What it is: A communication tactic which encourages visitors to respond to an offer immediately. It often plays up deadlines, limited stock or a fixed number of opportunities.

What it looks like: "Offer ending at midnight!", "Only 3 tickets left!" or "First 50 customers!".

Why it matters: This type of messaging shows visitors why they should convert now or what they will miss out on if they wait. 

The bottom line: Urgency, like loss aversion, can give visitors that extra "push" to convert by tapping into their fears of losing a desired opportunity.