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#126: Drive urgency with scarcity. Here’s how.
Two ways to use data to increase FOMO.
Allen Burt
October 23, 2024
No. 126: Hey all,
Great design and clear copy aren’t enough to turn browsers into buyers.
You need social proof.
People don’t flock to a brand *just* because of a great product.
They do it because people are already there.
Why hesitate when others are eyeing the same product?
Fuel interest and drive urgency with implied scarcity.
Here’s how.
In less than 1-minute, take away:
This week’s win: Use visitor count data as social proof to drive urgency.
In the news: What’s the winning formula for a loyalty program?
Quick tips: Use repeat-customer data to increase revenue.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
🎯 WEEKLY INSIGHT
We hear this a ton from brands:
"How can we increase motivation to purchase immediately?"
Our answer more often than not – social proof.
If your products have many saves, impressions, views, and awesome reviews that keep people coming back, use these numbers to your advantage.
Here’s two REAL ways to drive urgency:
#1: Use the week’s shopping and viewing data.
If you have impressive product views or page views, share them!
For limited time products or on-trend items, they’re even more useful.
Case in point: in a recent test for a luxury designer brand, we shared how many people viewed their product that week in the buy box. Conversions boosted by 12.9%.
In a similar test for an electronics brand, we boosted conversions 42% with just one line of text showing how many customers are shopping.
Nobody likes to miss out.
Another easy way to increase desire with proof?
Share how many customers have your product saved to their wishlist.
In a recent test for an apparel brand, displaying wishlist numbers boosted conversions by 6% on the collections page.
Here’s why BIG wishlist numbers work:
There’s proof of popularity. High wishlist counts are intriguing. They elevate the perceived value of your product and trigger fear-of-missing-out (FOMO).
Competitive motivation to buy first. Awareness that others may be first to the product can accelerate checkout.
Builds trust in the product. High interest levels reassure potential buyers of your product's quality and appeal.
⭐ Takeaway: Get creative with data. Use social proof to drive urgency with scarcity.
🕙 WHAT’S BREWING
Here’s why CRO is the most profitable marketing investment.
📣 IN CASE YOU MISSED IT
This pricing tactic lifted conversions 18% for a CPG brand.
Use repeat-customer data to increase revenue.
How approval helps to validate shopping choices.
🗞️ NEWS HIGHLIGHT
The winning formula for a successful loyalty program.
👀 FROM LAST WEEK
#125: “Do we need a custom landing page?”
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
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That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen