We're more likely to act if the clock is ticking…
Crafting a window of time is a delicate art. Use positively to inspire exploration and not to compel decisions that aren’t in a customer’s best interests.
Tomm, B. M., & Zhao, J. (2017). Scarcity impairs online detection and prospective memory. Trials, 40, 50.
The study
90 people were asked to solve 50 puzzles in either 10 or 40 minutes. A time-saving notification stating that “This question isn’t worth any points. Press A to skip” would pop up for half the puzzles.
Results showed that the time-scarce group ironically were more likely to miss the time-saving notifications due to their heightened focus on task completion.
Tomm, B. M., & Zhao, J. (2017). Scarcity impairs online detection and prospective memory. Trials, 40, 50.
Key Takeaways
Time Scarcity increases conversion under a few conditions
Make sure your use of it is on-brand, authentic and not overly-aggressive to avoid harming long-term trust and loyalty.
A big clock with red flashing text may boost sales in the short-term but risks damaging brand perceptions in the longer term and will lead to Reactance in the more behaviorally-aware and in more mature markets with stronger competition.
Use time windows for excitement.
Particularly for experiments with new ideas or for seasonal Limited Editions. Starbucks’ Unicorn Frappucino was on sale for 5 days only. It sold out in just 3 and generated 160,000 Instagram posts.
Develop novel ways of saving people time.
People who spend money on time-saving purchases report greater life satisfaction (Whillans et al, 2017).
Amazon and Sainsbury’s are exploring no-queue, no-till shopping. Just scan on the app and leave. How can you free up even a few minutes of our most precious commodity?
In further detail
We're more likely to act if the clock is ticking…
Crafting a window of time is a delicate art. Use positively to inspire exploration and not to compel decisions that aren’t in a customer’s best interests.
Tomm, B. M., & Zhao, J. (2017). Scarcity impairs online detection and prospective memory. Trials, 40, 50.
The study
90 people were asked to solve 50 puzzles in either 10 or 40 minutes. A time-saving notification stating that “This question isn’t worth any points. Press A to skip” would pop up for half the puzzles.
Results showed that the time-scarce group ironically were more likely to miss the time-saving notifications due to their heightened focus on task completion.
Tomm, B. M., & Zhao, J. (2017). Scarcity impairs online detection and prospective memory. Trials, 40, 50.
Key Takeaways
Time Scarcity increases conversion under a few conditions
Make sure your use of it is on-brand, authentic and not overly-aggressive to avoid harming long-term trust and loyalty.
A big clock with red flashing text may boost sales in the short-term but risks damaging brand perceptions in the longer term and will lead to Reactance in the more behaviorally-aware and in more mature markets with stronger competition.
Use time windows for excitement.
Particularly for experiments with new ideas or for seasonal Limited Editions. Starbucks’ Unicorn Frappucino was on sale for 5 days only. It sold out in just 3 and generated 160,000 Instagram posts.
Develop novel ways of saving people time.
People who spend money on time-saving purchases report greater life satisfaction (Whillans et al, 2017).
Amazon and Sainsbury’s are exploring no-queue, no-till shopping. Just scan on the app and leave. How can you free up even a few minutes of our most precious commodity?
In further detail
We're more likely to act if the clock is ticking…
The study
90 people were asked to solve 50 puzzles in either 10 or 40 minutes. A time-saving notification stating that “This question isn’t worth any points. Press A to skip” would pop up for half the puzzles.
Results showed that the time-scarce group ironically were more likely to miss the time-saving notifications due to their heightened focus on task completion.
In detail
Unsuspecting customers of UK Supermarket Tesco are met with a mysterious, expected item in their weekly shop. What's going on?
Read moreOffering a positive, brand-enriching experience that's far-removed from conventional misuse, UK-based Honest Burgers show us how to 'do scarcity' well
Read moreScarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Default Effect
We tend to accept the option pre-chosen for us
Anchoring
What we see first affects our judgement of everything thereafter
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Salience
Our choices are determined by the information we're shown