Ruby Lane, the world's largest curated marketplace for vintage & antiques, does an amazing job of introducing urgency, social proof and a reminder of scarcity...View More on their product pages. If you think about it, the antique selling business, full of one-of-a-kind offerings, is the perfect & possibly easiest business to demonstrate just how scarce the goods being offered are. Ruby Lane takes this to the next level by telling you how many others have added an item to their wishlist or maybe even in their cart. They do a fantastic job of leveraging their wishlist feature & coupling it with cart additions to keep you guessing whether the people interested are literally about to buy or simply liked the item, but never intend to buy it. Without the wishlist and proper traffic, this tactic could backfire, but Ruby Lane pulls it off.
If you are selling items that are rare or limited in way, make sure you remind visitors around the call-to-action or add-to-cart button. You want to make sure they're aware at the point of sale when it's most important.
Notice how Ruby Lane puts there urgency message in a standout red with a warning sign. Without that, it wouldn't get the same attention. When you have an important message like that, give it that extra emphasis.
This works very well for Ruby Lane because of their traffic and amount of people who use their wishlist. If you don't have this type of activity, it could have the opposite effect. People will be turned off if they see no one is interested.
This can also work as social proof in that if there are a good amount of people interested, it validates the value of the product. You can implement this by using tools like testimonials & previous purchase numbers on your product pages.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of rubylane.com below.