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A/B Testing Idea #96 - Create urgency by giving a limited timeframe for fast delivery
Description
Offering fast delivery time is a strong motivator for your customers to complete a purchase as we always prefer to take an option that results in quicker gratification.
What's more, as you're offering this extra incentive for a limited amount of time only, people will feel a sense of urgency to complete their purchase before they miss out which will help to motivate action.
Principles
- Loss Aversion (Tversky & Kahneman, 1984)
- Scarcity (Worchel; Lee & Adewole, 1975)
- Immediacy effect (Ainslie, 1975; Laibson, 1997; Bickel; Odum & Madden, 1999; Frederick; Loewenstein & O’Donoghue, 2002)
The Research
Loss Aversion
Loss Aversion explains our tendency to strongly prefer avoiding losses over acquiring gains.
Scarcity
The Scarcity effect is the cognitive bias that makes people place a higher value on an object that is scarce and a lower value on one that is available in abundance.
Immediacy effect
The Immediacy Effect is a cognitive bias that leads people, when presented with two similar possible things, to have a greater desire for the one that will arrive or take place soonest. This even leads us to prefer an immediate reward over a higher-value, delayed reward.
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