The Psychology of Scarcity
Humans are psychologically pre-programmed for survival. In today’s modern society, that’s not necessarily a chief concern, but the DNA is there. From a marketing perspective, this boils down to capitalizing on consumer desire.
Scarcity is a familiar concept that has been deeply embedded into marketing since the first radio ad hit the airwaves. “Now through Dec. 23rd” “Act now to secure your…” “Don’t wait, supply is limited,” and the classic, “Now, for a limited time only…”
This is what the prospect is thinking and the questions you have to answer:
- Why do they need it now?
- What will happen if they don’t get it?
A countdown timer is the top scarcity activator in digital marketing funnels. They offer a visual representation of the need to actively consider an offer because they don’t have much time to deliberate or put it off. There is a deadline for their decision and their goals or desires by association.
THE OLD: Deadline Funnel
At Litchfield Media, we’ve been using and recommending Deadline Funnels for years. While it’s not the most diverse and exciting option, it’s been serviceable. You can track prospects across devices and manage multiple campaigns, and it’s 100% cloud-based.
THE NEW: Countdown Hero
Put this hero in the next installation of the Marvel Universe because he’s changing the game. With a ridiculously easy-to-use backend, a comprehensive tracking dashboard, and far more customization options than Deadline Funnel, we’re holding out for THIS hero here at Litchfield Media.
The Pro + Con Breakdown: Countdown Hero vs. Deadline Funnel
|Countdown Hero Pros||Countdown Hero Cons||Deadline Funnel Pros||Deadline Funnel Cons|
|Tracks prospects via email|
Tracks prospects via web code
Tracks prospects via email link
Loads of customization of the timers
Unlimited Contacts (with affordable upgrade)
Can automatically redirect traffic from expired offers to an upsell/downsell
Evergreen flash-sale countdowns
Fixed timers for live launches
Upgraded security to ensure your timers can’t be circumvented
Compatible with multi-page campaigns
One timer can power multiple offers, products, etc.
Automated evergreen countdown timers are unique to each prospect
Integrates with most known email marketing platforms
Connects with multiple email platforms simultaneously
|You have to refresh the HTML code for each email you want to use it in|
Yeah, that’s it.
Tracks prospects from device to device
Multiple campaigns compatible
Fixed and evergreen timers
Cloud-based but plugin-friendly
Automatic time zone adjustment
Some timer personalization options
Integrates with most web builders (landing pages, WP, etc.)
|One type of timer design per campaign|
Can’t save design templates
Limitations in the starter plans
You have to upgrade frequently to use more funnels
COUNTDOWN HERO COST: ONE-TIME FEE $97 + One-Time Upgrades Available
DEADLINE FUNNEL COST: Starts at $39 a month for the base package ($468 per year)
Countdown Hero Is Easy To Use In Four Steps
Set Timer Location
Where are you using your countdown timer? Email? Landing page? Check out page? All of the above? Wherever your customer needs to be moved closer to making a buying decision is an appropriate place for a countdown timer.
Adding the code is a simple copy + paste maneuver which even the least tech-savvy operator can manage. Watch me quickly and easily add code to an Active Campaign email here in this video.
Choose your start and end time for each timer. For email subscribers, this countdown will be unique to each person, with no circumventing the timer technology because of outdated cookies. This is true scarcity awareness that WORKS.
Countdown Hero is so much more customizable than Deadline Funnel timers. Here, you can choose color, style, fonts, dividers, and titles, use or remove the seconds counter, and add banner text and expiration text. Watch me play with all the settings HERE.
Set Backup Location
Let’s say your prospect missed their offer window. What’s your downsell or upsell offer? Once the timer has expired, rather than losing out on their sale, offer something else on a different page.
They have already clicked through to see your offer. This is a golden opportunity to leverage traffic you’re already getting and stop leaving money on the table.
Don’t Have A Countdown Timer In Your Funnel?
Let’s fix it. Here’s where and why you should be using timers in your sales funnel.
Landing Page Timers
As soon as they lay eyes on your offer, you want them to know they must make a decision soon. Fence-sitters and tire-kickers will be warned and nurtured off the bench to snag your slam-dunk offer before time runs out.
Email offers an additional layer of personal connection. Anyone can go to a landing page, but only THIS prospect gets THIS timer in their inbox. It creates a more organic nudge to take action.
Shopify Store Timers
Shopping discounts, shipping deals, and bundle bonuses are some of my favorite ways to increase your sales or average order value. When they’re tied to countdown timers, this can accelerate the checkout process and close the sale quicker.
If You’re Paying For Traffic, Make It Count
Paid traffic is necessary for your lead generation strategy but comes at a cost. Complement your offer with an action-driving countdown timer and capture more conversions.
Even Shopping Giant Amazon Has Them
Whether your funnel or offer is new, or you’re a sales funnel veteran, if Amazon uses them with any measure of success, you know they’re getting their money’s worth.
How NOT To Use Timers
Nobody likes a phony. Having a countdown timer just for the sake of having one – that’s not tied to any real timeline or data – will be ineffective and smacks of slimy sales tactics. If you’re going to install a countdown timer, it must be tied to your campaign goals, individual prospect activities, and a tangible timeline.
Want To Try Countdown Hero?
Check it out for yourself HERE let me know what you think!