TheVigilante
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Scarcity is one of the most effective tactics in a marketer’s arsenal, but are you using it effectively?
More often than not, marketers use false scarcity. In these cases, this persuasion principle can backfire against your sales.
So how can you use scarcity in the right way? In this case study, Growth.Design explains how Uber Eats ethically leverages real scarcity to boost sales.
More often than not, marketers use false scarcity. In these cases, this persuasion principle can backfire against your sales.
So how can you use scarcity in the right way? In this case study, Growth.Design explains how Uber Eats ethically leverages real scarcity to boost sales.
- Making it real: Limited-time free delivery. If you order within a certain time limit (usually within minutes) Uber Eats allows you to share the delivery with another user. This kind of scarcity is real because it is actually based on a limited resource (delivery time).
- Make the scarcity benefit the customer: Uber Eats customers believe in the sharing economy. Being able to share your food ride with neighbours matches up with that philosophy. In this case scarcity becomes more about branding than selling.
- Remind the user about the scarcity throughout the whole funnel, including the checkout page.
- Personalization reduces churn rate: Users tend to follow more or less the same steps on your platform/store, so removing repetition and unnecessary steps will improve their experience when completing purchases or other actions.
- Upsell + social proof: Obviously Uber Eats wants to spike that AOV up with upsells, whether it is desserts or sauces. Make sure to add some social proof as well by including “People also ordered” on top of the upsell offers.
- Serial position effect: People are more likely to recall the first and last points on a list. So, if you have a list of products or bullet points make sure the best ones are placed at the top or bottom.
