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The Scarcity Effect
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A limited supply of something encourages action.
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Introduction
People will feel pressured to make a decision (e.g., to purchase an item, or sign up to a trial), if they believe that there is a limited supply, or a limited time to act.
For example:
- "Only 4 remaining"
- "Only 3 days left to redeem this offer"
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Potential impacts
Conversion rates
- A limited supply (of more or less anything) can incentivise people to convert (make a purchase).
Purchases
Sharing & referrals
- People may be more incentivised to invite their friends, if they believe that the supply is limited.
- "It's now or never".
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Product tips
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"An exceptional resource for learning how to build habit-forming products that people love."
"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."
"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."
"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."
Unlock this article instantly with Built for Mars Premium
Subscribe to BFM+
If features can be coded in minutes, thoughtful design is what wins
- Unlock the entire library
- Create custom UX courses
- Access our AI tools
£12 per monthbilled annually
or, wait for the free stuff
Join the free newsletter
Get the free content when it's released, straight to your inbox, no account required
"An exceptional resource for learning how to build habit-forming products that people love."
"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."
"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."
"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."
Written by Peter Ramsey
Published
Last edited
