How playing hard to get can boost conversion rates.
Summer for me always includes a girls' weekend to Las Vegas, replete with pool time, too many piña coladas, and spontaneous dance parties with my besties. It also means searching for hotel rooms, nabbing the best seats for Thunder Down Under, and trying to get dinner reservations at the restaurant-of-the-moment.
This year, though, I ended up on hotel scouting duty and inevitably fell for the countdown timer scare tactic. I know, I know! I'm a marketer for God's sake. But it doesn't matter, because creating a sense of urgency is one of the most surefire ways to incite action by consumers.
And so, with just a little "Hurry! Only 1 room left!" - the Hard Rock won out over MGM.
More Often Than Not, the Thing That's Lacking Sells the Most
If you want people to take immediate action, try deploying strategies that create a feeling that there is an overall lack of something - whether it be time, quantity, or access to product(s).
One of the ways you can encourage a direct response from people is by creating a feeling of overall scarcity. People put a higher value on things that seem limited. How many times have you fallen (or seen a friend fall) for sales messaging like this?
Try Playing Hard to Get
If you're looking to test new marketing strategies, try playing a little game of hard to get. A simple countdown timer integrated into the reservation system I was using to book a hotel in Vegas convinced me to make a snap decision and run with the Hard Rock Hotel, even though our group had decided that MGM would probably be our top choice.
How it happened? I'm still not sure. But something in my brain fired when I saw the limited quantities; I panicked and hit the buy button for the product I felt I could lose out on.
Did we have a great trip? Of course! Were the girls upset at my choice? Never! Did I spend any more money than I planned to? Nope.
But…did the Hard Rock win my business over a competing hotel that seemingly had more to offer? Absolutely.
3 Ways to Seal the Deal With Engaged Shoppers
When you've already gone through all the effort to attract site traffic, create engaging content, and segment your shoppers - it only makes sense that you'd ensure a tight finish to your sales cycle and close the deal with powerful marketing techniques.
Here are three ways to drive more conversions and start hearing your own customers say, "Signed, sealed, delivered, I'm yours."
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Aubrey is the director of marketing programs at Salted Stone, a digital marketing agency in Southern California. She specializes in brand strategy and inbound marketing, working with emerging tech companies and B2B providers to identify their voice and create revenue-driving content plans.
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This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
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