Most brands trying to create urgency rely on countdown timers, fake scarcity, or flashing banners. While these can sometimes work, they often feel gimmicky or pushy—especially when done poorly.
Urgency doesn’t have to come from manufactured scarcity. It can come from understanding why people delay buying and crafting messaging that nudges them to take action.
In this Messaging CRO case study, we’ll break down how a direct-to-consumer (DTC) wiper brand increased revenue per visitor by 18% and conversion rates by 16%—without using countdown timers or false urgency.
The Hypothesis: Use Procrastination As A Messaging Angle
Instead of forcing urgency with gimmicks, we leaned into the natural procrastination people already experience.
The idea: If we acknowledge the hesitation, build trust, and make it easier to say “yes”, we could drive more conversions.
We tested a variation of the homepage tailored specifically for paid social traffic, where motivation tends to be lower and trust needs to be built quickly.
The Messaging Changes That Drove 18% More Revenue
Here’s how we changed the messaging to increase urgency naturally:
1. A Headline That Speaks To Procrastinators
🛑 Original Headline: Focused on product features (“Perfect Fit Guaranteed”)
✅ New Headline: “I Can’t Believe I Put It Off For So Long.”
This was pulled directly from a real customer review. It captures the exact feeling people have when they finally replace their wipers—making it instantly relatable.
2. Reinforcing The Pain (Subtly)
We added a background image of a streaky windscreen, reminding visitors of the problem they’re facing. It’s a visual nudge to take action.
3. Answering Key Trust Questions Immediately
Paid social traffic often comes from people who don’t know the brand. So we tackled the biggest hesitations upfront:
✅ “Ships fast from Australia” → Eases concerns about long delivery times
✅ “Installs in under 2 minutes” → Removes fear of a difficult setup
✅ “Perfect fit guaranteed” → Eliminates risk
4. Bringing Trust Elements Above The Fold
Instead of hiding social proof further down the page, we moved the reviews and sales numbers higher. This reassures visitors instantly that the product is trusted by others.
The Results: A Big Win For Paid Social Traffic
📈 18% increase in revenue per visitor
📈 16% increase in conversion rate
By speaking directly to the customer’s experience—acknowledging their procrastination, removing friction, and building trust—we saw a significant lift in performance.
Key Takeaways For Your Brand
🚀 Urgency isn’t just about countdown timers. Address the real reasons people delay buying.
🚀 Paid social traffic needs more trust signals. Visitors often don’t know your brand—answer their key concerns quickly.
🚀 Use customer insights in your messaging. Real reviews can be powerful conversion drivers when used strategically.
If you’re sending paid social traffic to a generic homepage, you’re likely missing out on conversions. A small tweak—tailored to their motivations—can make a massive impact.
🚀 Watch how we turned procrastination into action here:
Want to see if your messaging is leaving money on the table?
Book a call, and let’s find the quick wins on your website:
