Card #21

Limited Duration

Given a choice between action and inaction, a limited time to respond increases the likelihood that people will participate.

How might this apply to the Web?

While commonly used to promote purchasing behaviors, limited durations can also be used to shape day-to-day behaviors. Set limited times when certain actions can be taken. Make rewards available at specific times or have options that disappear if no action is taken within a specific period of time.

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