog posts/articles/newsletters
  • Ads
Domestika example of urgency
Ads from Domestika

Remind Them You Won't Be Around Forever!

Urgency is a powerful motivator, but it isn’t the only one.

People are also motivated by fear of missing out (FOMO), which is why social media influencers have so many followers

They make you feel like if you don’t follow them, then your life will be incomplete in some way.

So how do we use this? Let’s say your business sells subscription-based software where customers pay every month or year to keep using it and you offer new subscribers 30 days trial.

You might want to remind prospective customers that they’ll no longer be able to use your service once their subscription ends.

This tactic can also work for physical products such as food items.If someone buys perishable goods from a grocery store and doesn’t use them within their expiration date, then that item becomes wasted money for them.

By reminding people about this fact before purchase, we can help motivate them into buying sooner rather than later so nothing gets thrown away.

Create an Urgent Call to Action

To create an urgent call to action, you need to use a “Buy Now” button. You can also use a countdown timer to show people how much time is left before the deal expires.

Another great way to create urgency is with a “Limited Time Offer” button or an “Only X Available at This Price” button.

If you want your potential customers to act fast, then these words should be used in your call-to-action buttons:

  • Last Chance,
  • Last Chance To Buy This Deal Before It’s Gone and
  • Only X is Available At This Price.
  • Black Friday deals


Use Urgency to Keep People on Your Site Longer

As a marketer, you want people to stay on your site as long as possible.

Let’s say you are running a campaign with a time-sensitive offer. In this case, adding urgency would definitely increase conversion rate since it will force people to make an action right away or lose out on the deal.

For example: You can use urgency in your marketing channels by sending out emails and social media posts that contain limited-time offers that go live within 24 hours from when they were sent out.

24 Hours Only from Asos


As we’ve seen, urgency is not just a great way to increase conversion rate; it’s also a powerful tool for building brand loyalty and increasing customer satisfaction.

Urgency works because it taps into our basic instincts, activating the same fight-or-flight response that kicks in when we feel threatened by danger or death.

That kind of intense emotional reaction is something that no one can resist, not even online shoppers who are looking for ways to save money.

If you want your business to succeed, then use these eight strategies to create an urgent call to action that resonates with your customers and makes them take action immediately

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