Posted to Volacci's blog on April 8th, 2011

URGENT: You Have to Read This TODAY!


Well, guess what? Just when you think you’ve done everything you were supposed to do to your site for conversion optimization, you haven’t. The missing ingredient also happens to be a powerful strategy in anyone’s conversion arsenal: urgency. Do you sell a product? A service? Limited-time or seasonal services? How about seasonal, limited-edition, or rare products? Special offers? Coupons? An upcoming event? If you answered “YES” to any of these, then the final question is this: are you visually, verbally, and clearly stressing the importance of “Hurry!”, “Buy Now!”, or “Offer Ends Soon!” to your site’s visitors? If you said “no” - read on. Let’s say you’re the owner of an online bookstore and you’re offering a 75% off sale on all hardbacks for today only. Is this the focal point on your homepage? Is this fact in a large, prominent location above the fold using eye-catching images or graphics? Are you sending this out via email to all of your clients and putting, “75% OFF All Hardbacks - TODAY ONLY” in the subject line? You should be! Think about the brands that do this well: QVC, PBS Telethons, eBay ("Time Remaining" Timer), Barnes & Noble (e-mail coupons), Amazon (Black Friday sales), (items remaining), Groupon & Livingsocial ("Deal's On!" and the fact that all deals are "Today Only!"). Now, HURRY: Time is running out! Before you inadvertently let another client slip away, check your site and see how you can create a sense of urgency on your site! P.S. Ahh! I’m glad we got this commercial out of our system. What a relief!