#114: How to present “out-of-stock” items to lift conversions.

No. 114: Hey all,

Imagine one or several of your products sell out easily (maybe you don’t have to imagine). Good problem to have!

But – be careful how you present this to the customer.

It can do more harm than good to share inventory issues on the product page.

Instead, reframe it.

Here’s how to put a positive spin on backordered products to drive more purchases.

In this issue:

• This week’s win: How to reframe inventory issues to inspire more purchases.

• In the news: Why this shoe brand is experimenting with live events and podcasting.

• Quick tips: What to tell your customers BEFORE checkout.

WIN OF THE WEEK

Reframe inventory issues from “backorder” to “pre-order” to lift conversions.

Be careful with your words on the product page, especially when it comes to shortages.

When in doubt, keep it positive.

One of our wellness brands sells a high-tech health product that’s VERY popular on social media. It sells out quickly.

Before, their product page had general backorder copy that presented vague timelines for the out-of-stock item:

"This item is currently on backorder. It is expected to ship by the end of March for early April arrival."

Instead, we reframed this inventory shortage in a positive light by including pre-order timelines (without a mention of backorder). This language shift increased conversions by 19.4%.

General rule: Avoid presenting any issues to your customer.

Backorder means out-of-stock, which carries a negative weight. But a preorder presents the same lack of inventory in a positive light, with timeline specifics for the next batch. Now, it’s the customer’s move – not your issue to fix.

Communicate exactly when buyers can pre-order or join a waitlist, and when they will get their purchase.

⭐ Takeaway: Got a popular product? Put a positive spin on an inventory issue by presenting your “out-of-stock” backorders as pre-orders for purchase.

🕙 WHAT’S BREWING

Case study: This fashion brand’s product page redesign lifts conversions 23.4%.

📣 IN CASE YOU MISSED IT

Your customers are your best salespeople. Here’s why.

Having express checkout options is no longer good enough. Here's why.

How to combat high returns without obliterating future sales.

🎯 NEWS

Why Toms’ marketing is experimenting with podcasts and live events.

👀 LAST WEEK’S LETTER

Turn your site’s exit points into entry points. Here’s how.

💡 TWEET OF THE WEEK

👊 STOUT SUCCESS

Want this for your store, too?

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That's all for today.

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And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen

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