Creating a sense of urgency in Cart Abandonment Solution
Human beings are impulsive by nature. People might think that they are perfectly rational but once you know their triggers, they’ll show you their faults. Perfectly rational persons are as real as unicorns.
Creating a sense of urgency is one of the common techniques used in the cart abandonment solution to making visitors convert into customers by triggering Fear of Missing out (FOMO).
As an e-commerce owner, you should know that there’s a reason why visitors abandon their cart.
There are many possible reasons as to why they do – from harmless to serious problems on your end. One of the many reasons is that visitors put the product in the cart, then feel that they can come back later anytime they want and get it. So, they put off completing the purchase for later or go somewhere else to find better offers. Sometimes they come back, sometimes they never do.
This is the reason why the psychology of urgency creation was called into action. It is a well-known scientific fact that people are more prone to making purchases when the product is shown as scarce and a sense of urgency is created.
Methods of creating urgency
Limited-time period offers
I mean what makes you feel more urgent? “Who wants this product?” or “Who wants this last product?”
Obviously, the latter! The “now or never” urgency stirs up suddenly and compels the customers to make the purchase so that they do not end up regretting later. This phenomenon is called “Fear of missing out.’
Suppose you have an e-commerce website that sells customized products. When you inform the visitors that the most popular product is going to be out of stock very soon, it makes them purchase that product swiftly due to FOMO.
You can see this technique used by e-commerce sites and Instagram influencers all the time.
And when the deadline nears, they either announce “Product continued for this additional number of days due to popular demand” or retire them for some time and bring back again as favorites in limited quantities with updated graphics. They know beforehand that they are going to extend the deadline or bring it back but still display it as limited.
Why do they do it? Because it works, that’s why!
Even when providing discounts and other incentives as a way to solve cart abandonment, you can create urgency to motivate the visitors to complete the purchase. But we do not encourage providing discounts every time to encourage your customers to make the purchase.
Here, products and special offers are brought on sale for a limited period of time. Then, messages like “Free shipping for XX days or specific day” or “Discount on the specific product for XX hours” are displayed next to the product.
Visitors are even more pressed when the timer is displayed next to the product showing the remaining time to the deadline. To get those benefits, visitors are motivated to act now rather than later.
Use of right words
This is probably something that you already know. Words make or break the deal, right?
Phrases like “Last Chance!”, “XX Hours Remaining!” or ” Limited Stock Only!” can be used in email subject lines, pop-up layovers, and Call-to-action (CTA) buttons as a way to urge the abandoning visitors to return to the cart page and complete the purchase.
Campaign Monitor suggests pairing an active and urgent word like “Act Now”, “Last Chance”, etc.
Use of right colors
Another way adopted to form urgency in cart abandonment solution is the use of color psychology.
Have you noticed that new prices, deals, and urgent news are highlighted in red color? That’s because the human brain responds differently to different colors and red color creates urgency.
In a similar way, Royal blue and Orange are extensively used to encourage action.
You can use the right colors at the right place to reduce cart abandonment rate.
Wrapping it up..
Dark arts of creating a sense of urgency through FOMO is used extensively as a cart abandonment solution in e-commerce business.
But you should know that the visitor is in short distress at the time of making the purchase. So, if you use it too much, there’s a chance you might lose the visitor forever. People do shopping to feel better, not feel bad or regret later for purchasing something they do not actually need.
That’s why you should use it wisely. If you hit the right spot, you’ll end up with more sales, less cart abandonment, and more loyal customers.
P.S. Don’t forget that after creating urgency, you should not fail to provide easy follow-up instructions that everybody can follow to complete the checkout process. The process from browsing to checkout should be as smooth as possible.
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