April 5, 2020
How to Guarantee Delivery Date to Create Urgency on Ecommerce Product Pages?

How to Guarantee Delivery Date to Create Urgency on Ecommerce Product Pages?


Welcome to our very first episode of Bite-size
Ecommerce Optimization! Today I’m going to show you how to build
urgency by guaranteeing delivery date for orders made before a certain time. Woow that makes for a long title for the first
episode! Hi everyone! My name is Pawel Ogonowski and I’m the Ecommerce
Optimization Guy. First, let’s recap what urgency really is:
Generally speaking, urgency is an experience of unease that we feel when we think we may
lose something Studies show that as humans we fear loss far
more then we desire gain How many times have you seen that there is
only one room left on a booking site and that pushed you to take action? That’s a real life example of urgency. Let’s dive into some examples now, so that
you knew how to build urgency on your product pages in your on-line store. I’ve got 3 great examples prepared for you
today from Naked Wines, Big Dug and Amazon! Hmm maybe the last one is a bit to obvious. I’ll have to come up with better ones for
the upcoming episodes! I promise I will! Anyway, let’s move on. So how does Naked Wines build urgency on their
product pages? Quite simple! They show us right over here that we’ve got
only 6 hours left to place an order to get it delivered on Friday! So there is not much time left to place an
order if we want to get our wines for the weekend! Is it a good example? Definitely yes. The bar is still with us when we scroll the
page and even though they don’t use any contrasting color to grab our attention, they use motion
to do it! This little clock ticking right over here is something that
grabs our attention straightaway. I also really like their copy! The second example is from Big Dug. They tell me that if I order within a certain
time I will get the item by Thursday! A plus for them for a super fast delivery
as it’s Wednesday when I’m filming it! Another plus for them for the colors that
they are using! Green really makes the message stand out plus it’s above the fold so it’s visible right after you land on this page. The last example comes from Amazon! Again, just like Big Dug they use green color
to make the message stand out! We know straightaway that the item is in stock
and if we want it today we should order within 7 hours and 21 minutes. I believe that asking a question like here
might be a good technique to engage users. So it’s another great example of pretty good copywriting that you can use in your own store. These were the examples that I had for you
today that show you how to build urgency on your product pages by guaranteeing delivery
date for orders made before a certain time. If you want to use this technique to create a sense of urgency in your clients’ minds you should remember about few things: First, show how much time is left till the
deadline and I mean show hours and minutes like: “Order in 5 hours and 5 minutes to get it by Friday”. Don’t just tell “Order by 5PM”
Second, use persuasive and emotional copywriting You may ask a question just like Amazon does:
„Do you want to get this item by tomorrow?” Three, use colors and motion to grab user’s
attention. Green might be a good idea. And four, of course, test it before you implement
it! 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! I really like this episode! Maybe we should add some urgency like showing at the ending a ticking clock saying that this episode will self destruct in 3, 2, 1…

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