In the world of offline direct mail it has long been understood that creating urgency increases conversion rates. Typically a special offer of some kind will expire on a particular date.

Is the same true of the web?

Do expiry dates or warnings about limited supplies actually work?

And if so, is there a best way to express urgency, and are there pitfalls to avoid?

To answer these questions we recently ran some research tests, and conducted an interview with a senior executive from a low-cost computer parts etailer.

The data Marketing Experiments collected provides some important insights into how online marketers should best use urgency as a means to increase conversions.

Get the full story at Marketing Experiments Journal