How a Scarcity Widget Boosted Bookings for a NZ Tourism Campaign

How a Scarcity Widget Boosted Bookings for a NZ Tourism Campaign
A well-placed scarcity widget can dramatically boost conversions on your WordPress landing page by creating urgency and highlighting limited availability. In this New Zealand case study, a tourism campaign promoting South Island getaways saw a 25% increase in bookings after adding a countdown timer and real-time stock counter. By leveraging urgency, authentic messaging, and smart design, the widget encouraged faster user decisions and reduced bounce rates. Whether you’re promoting a Queenstown adventure, Rotorua spa retreat, or Auckland event, adding a scarcity widget could be the key to converting more visitors into paying customers.

A scarcity widget is a powerful addition to your WordPress landing page—especially when you’re promoting time-sensitive offers in New Zealand’s competitive tourism and events industries. By combining countdown timers with stock or availability displays, these widgets tap into the psychological principle of urgency to drive conversions. Whether you’re advertising limited seats for a Waiheke Island wine tour or promoting a flash deal on Queenstown ski packages, a scarcity widget can significantly enhance your online engagement.

This article walks through how one New Zealand-based marketing campaign leveraged a scarcity widget to increase bookings for a local vacation package—along with best practices you can apply to your own campaigns.


Background: Converting Browsers into Bookers

A digital marketing agency based in Auckland was hired to improve conversions on a WordPress landing page promoting an exclusive South Island getaway package in partnership with House of Travel and local luxury lodges near Lake Tekapo. Despite beautiful visuals and detailed itineraries, the page suffered from low booking rates and high abandonment at the final step of the user journey.

User behavior suggested that while interest was high, many visitors hesitated to commit—likely due to uncertainty around availability and urgency.


Objective

The goal was to implement a scarcity widget that:

  • Created urgency through a countdown timer showing when the offer expires.

  • Displayed limited availability using a real-time stock counter (e.g., “Only 4 packages left!”).

  • Seamlessly integrated into the WordPress landing page, encouraging users to act fast.


Strategy

1. User Behavior Analysis

Using tools like Hotjar and Microsoft Clarity, the agency analyzed heatmaps and session recordings:

  • Most users scrolled for information but rarely clicked the “Book Now” button.

  • Visitors lingered near package details but lacked a clear prompt to act immediately.

  • Analytics showed that visits spiked during long weekends and public holidays like Waitangi Day, but bookings didn’t follow the same trend.

2. Solution Implementation

To trigger quicker user decisions, the team developed a custom scarcity widget with two key features:

  • Countdown Timer: Displaying time left to book before the offer expired (e.g., “Ends in 01:23:45”).

  • Stock Counter: Showing real-time updates on remaining travel packages (e.g., “Only 3 spots left for March departures”).

The widget was placed above the fold, directly beneath the main hero image and CTA.


Design & Functionality

  • Color Scheme: Used high-contrast colors like Kōwhai yellow and Pōhutukawa red—recognisable and native to NZ branding palettes.

  • Messaging: Headlines like “Limited Time Offer – Only 5 Packages Remaining” and “Hurry! Escape to the South Island This Summer” helped drive action.

  • Real-Time Logic: The stock counter dynamically updated via JavaScript and WordPress’s REST API, linked to actual booking numbers.


Implementation Process

1. Widget Design

The design was mobile-responsive and minimalistic, in line with trends followed by Kiwi travel brands like JUCY and GO Rentals.

2. Development Approach

  • Countdown Timer: Used the HurryTimer plugin, which supports WooCommerce and time-based campaigns.

  • Stock Counter: Custom-coded using JavaScript, retrieving availability via an API connected to the booking system (in this case, BookitNZ).

3. Integration

  • Combined the plugin shortcode for the timer with a custom HTML + JS block for the stock counter.

  • Ensured compatibility with Elementor, as the site was built using this page builder.

4. Testing

  • Ran A/B tests during Auckland Anniversary Weekend, comparing a page with the scarcity widget to one without.

  • Measured user scroll depth, time-on-page, button clicks, and completed bookings.


Results

The scarcity widget delivered strong performance metrics within just two weeks:

  • +25% Increase in Conversions: More users completed bookings, particularly during promotional weekends.

  • -18% Bounce Rate: Visitors were more engaged and stayed longer.

  • +70% Engagement with the widget zone (as seen in heatmaps).

  • Positive Feedback from customers who appreciated clarity on package limits.

A notable spike came after the widget was mentioned in a Stuff.co.nz travel column highlighting last-minute summer deals.


Lessons Learned

  • Visibility Is Key: Placing the widget above-the-fold ensured users saw it immediately—especially important on mobile.

  • Urgency + Scarcity Work Best Together: A combined message of “limited time” and “limited stock” proved more effective than either alone.

  • Real-Time Credibility Matters: Live updates added trust and made the offer feel genuine, avoiding the risk of looking like a gimmick.

  • Testing Drives Insights: A/B testing revealed which wording and layout performed best.


Conclusion

This New Zealand-focused case study highlights the tangible impact of a scarcity widget on travel and tourism landing pages. In an industry where spontaneity meets hesitation, leveraging urgency and scarcity in a credible way can make all the difference.

Whether you’re promoting Rotorua spa getaways, Nelson vineyard tours, or limited seats to the Wellington Sevens, a tailored scarcity widget can help convert browsers into bookers—faster.




    Full-Service Agency

    Here at PrefrCo, we’re on a mission to create opportunities for clients. We believe nothing is more important than partnerships that drive long-term business success. Our diverse team maximizes impact for our clients. We outthink the competition, not outspend them.

    It goes without saying that we’re big fans of purpose-driven design. We craft innovative digital experiences to give your customer’s the most effective interaction with your brand. We understand the time and effort it takes to build an audience in today’s digital world, which is why we value efficiency, security and custom solutions above all else.

    • Website Development 
    • Responsive Design
    • Website Accessibility
    • Search Engine Optimization
    • Hosting & Server Management
    • Email Marketing

    Looking to take control of your online social presence? Look no further. We’ll monitor your brand, industry and competitors and create relevant content that keeps your business ahead of the curve. All with the goal of gaining customer loyalty and confidence in your brand.

    • Platform & Reputation Management
    • Review Monitoring
    • Organic Posting
    • Paid Social Advertising

    Customized conversion tracking? Personalized analytics programs? Dedication to data-informed decisions? Check, check and check! Our in-house data team sifts through large data sets every day to provide our clients with valuable insights and the highest possible return on investment. In short, data drives everything we do.

    • Ad Tracking & Measurement
    • Custom Reporting & Analysis 
    • A/B Testing
    • Market & Industry Research
    • Conversion Rate Optimization