Time Limited Offer Test – Revenue Increased by 24.5% and Orders by 18.5%

Almost on every website nowadays you will find offers like save 20% etc. The question is how to make them work just beautifully? My answer: limit your offer with an end time, i.e. offer an expiry day, thus create a scarcity.

By doing so, on a website which was selling annual plans for their membership and was already offering 40% off the second year I have increased revenue by 24.5% and orders by 18.5% just by making a very little change on their website. That change took 1-2 hours of developer resources to implement.

Below are the changes I have tested. Yes, all what we have done was adding a line of text ‘Offer expires 31st March’ into two strategic places on this pricing page. One below the site main headline and another right in the pricing plans table, just above the main join CTA.

   

Orders screenshot

We have ran this test for 31 days, i.e full month. At first, this variation was losing compared to the control. But on the 15th day, as visitors were getting closer to the end of this offer we suddenly saw a change. Visitors who viewed this end offer started buying more and more. Then 3 days before expiring of this offer the conversion suddenly spiked.

 

Revenue screenshot

What was however also noticeable that visitors were choosing the most expensive option over the cheaper one (1 year) meaning we have also increased average order value. Revenue started going up from the day 14th.

Conclusion:

What was happening here in this test is called scarcity effect. If there is a good offer limited by a time our brains start evaluating it, which usually triggers a warning: once gone I might have missed it. Basically, in this test we have explored this human element of behavior. My advice? Anytime you run a special offer limit by time to sell the most.

There are also more additional techniques which help to boost conversion even more from these limited offers, but those are available only to email subscribers.

Having an urgent question about your site conversion? This is how you can contact me FREE anytime and I will get straight back to you.
Email: jan@proimpact7.com
Skype: jan.petrovic

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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