Actionable Optimisation #18 – Using Urgency with Delivery Cut-Offs

 September 8, 2020

By  Will

How Using Urgency with Delivery Cut-Offs Can Improve Conversion Rates

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It’ll be no surprise to you if I told you today's consumers want things quicker. Even when a purchase isn't necessarily urgent, the ability to have a product in your hands the next day, or even the same day, is irresistible to a lot of consumers.

Now, the delivery part isn’t so much of an issue anymore, there are plenty of courier options to send out packages and get them in the hands of your customers. So how can you make your offering stand out and convince people to complete their purchase?

Countdowns and timers.

Amazon has been doing this for a while now, telling you to order by a certain time to ensure next day delivery.

And you don’t have to have a huge flashing banner screaming ‘ORDER IN 15 MINUTES FOR NEXT DAY DELIVERY’, be subtle about it, the information just needs to be there on the page, your customers will notice it, and the idea that they need to make a decision soon will push some people over the line.

It’s a similar idea to ‘just 1 ticket left at this price’ or ‘6 other people are looking at this room’.

The hint of scarcity and urgency to make people say ‘i need to make a decision now’, it’s not even a case of ‘or ill get it a day later’, it’s as if the option you present to them, whether thats same day delivery, or next day, is the only option, and if they miss out on that then the 3 day standard delivery is just ages away.

Think about how many times you've completed a purchase because you didn't want to miss that delivery slot.

Delivery cut-offs


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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