People often think too hard, wait too long, procrastinate, or simply don’t respond when presented with a call to action. As a result, many of these potential leads or customers don’t end up converting at all. By creating a sense of urgency, you can persuade your users to react more quickly, reducing some of the mental friction created by offering too much time to make a decision. Experiment with incorporating techniques such as scarcity, countdowns or loss-aversion into your sales copy to improve conversion rates.