When site visitors encounter something expected they slow down and curiosity spikes.
Let’s say you’re looking for ways to drive up email signups. This example from Trumans.com could be an inspiration.
On the Truman’s homepage, the email signup is on top of the page. Below it is a countdown timer. Normally, email signup call-to-actions make an offer like “G
Here there is no explanation for the countdown timer.
This is genius because now I’m 10x more interested (our brains are wired to detect anomalies). What happens once I signup? I’m dying to know. The only solution is to actually sign up.
Here is what I saw: