How to Effectively Create Urgency in Sales (11 Best Ways)

Creating a sense of urgency is one of the most powerful ways to turn potential customers into actual buyers. Urgency taps into deep psychological triggers that drive human behavior. When people perceive an opportunity as fleeting, they instinctively place a higher value on it. 

This principle is why limited-time offers, exclusive deals, and scarcity-based tactics can be so effective. Without a reason to act now, potential buyers may procrastinate indefinitely, delaying their decision or forgetting about your offer altogether.

The challenge for sales professionals, however, is figuring out how to ethically manufacture urgency without coming across as pushy or deceptive. Done right, adding urgency to your sales process can lead to massive sales growth and more deals closed.

In this guide, we’ll break down 11 proven strategies to create scarcity and build urgency with your target audience. Whether you sell a product, service, or want to get people to take immediate action, these tactics will give you an edge.

How to create urgency in sales

Customers are constantly bombarded with choices. Creating urgency cuts through the noise and gives them a reason to act now rather than later. A well-placed sense of urgency accelerates decision-making, and minimizes hesitation, which could lead to lost opportunities. 

Here are 11 ways in which you can create urgency with your marketing:

(Image Source)

1. Use social proof

Social proof is a powerful psychological trigger that increases trust and creates urgency. Humans naturally follow the behavior of others, so showcasing proof of demand makes prospects more likely to act.

According to Power Reviews, 98% of consumers consider reviews when making a purchase decision, while 87% actually look for websites with reviews.

(Image Source)

Booking.com reported an 18% uptick in conversion after implementing social proof widgets, as well as a 15-20% increase in conversion on properties with strong recent scores..

Ways to leverage social proof:

• Client testimonials and case studies: Highlight success stories to reinforce FOMO.
• Live purchase notifications: Show real-time purchases to create urgency.
• Star ratings and reviews: Use positive reviews to instill trust.
• Product badging: Stickers added to products like “best-seller,” or “new release” grab attention.
• User generated content: People tend to trust authentic reviews, with 60% of customers viewing UGC as the most authentic.
• Influencer endorsements: Get influencers to vouch for your offer.

Pro tip: Consumer tend not to trust star ratings on their own(56%) compared to those that have reviews to accompany them. So be sure to highlight these if possible.

2. Use countdown timers

A countdown timer visually reminds prospects of time running out. This creates a sense of urgency and encourages immediate action.

Cracku, a platform that helps student prepare for exams, saw a 300% increase in conversions using countdown timers in their campaigns, while LiferLMS, an online course platform, acquired over 7,000 leads and boosted revenue by $23,600 in just 5 months.

(Image Source)

Pro Tip: Ensure that when the timer reaches zero, the deal actually expires. Artificial urgency can damage trust.

3. Use limited-time discounts

If you’ve ever played a time-sensitive game, you’ll be familiar with the effects of a ticking clock. Having a limited amount of time to do something forces us to take action.

Amazon, Groupon, Expedia, and Ticketmaster all use this technique to drive up their conversions. Entire sites—like eBay—depend on it:

(Image Source)

Limited-time discounts motivate hesitant buyers to act now instead of postponing their decision.

Effective ways to structure discounts:

• Flash sales (24-48 hours): Short windows force immediate action.
• Tiered pricing: Early birds get better deals.
• First x buyers get extra perks: The first 50 buyers receive a free bonus.

Top tip: Another way to do this is to create a bonus micro sales window. So, instead of running one big promotion, create short “micro-sales” to add onto your limited time offer to build recurring urgency.

Example: A 48-hour sale with 1-hour bonus period for deeper discounts.

4. Create implied urgency

Creating implied urgency in headlines is an effective strategy to motivate customers without directly telling them to take immediate action. By subtly hinting at scarcity or time-sensitive opportunities, you encourage a sense of urgency while maintaining a more sophisticated, less pushy tone. Instead of directly telling people to “buy now,” subtly nudge them to act.

Phrases that create implied urgency:

• “Due to high demand, spots are filling fast.”
• “Limited stock available!”
• “Prices increase soon—secure yours now.”

