“Exploit the urgency and scarcity principle for your site and you’ll see conversions increase dramatically”. This is one of the most recurrent expressions on the web when talking about marketing strategies, but it could not be truer. If users realise that their time to make a decision is limited or that the product they are interested in is available only in a limited number of items, they will decide to purchase sooner and quicker. That’s exactly what a countdown makes.