# Urgency message only above the order button: 32% worse

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Sales, urgency & limited-time offers, Add-to-cart & CTA buttons
- Date shared: 2015-09
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/how-adding-urgency-helps-improve-conversion-rates/
- Page: https://liftarchive.com/test/cf-physical-product-urgency-above-order-button-lost/

Putting a message that the $99 intro price wouldn't last right above the order button hurt results: the page with no message converted 32% better. Conversion Fanatics ran this test for a seller of a customizable shipped product. The order button only appeared after shoppers finished customizing, so the message showed up late.

## Result

**32% worse**

- Negative result: the control converted 32% better than this variation.
- In the same test, showing the message above and below the form instead lifted conversions by 41%.
- No conversion rates, sample size or significance were shared.

## Control

The page showed the $99 introductory price with no urgency message.

## Variant

An urgency message about the intro price sat only right above the order button. That button appeared once shoppers had finished the customization dropdowns.

## Why it likely lost (our reading)

- The message only appeared at the last step, after shoppers had invested effort. A late warning can feel like pressure.
- Shoppers had no chance to factor the deadline in from the start.
- Text right by the button may have added doubt at the moment of decision.

## Caveats

No sample size, duration or significance level was shared, so treat the size of the drop with care. The data is from 2015.

## How to run this test

- Hypothesis: If we show an urgency message right above the order button, then more visitors will order because the deadline is in view at the moment of decision.
- Primary metric: Conversion rate
- Guardrail: Order button click rate
- Guardrail: Form completion rate
- Guardrail: Refund rate
- Who should test it: Sellers with a real deadline who want to find the best spot for it. This result suggests testing placement early in the page first, and being careful with messages that appear only at the last step.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-physical-product-urgency-above-order-button-lost/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.