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Product Scarcity

It’s a cultural trope to “want what you can’t have,” but it’s also a principle based on decades of psychological research.

That principle, scarcity, is incredibly powerful in marketing, persuasion, and conversion optimization—when done right, especially in a free market with limited resources. If people believe that they’ll be missing out on something, they’ll be prompted to act more quickly to get it.

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Creating urgency

A few years ago, I launched a kind of “Groupon deal for musicians.” I gave away $1,250 worth of products, including recording time and iTunes distribution, for just $69.

I had spent four months building it, and invested a significant amount of my personal savings into ensuring the campaign was everywhere.

It had to work, and I obsessed over conversions. This obsession paid off when I managed to increase conversion rate from 2.5% to 10.8%.

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Form design

If you’re not following form design best practices, you’re leaving a lot of money on the table.

While forms aren’t the sexiest part of conversion optimization, they tend to be the closest to the money—the macro-conversions. Spending a little time optimizing forms can be some of the most important optimization work you can do.

Of course, best practices don’t work the same on all sites. It’s contextual. But generally, implementing form design tactics that work more often than not is a good way to get started.

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Unique value proposition

Your brand’s value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.

It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.

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