Booking.com has a fantastic strategy for creating urgency & social proof at the same time to help book hotel stays. They do it in two ways. First, by showing...View More how long ago the latest booking was & second, by showing how many others are currently looking at that particular hotel. If others are looking at it & the latest booking was a short time ago, the potential buyer will feel comfortable knowing others are buying too (social proof). At the same time, it is creating a feeling that they might miss out to other lookers if they wait (the urgency).
Urgency/Social Proof from Booking.com Swiped in February 2014
This is the perfect implementation for Booking.com because they have a heavy frequency of users & bookings. They know the last booked & currently viewing stats will be impressive.
However, there are other ways to emulate this type of implementation for smaller traffic sites. You'll just want to try larger, more aggregated numbers such as total amount bought, page views, likes or amount of stock left, sale deadlines, shipping deadlines etc.
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 booking.com below.