When we look at the psychology of ecommerce, there are a world of principles that can be applied to influence consumers to purchase. One of the easiest and most commonplace tactics used by most retailers is social proof and urgency messaging (also known as ‘FOMO’ messaging). We’ve all fallen prey to this tactic at one point or another, and that’s simply because urgency and social proof drive action. Like the age old saying says, “you don’t know how much you want something until it’s gone…or sold to the person who got there before you” (or something like that).
Essentially, consumers often trust the buying decisions of other shoppers more than they do their own. By using a variety of FOMO messaging strategies, you can leverage a shopper’s love for social proof – and the power of urgency – to build product desirability and increase conversion rate. In this article, we’ll explore 5 examples of FOMO marketing to create urgency and attract more shoppers to checkout.
1. Expose Low Stock Levels to Communicate Scarcity
Leveraging product scarcity is a clever tactic in the psychology of online shopping, helping convince indecisive shoppers (because nothing says ‘FOMO’ quite like showing your shoppers that the item they’ve been mulling over is almost completely out of their grasp).
There are a few ways entice shoppers using low stock alerts: one tactic is to use catchy messaging that doesn’t communicate exact stock numbers but encourages urgency nevertheless.
2. Display Product Views to Boost Social Proof
As we mentioned previously, consumers value the opinions of other consumers. Even the mere mention of a product’s popularity is enough to have other shoppers flocking towards that product to try it for themselves.
A quick way to leverage FOMO through social proof is to display how many other customers have viewed a certain product on a given day. If a shopper has viewed a particular product several times, it’s often an indication that they may be interested in purchasing but still need a bit of convincing.
3. Display Limited-Time/Free Shipping Options on Product Pages
It’s no surprise that shoppers will go to great lengths for convenient shipping options. In fact, 93% of shoppers are more encouraged to make a purchase if offered free shipping.
While discounted shipping is a common tactic used in any year-round or holiday marketing strategy, there are ways to extend that experience beyond a pop-up notification in order to amp up the FOMO and increase conversion.
One effective FOMO marketing example is to display limited-time shipping options on Product pages. For example, True Vintage offers next-day delivery to customers who make a purchase within a limited time frame. In the example below, you’ll notice that next-day delivery is communicated on a banner at the top of the Product page as well as underneath the ‘add to cart’ button using slightly different wording.
4. Push Sales Forward with Limited-time Discounts
Your shoppers are more likely to commit to a purchase if they know they can save a bit of money in the process. While most brands offer some sort of discount, this message stands out even more when combined with FOMO tactics like product stock levels and product views.
5. Display Countdown Timers to Push Shoppers Toward Checkout
Countdown timers are a timeless FOMO marketing example, creating a clear visual cue signalling that the time is running out on a particular sale. This creates a sense of urgency that pushes shoppers into making a faster decision on a purchase they’re considering.
Another reason why they’re a wildly useful tactic: they’re impossible to miss. Both first-time and returning visitors will be constantly aware of the ticking clock as they navigate your site.
Explore More FOMO Marketing Examples to Leverage Psychology in Your Ecommerce Store
With the holidays (specially, Black Friday weekend) right around the corner, the time is now to start implementing these tactics in order to create urgency and increase conversion, order value and more