One of the most obvious places to add implied urgency is in our calls to action (CTAs). While headlines can of course be CTAs, I’m really referring to transactions based CTAs, such as “Buy now!” buttons.

I ran an experiment on MusicLawContracts.com, a music contract site that I run as a side project. I wanted to see the difference in conversion rate between CTAs that implied urgency versus those without.

In the control, the CTA was “download this contract; for the variation, it was “download this contract now” and had a limited-offer sign with a countdown timer next to it. The result? A 147% increase in conversions, all thanks to a bit of extra urgency.

5. Add limited supply urgency

One of the most powerful ways to add real urgency to your landing pages is to advise visitors that if they don’t act soon, they might miss out. There are two ways to do this:

1. Stock urgency;
2. Time-based urgency.

Hotel comparison websites do a great job of adding real stock urgency. Booking.com shows multiple instances of stock urgency on search results pages and individual booking pages, all suggesting that a hotel room won’t be available for long.

6. Position your offer as exclusive

People want what they can’t have. So it stands to reason that positioning your offer as exclusive makes it more desirable. A  research report by 2 Visions found that while indicating an item is selling out increased its attractiveness by 7.6%, combining this scarcity signal with a 30% discount made the product 178% more likely to be chosen by consumers.

Nike has been using “exclusive” product drops for years, but they really leaned into this strategy with their SNKRS app.

(Image Source)

By offering limited-edition sneakers only through this app, Nike created a sense of scarcity and exclusivity. The result? 

In 2020, Nike reported a 38% increase in digital sales, largely attributed to exclusive releases and limited-edition collections. The sense of exclusivity through the app made customers feel like they were part of a select group, encouraging them to make quicker purchases.

Ways to create exclusivity:

• Invite-Only Offers – Reserved for a select audience.
• Loyalty Member Deals – Special discounts for returning customers.
• Limited Access Beta Releases – Early access to new products.

7. Stack value with time-sensitive bonuses

To maximize conversions, stack value by offering time-sensitive bonuses rather than just discounts. Adding an exclusive bonus that expires soon creates urgency and enhances perceived value, encouraging faster decision-making. 

For example, instead of simply reducing prices, a business could say: 

• Sign up within the next 24 hours and receive an exclusive bonus eBook.

This approach taps into scarcity and the fear of missing out (FOMO), making the offer more compelling. Whether it’s a free digital product, an extended warranty, or VIP access, limited-time bonuses can drive immediate action while maintaining brand value.

In an effort to revive sales, Domino’s introduced the “Emergency Pizza” promotion from October 2023 to February 2024. 

(Image Source)

This offer allowed loyalty program members to receive a free pizza within 30 days after making a qualifying purchase. The limited-time nature of this bonus created urgency among customers. 

The campaign’s success was evident, attracting two million new loyalty members and bolstering sales during the promotional period—a 2.8% boost in same-store sales in the fourth quarter of 2023.

8. Share your success stories

People want to see proof that your product works. Showcase success stories that highlight the benefits of taking immediate action.

How to use success stories effectively:

• Feature customer testimonials in emails and landing pages.
• Use before-and-after case studies.
• Show real numbers and metrics that back up your claims.

Recognizing that 45% of its customers were first-time buyers and 90% of them abandoned the instrument within the first year, Fender launched Fender Play, a digital platform offering guitar lessons. This service not only provided a new revenue stream but also increased engagement, turning beginners into lifelong players and customers.

Fender features real users who have progressed using Fender Play, sharing their experiences in promotional videos and social media content. These testimonials help potential subscribers see tangible results, making them more likely to sign up.

(Image Source)

The platform attracted over 200,000 paying subscribers, demonstrating its effectiveness in enhancing customer retention by nearly 95%. 

9. Overcome the status quo bias

Many people fear change and prefer to stick with the status quo. You need to make inaction seem riskier than taking action. Emphasizing the costs of inaction can be effective. Highlighting the potential losses from maintaining the status quo encourages customers to consider change. 

This approach has been shown to reduce decision-making time by up to 40%, thereby accelerating sales cycles.

For example, when we think of coffee, the first brand that comes to mind is more than likely Starbucks. But a local competitor, Dutch Bros, is slowly climbing the ranks.

