Managing out-of-stock products is crucial for successfully running an online store. Proper handling in these situations not only helps maintain customer satisfaction but also preserves the SEO value of your website. Here's a guide on how to best handle situations when a product is unavailable and how to turn these opportunities to your advantage.
1. Management in Lists
When a product is out of stock, it's important to consider how to display it in categories and other lists to improve user experience and increase chances of selling available products.
One option is to move the product to the end of the category list. If a product is unavailable, you can move it to the end of the list, meaning customers see currently available products first. This approach increases the chances of immediate purchase and reduces the likelihood of customers leaving the page without making a purchase. It's also recommended to have bestsellers and most popular products at the beginning of the list, while out-of-stock products are at the end.
Another option is to completely hide the product from lists. Although this doesn't affect SEO value due to loss of page URL, as the product page URL will still be active, hiding the product can reduce confusion and maintain a better user experience. It's also important to check how out-of-stock products are displayed in other lists, such as related articles, recommended products, or the list on the homepage. Consider that it's good to move out-of-stock products to the end or omit them from these lists as well, to ensure users see only current and available options.
2. Preserving the Product Page
When a product is unavailable, it's not necessary to remove the product page. Keeping the page is important for several reasons. One of the main advantages is that you maintain SEO value. If you remove the product, you lose the SEO value of that page, which can reduce organic traffic from search engines. This means it will be harder to attract visitors searching for this product through search engines.
If you decide to remove the product, ensure a 301 redirect to an appropriate alternative to maintain traffic and help customers find similar products. With a 301 redirect, you retain SEO value and allow visitors to easily move to a similar product or category, reducing frustration and increasing chances of completing a purchase.
When you keep the product page, you can also improve the user experience by adding a section that displays similar or related products. For example, you can include a section where you show similar products that might interest your visitors. This approach helps customers find alternatives and encourages further exploration of your website, increasing the chances they'll find something they're interested in and complete a purchase.
3. Signing Up for Stock Notifications
If a product is currently unavailable but will be back in stock soon, allow customers to sign up for availability notifications. This functionality allows visitors to sign up with their email address and receive notifications when the product becomes available for purchase again. This way, you maintain customer interest and reduce the risk of losing potential buyers.
Using modules for availability notifications allows you to track the number of sign-ups, giving you insight into product demand. Based on this data, you can better plan your inventory and ensure appropriate quantities of products when they return to stock.
Important features you can include are:
- Sign up for notifications: Allow customers, including guests, to sign up for notifications when the product becomes available again.
- Interest analysis: Track the number of sign-ups, which helps you understand product popularity and customer preferences.
- Automatic notification sending: The system can automatically send notifications to customers when the product is back in stock, simplifying management and ensuring customers are informed in a timely manner.
By including availability notification options, you not only maintain customer interest but also gain valuable data for optimizing your inventory and adjusting marketing strategies.
4. Pre-orders and Notifications of Future Deliveries
When a product is not available, allow customers to pre-order it. Pre-orders help you maintain sales and reduce customer loss. With the "Pre-order Now" functionality, you can already record sales, meaning you'll have customers ready when the product comes back in stock. This also allows you to plan inventory more accurately based on demand, reducing the risk of shortages and enabling timely replenishment of inventory.
Consider offering special benefits or discounts for pre-orders, which further encourages customers to decide on purchasing in advance. Use pre-order management tools that allow you to easily track demand, adjust quantities, and notify customers about expected delivery times. This approach not only maintains the flow of sales but also builds anticipation and creates buzz around new products even before they're available.
Additionally, pre-orders allow you to test interest in new products or versions before including them in your regular offer. This gives you valuable information about which products are likely to be successful and allows you to adjust your ordering and marketing strategies. Effective pre-order management helps you optimize inventory, increase customer satisfaction, and maximize the sales potential of new products.
