# Urgency message above and below the order form: +41% conversions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Sales, urgency & limited-time offers
- 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-message-placement-won/

Adding a message that the $99 introductory price wouldn't last, shown both above and below the product customization form, lifted conversions by 41%. Conversion Fanatics ran this test for a seller of a customizable shipped product. In the same test, putting the message only above the order button lost.

## Result

**+41% conversions**

- Conversions rose 41% against the control.
- A sister variation with the message only above the order button lost: the control converted 32% better than it.
- No conversion rates, sample size or significance were shared.

## Control

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

## Variant

A message saying the intro price would not last appeared above the customization form, so it was visible on page load. It also appeared again lower down, near the order button.

## Why it likely won (our reading)

- The message was visible as soon as the page loaded, before shoppers started the form.
- A real deadline on an intro price gives people a reason to act now instead of later.
- Seeing the message before the effort of customizing may have framed the whole process as worth finishing.

## Caveats

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

## How to run this test

- Hypothesis: If we tell visitors on page load that the intro price won't last, then more will order because they have a clear reason to decide now.
- Primary metric: Conversion rate
- Guardrail: Refund rate
- Guardrail: Form completion rate
- Guardrail: Conversion rate after the price rises
- Who should test it: Sellers with a genuine time-limited price or offer. It is a poor fit if the deadline is fake or keeps rolling, which can damage trust.

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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-message-placement-won/).
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.