Unlike Starbucks, which has a large number of sit-down locations, Dutch Bros focuses primarily on drive-through services. This allows them to serve customers more quickly, tapping into the increasing demand for convenience, especially for people on the go. 

(Image Source)

Their drive-through format is optimized for speed and efficiency, ensuring fast service without compromising on quality. This model has allowed them to maintain shorter wait times and cater to customers looking for quick coffee runs.

Dutch Bros also stands out with its friendly, energetic “broistas” who engage customers personally by remembering their names and orders, creating a welcoming atmosphere. This customer-focused service contrasts with Starbucks’ more corporate, standardized approach, encouraging repeat visits.

So what makes Dutch Bros so successful (up 32.6% year-over-year increase in revenue) while Starbucks intends to lay off 1,100 employees?

Recognizing what its competitors are struggling to provide their customers and being bold enough to challenge the status quo.

Ways to overcome hesitation:

• Offer a risk-free trial or money-back guarantee.
• Show how delaying a decision could lead to higher costs or missed opportunities.

10. Be transparent about price increases

Telling customers that prices are increasing soon can be one of the strongest urgency drivers. Being transparent about upcoming price increases in advance can prompt immediate purchases to lock in current rates.

For example, a steel manufacturer introduced an online pricing calculator detailing all costs, resulting in a 20% sales growth within a year. Similarly, a company that announced a 50% price increase retained most clients by emphasizing the value and results provided, demonstrating that clear communication and value reinforcement can mitigate potential client loss.

11. Imply urgency with color

Color is another tool in our arsenal to imply the need to pay attention and act quickly. In most Western countries, we’re conditioned from a young age to believe that the color red implies urgency. 

When shops have flash sales, they often paint the word “Sale” in red. (The most urgent and important road signs are often red, too.)

(Image Source)

In the case study mentioned above, although Skates implemented a tactic known as an inactivity sensor to convert 6.29% visitors that were signaling they may leave the site, the color red, when used effectively, can impact purchase behavior due to its psychological triggers. (Here’s the full answer to the question “Which color converts best?”)

The 5 precursors that make urgency effective

Early in my digital marketing career, I came across this model, which has provided the basis for virtually every conversion rate optimization change I’ve made since:

(The Lift Model: Image source)

In essence, if you want to increase the likelihood of any desired action, be it an increase in conversions, click-throughs, or email engagement, you have six choices:

1. Increase the clarity of your offer.
2. Increase the relevancy of your offer to your audience (or vice versa).
3. Improve your value proposition.
4. Reduce anxiety (or, phrased differently, increase trust).
5. Reduce distractions.
6. Add urgency to your offer.

Let me go through each in the context of this specific deal. The first five are important precursors for urgency to be effective.

1. Clarity

For this deal, I improved the clarity of the offer by posting a mock version of the deal in music forums ahead of the 100-hour campaign. That allowed me to collect feedback from my target audience.

I also used ConceptFeedback (now defunct) and communities like Dribbble to improve the visual design.

I ironed out lots of communication issues that were limiting conversions, such as offering a “pack of music contracts” in the deal. Some musicians thought this meant they were buying pre-signed contracts with record labels.

In actual fact, they were just getting a compilation of music contract templates.

2. Relevancy

When it comes to improving relevancy, you can:

1. Tailor your offer to your audience.
2. Tailor your audience to your offer.

I opted for the latter approach.

Prior to launch, I “tested” hundreds of traffic sources, from Reddit Ads to specific music forums. I wanted to know which traffic sources I needed to prioritize during the real campaign.

I ended up with a custom Google Analytics dashboard like the one below, which made it clear which sources delivered the most relevant traffic:

Not only did I know where my customers (not just visitors) would come from ahead of time, but I also knew more about my audience, such as how guitarists were almost three times more likely to buy than drummers, and that my conversion rate was highest in the UK and Australia.

3. Value proposition

Common sense suggests that the best way to improve your value proposition is to add more to your offer. I already had over $1,250 worth of products and services, which I was offering for $69. Why not add more to the package?

