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Drawing attention to time-limited product offers

The countdown module is used to direct focus to time-limited product offers and product campaigns - as well as encourage conversion by introducing a sense of urgency.



Design specs

The module consists of:

  • Headline*
  • Counter*
  • Product image*
  • Body copy (Optional)
  • CTA (Optional)

* required element


Aspect ratio: 1:1
For general imagery guidelines, please see the Imagery section.


Character limit: 62
Do not exceed three lines of text on 360px screens

Body text

Character limit: 120
For general copywriting guidelines, please refer to the Writing rules.



On desktop there are 2 alignment options for this module meaning that the image can be aligned either to the right or to the left. On mobile, the image should always be above the text.

When to use

Use this module to convey time sensitivity and express scarcity to customers. 

The module is quite specific in nature and will work best on PDP’s or Brand pages and pages with limited time product offers. It is often used to capture attention and urge customers to sign up for an event or avail themselves of a time limited offer. The module will usually feature a CTA.

The main function of the module header and text should generally be to lead the customer to the CTA and as such it should be kept short and to the point.

Examples of use

Do's and Don'ts

DO: Place the images with a transparent background. Display full product in the designed area. 

DON’T: Use the product images with white background.

DON’T: Use the product images in a scenery. Instead use Countdown + image module, that has 16:9 ratio.

DON’T: Crop the product images.

DON’T: Use the countdown alone, without copy the context for the countdown is important. Using a headline is required for this module.