The Widerfunnel.com lift model is a framework we use to conduct a heuristic analysis

Urgency

Definition:

Urgency can be a catalyst for improving the conversion rate if supported by the other 5 elements of the Widerfunnel Lift model. Urgency works because it creates a sense of scarcity which people are drawn to because they don’t want to feel regret from missing out on an offer.

Very.co.uk creates a sense of urgency on their product pages by showing how many other people are currently looking at the product and how many have purchased the item in the last 48 hours.

Image of Very.co.uk product page displaying social proof and scarcity indicators
Source: Very.co.uk

Resources:

 

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.

Digital Marketing and Insight