Adding more to the package actually reduced my conversion rate. Anyone who’s done their fair share of A/B testing knows that paradoxes pop up everywhere. As G. K. Chesterton said,

“a paradox is just a truth standing on its head to gain our attention”.

So what happened? When I increased the value of the offer, I also increased the amount of associated effort each customer had to put in to extract that value.

Giving away 1,000 books isn’t much better than giving away 50. While there is technically 20 times as much value, the amount of effort involved in reading and storing 1,000 books is ludicrous and not very helpful.

Lesson learned: Value isn’t always created by adding more. Quite often, less is more.

4. Reduce anxiety

Have you ever gone to buy something only to feel that something isn’t right? That’s buyer’s anxiety.

Anxiety is the uneasiness we feel when there’s a disconnect between what our logical and emotional brain is telling us. More often than not, it has something to do with trust.

In the context of online sales, it could be when you buy an item on a website that isn’t secure, doesn’t offer modern payment processing, or has a dated design.

An ugly, dated design undermines trust and increases buyer anxiety.

(Image source)

For this deal, I eliminated as much risk as possible by offering a 30-day money-back guarantee, and adding every question asked through our live chat into the FAQ section.

If there is one person willing to ask the question, there are probably 100 others wondering but not asking.

5. Reduce distraction

Removing distractions is a controversial aspect of conversion rate optimization. Some experts advise removing every internal and external link except your call to action to make it as difficult as possible for viewers not to convert.

I fall into a different category that believes it’s better to find a balance between a nice user experience and a high-converting design with as few distractions as possible.

Reducing distractions is a balance—you don’t want to make buyers feel like they’re forced into purchasing.

In this specific deal, there was no navigation, no ads, and no internal links. There were only options for viewers to contact us, read an FAQ page, or get further product details. The user experience didn’t feel like a squeeze page, yet it didn’t have distractions either.

The 6th element: Increased urgency

There’s a reason why urgency is last in this list. That’s because all five points above are important precursors to make urgency effective.

Adding urgency doesn’t work if your offer is full of distractions, or if your value proposition is crap. It won’t work if your offer is irrelevant to your audience, or if your audience doesn’t trust you.

Urgency is a strong catalyst, but it doesn’t stand up very well on its own. After doing everything mentioned above, here’s how urgency skyrocketed the deal’s conversion rate.

Below are two variations that I A/B tested on the offer’s landing page. As you’ll notice, the only difference is that one communicates urgency and how many packages have been bought, whereas the other does not.

Variation A

Variation B

This is one of the most impactful A/B tests I’ve ever run. The conversion rate of Variation B was almost 3 times that of Variation A.

Here’s what happened to our conversion rate as we gradually rolled out Variation B to all users. It went from ~3.5% to ~10%.

Since running this campaign, I’ve become fascinated by the power of urgency, and have found ways to use its power in many aspects of my strategy.

Below are some of the most practical ways that you can use urgency to boost your online sales (as well as blog traffic and engagement).

Real vs. implied urgency

Broadly speaking, there are two types of urgency: real and implied. An example of real urgency is when an offer expires in 24 hours, after which point it will never exist again.

Implied urgency is when you use words like “now” and “today” to nudge readers to take action. There is no real urgency, but we’re suggesting that there’s a need to act now.

(Image Source)

Real urgency is generally more effective than implied urgency, but it’s hard to implement real urgency authentically into everything you do. If real urgency doesn’t make sense, you can make use of implied urgency.

Conclusion

There are very few instances in which a small dose of real or implied urgency won’t increase your conversion rate. That said, like all things that provide us with great power, it’s important not to abuse it.

The next time you write an email subject line, landing page copy, or a PPC advert, consider what you might be able to do to add a bit of urgency (or scarcity) to what you’re offering.

Finally, in researching this post I was surprised by the lack of case studies available on sites that had used urgency and scarcity to increase their sales. If you’ve run any experiments or are aware of any good case studies, please post them in the comments below.

Ready to transform your e-commerce business?  Enroll in CXL’s comprehensive course on e-commerce merchandizing, brand strategy, and sales growth. Learn proven CRO strategies and urgency tactics that will help you optimize conversions, build a powerful brand, and increase sales. Act fast—your future self will thank you for it!