Creating Urgency on the Shopping Cart Page

If you caught last post, you’ll recall that I promised a follow up with tips for shopping cart pages. Well, I’m going to extend the cliffhanger a little bit – you’ll have to hang tight until Monday, because I wanted to share these examples of creating urgency in the cart (as recommended last post) that I came across while preparing my next post.

We know that a portion of you customers will abandon because they are simply not ready to purchase right away – perhaps they want to comparison shop, they need to discuss with a spouse, they are waiting for a paycheck or just a rainy day. The comparison shoppers and “rainy days” are the ones you want to win over with urgency.

CompUSA shows a large callout with “You saved $119.00 today. Check out now before these deals expire!

It also includes what could be a subliminal message. Did you catch it? “Order today. Ships today.” (This would be an interesting test!)

Overstock highlights sellout risk:

This makes the shopper think about how much they really want the item, as it may not be available tomorrow.

Any other ideas of how to create a sense of urgency in the cart?

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8 Responses to “Creating Urgency on the Shopping Cart Page”

  1. Why should retailers wait until the shopping cart page to create urgency?? Should this not be a function of the actual shopping / browsing experience. IMHO shopping carts should serve only one purpose …. to facilitate a quick and easy checkout!

    -d

    • Hi David,

      Yes, urgency can be communicated throughout the process, however because research shows people actually get to the cart without the intention to purchase immediately, the urgency in the cart can help create that “I better not defer” feeling. And we know with advertising a message has to be repeated many times before it’s “heard.” So reinforcing value propositions and urgency at the cart may be the first time the customer actually notices, as during the search/select process they may have been tuning out the peripherals.

  2. Petru says:

    I get the impression that the french speaking customers (in France) are rejecting pressure. Maybe they feel it as hustling of so by french standards… no idea.

    Do you have this kind of signals in Canada’s french speaking part?

    • Have you been testing this? I don’t have any data for French Canadians…

      • Petru says:

        I tested it and seem to create rejection.
        Unfortunately, with low volume/high margin niche I couldn’t afford too much testing.

        But I also noticed another interesting things. In french e-comm they avoid “add to basket” / “buy now” buttons opting instead for “ajouer au panier”/”passer la commande” – which is more like “to add in the basket”/”to pass the order”, not so active/ commanding (see amazon.fr as reference).

        In my opinion (I’m not native speaker), French speakers (from France at least) tend to reject certain amounts of pressure.

    • Spiep says:

      We all understand the fact that each culture has its own seizures. You can see even in one language culter we can find subcultures. (you can’t sell the same in Ardeal and Moldova… and you know what i mean, i suppose). ;)
      The idea is to test the local market. Test, test, test.

  3. Fyin.com says:

    Creating a “countdown” icon on the checkout or even shopping page can help your abandonment rate. For instance a ticker that counts down to a given time saying “free shipping if you purchase before…”.

    Also, email marketing is a nice tool you can use. Example, email attained in shopping cart to create the account can be used to send out messages at given times. (an hour after send out email saying that there are items still in the cart (can up-sell here), a week goes by and you offer a 10 % discount or free shipping).

    However, you want to make sure that your system recognizes returning customers so that they do not take advantage of the system and continuously wait to purchase until they receive these promos!

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