Sold-out products on an e-commerce website can be frustrating for both businesses and customers. However, it’s important to remember that a sold-out product page doesn’t necessarily mean you have to lose customers. In fact, it can present your business with a golden opportunity to boost customer engagement and increase e-commerce sales.
In this blog post, we’ll explore effective strategies to convert customers, improve user experience, and ultimately enhance your online business performance.
6 Ways to Convert Customers on a Sold-Out Product Page
Making it obvious that an item is sold-out is the very least you can do for your customers. After that, you can do so much more. Rather than letting them leave empty-handed, these conversion optimisation methods can take your e-commerce store to the next level.
- Use Waitlists and Pre-orders
When a product sells out, don’t let the interest fade away. Offer customers the option to join a waitlist or pre-order the product. By capturing their contact information, you can notify them when the product becomes available again.
Waitlists and pre-orders not only keep potential buyers engaged but also create a sense of exclusivity and anticipation. In turn, this strategy increases the chances of a purchase when the item is back in stock.
- Leverage Alternative Recommendations
While customers may feel disappointed about a sold-out product, you can redirect their attention to alternative options on your online store. Implement a smart recommendation system that suggests similar products or complementary items that are currently in stock. By offering relevant alternative products, you can retain customer interest and increase the likelihood of a conversion. Ensure that you prominently display the recommendations on the sold-out product page for easy access.
- Optimise the User Experience
Sending customers to a 404 page that indicates a broken link isn’t a great idea. A better alternative is to seize this great marketing opportunity by using some creative copywriting to stir up interest in related products. A dedicated landing page that injects your brand voice while explaining the short supply of your incredible product is more user-friendly and can also build an appreciation of the product, telling customers why it’s worth waiting for. With some e-commerce personalisation, you can also display some related products that they may be interested in.
Find out how to improve landing page experience.
- Create a Sense of Urgency
Scarcity and urgency are powerful motivators when online shopping. Even though a product sells out, you can create a sense of urgency by highlighting the limited stock availability. Be sure to use relevant calls to action and consider implementing a countdown timer that indicates the release of the new product batch.
By leveraging the fear of missing out (FOMO), you can spur potential buyers to take action quickly, increasing conversion rates. Communicate the scarcity effectively to build excitement and anticipation among your customers.
- Engage with Customers via Social Media
Social media platforms provide an excellent opportunity to engage with your loyal customers and maintain their interest in your brand. Regularly update your social media accounts with engaging content related to the sold-out product. Share behind-the-scenes stories, sneak peeks, or customer testimonials to generate buzz and excitement. Encourage existing customers to share their experiences or thoughts on the product, thereby fostering a sense of community and loyalty.
Discover 20 social media marketing tips for 2023.
- Offer Incentives and Rewards
To further motivate customers and drive conversions, consider offering incentives or rewards for their patience. As part of your marketing strategy, provide exclusive discounts, free shipping, or additional perks to those who join the waitlist or pre-order the product. By showing appreciation for their interest, you not only increase the chances of conversion but also cultivate a positive customer experience and enhance brand loyalty.
Final Thoughts
A sold-out product page doesn’t have to be a dead end for your business. Instead, view it as an opportunity to engage customers, build anticipation, and enhance the overall user experience. By implementing the strategies discussed above, you can convert customers and increase e-commerce sales.
Remember: the key is to maintain customer engagement and foster a positive relationship with your audience even when products are temporarily unavailable.
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