There’s going to be times when some of your products will be out of stock, whether they are seasonal products, they are hand-crafted and it takes longer to manufacture them, or you had unexpected demand.
Most online shoppers will get disappointed if they land on a product page and notice that the item they’ve wanted to purchase is no longer available. Luckily, you can turn their disappointment around and not lose them as customers.
Here’s how to approach sold-out product pages.
Explain Why The Product Is Out Of Stock
When a potential customer lands on a product page but the item they wanted to buy is no longer available, they would probably want to know if the product is forever sold out or you’ll get it restocked.
So the first thing you need to make clear on these sold-out product pages is the reason why they are out of stock. That way, the visitor will know whether they can return later on and purchase it.
In case your product is seasonal or hand-crafted, you can take advantage of this fact and use it to create a story around your brand. This will let people know that quality is an essential factor to you and so they will think it’s worth waiting for the item to be restocked.
Get Their Email Address
You could count on the fact that a person wants your out-of-stock product so much that they will remember to check in again in a few days or weeks, depending on when you’re going to bring it back.
But the truth is people rarely do that because they often forget.
To make sure you don’t lose them as a customer you need to get their email address by promising you will notify them when the product will be back in stock.
Suggest Similar Products
If you sell products similar to the one that’s sold out (which you probably do), then we recommend making suggestions towards those products.
Try to find a balance between how many products to showcase. If you show too many, then the buying decision might feel overwhelming. If you display too few, then the customer might not be happy that they don’t have enough options.
Generally, the suggestions should be made based on the products that people end up buying instead of the one that’s sold out.
Set Up Pre-Orders
If you know exactly when your products are going to be back in stock, then it’s a good idea to set up a pre-order button. That way, the visitors that didn’t see the items while they were on stock can be the first ones to get their hands on them.
It’s crucial to make the timeline of the delivery extremely clear so your customers can avoid false expectations, such as thinking the product will be delivered right away.
If you have products that will run out of stock temporarily, then you definitely need to use these ideas to convert as many visitors as possible and provide a personalized experience.
But if you have some products that will run of stock permanently, then you need to make this clear and add product suggestions on the page, or you can redirect visitors to the category page for the type of product you were selling.
We hope this help your marketing strategy and that you’ll use them next time one of your products goes out of stock. Good luck!
Want more eCommerce tips? Then make sure to read more articles on our blog.