Myth: "Add a countdown timer, urgency always lifts CVR"

Fake countdown timers are so 2018 the audience clocks them instantly. Trench note: I removed the obvious resetting timer and conversion went up.

When the buyer sees the timer reset on refresh, you just told them the whole page is fake. That suspicion bleeds onto your offer and your guarantee.

— Real scarcity beats fake urgency: "this batch ships from limited stock" tied to an actual constraint, or a genuine cohort/price-lock.
— If you can't make it real, drop it. A debunked-looking timer poisons trust everywhere else on the page.

Urgency works. Transparently fake urgency backfires on a skeptical health buyer. Swap the gimmick for a believable constraint or cut it clean.

Go test it.