Creating Urgency With Ecommerce Landing Pages

Creating urgency (i.e., why now) is tough in marketing. I've wanted an Oura ring for at least 2 years, and I finally bought it over the holidays. It wasn't an email that finally pushed me over the line. It wasn't an influencer. It wasn't an ad. What finally got me to purchase was my decision to prioritize my health and sleep more in 2025. This isn't unlike B2B purchases. We all want our buyers to buy now, but creating urgency is one of the toughest things to do in marketing. There are good and not-so-good ways to do this. I'm a critic of the approach of offering a discount b/c it's the end of the quarter. Does this work? Kinda. But it's fake/manufactured urgency, and you're not adding value. You're teaching your audience to only buy from you when you're offering a discount. Here's how I think about creating urgency for buyers to BUY NOW! ✅ Highlight the Cost of Inaction Clearly articulate the costs (financial, operational, emotional, etc.) of not solving the problem now. Do the math for them. HOWEVER, your math has to be believable. Otherwise, you're losing trust. Use data and case studies to show how delays have worsened similar problems for others, leading to missed opportunities. Calculators and other interactive tools are great here. ✅ Use Real Scarcity I got an email last week saying, "There are only 10 spots left for the webinar; save your seat." That's fake. It's manufactured scarcity. You're not fooling anyone. But there are ways to use real scarcity. This could be offering something exclusive—like beta access, personalized onboarding, or a VIP cohort—emphasize the limits and explain why. For example: “We’re capping this cohort at 15 teams to ensure each gets hands-on guidance.” Another option is to use real-world deadlines, like regulatory shifts or upcoming industry events. For example: “New privacy regulations go into effect on March 1. Get compliant now to avoid disruptions.” ✅ Showcase Rapid Changes in the Market Tell your buyers how changes in the market or industry trends make immediate action beneficial. Give them insights on recent changes, like regulatory changes, technological advancements, or even competitive actions that would make the buyer want to act now. ✅ Emphasize the Quick Wins Show them the immediate benefits of addressing the pain points. Show how acting now provides instant relief (pain killer) or advantage (vitamin). And I've learned that you really have to translate the value for your audience. Don't make them think. ✅ Use Social Proof to Create FOMO. Highlight stories of peers that they know in the industry who have successfully implemented your product or seen benefits from acting quickly. This is why influencer marketing is making a big splash in B2B (it's about time B2B caught up with B2C... but we're not quite there yet). I know people way smarter than me have plenty of thoughts on this. What are you doing in your marketing to create urgency? 

Sales Isn't Just About Benefits. It's About the Buyer Brain. Let’s talk about why most pitches fall flat—and what to do instead. 💣 It's not your offer, 💣 not your price, 💣 not even your timing. The real issue? ➡️ Framing. 🧠 Here’s why: the buyer brain is wired to avoid loss faster than it chases gain. This principle—loss aversion—isn’t just psychology, it’s sales gold. Most sellers lead with upside: ✔️ "You’ll save time." ✔️ "You’ll increase revenue." ✔️ "You’ll scale faster." Sounds nice. But it rarely moves the needle. ❌ Benefits don’t create urgency. ✅ Perceived loss does. The amygdala—your buyer’s fear sensor—lights up when they sense something slipping away. That’s when decisions happen. So shift your frame: 📉 Lost time → “Every month you delay is another month stuck in the same chaos.” 📉Missed revenue → “That pause might cost you more than you think.” 📉 Falling behind → “Your competitors aren’t waiting. Why are you?” You don’t need sleazy pressure. You need a clear perspective. 👉 Frame what’s already being lost. 👉 Help buyers see what’s at stake. 👉 Create urgency with truth, not tricks. 🎥 In today’s video, I unpack how to build urgency (without discounts or desperation) using buyer psychology and real-world phrases that flip the switch from “maybe later” to “let’s do this.” 🎬 Watch the video for more – you don’t want to miss this. https://lnkd.in/dSAS-C6Q #salesstrategy #buyerpsychology #lossaversion #salescoaching #b2bsales #framing #decisionmaking #sellingtothebrain

One simple promo bar test generated $109,705 in additional annual revenue. This fashion and apparel e-commerce site's products were great, but their promotional strategy needed work. The test: Add a promotional countdown timer bar whenever they ran sales. The design: Simple banner under their main navigation showing: - Current promotion details - Countdown timer creating urgency - Non-clickable design to avoid distraction The results after just 2 weeks: - Generated $15,998.71 in additional revenue during the test period - Projected annual increase: $109,705.44 (based on running promos 4 days per month) - If they ran daily promos: potential $834,218.45 annual increase Urgency drives action. When customers see time ticking away on a good deal, they stop hesitating and start buying. The implementation key: The bar wasn't clickable. It didn't redirect traffic or create navigation confusion. It simply communicated value and urgency. Sometimes the simplest additions create the biggest revenue impacts.