Maximizing Conversions: Boosting User Experience by Allowing Purchase of 'Out of Stock' Products

In the world of e-commerce, encountering an "out of stock" label on a desired product can be disappointing for users. It often leads to a dead end, potentially causing them to abandon the site and seek alternatives elsewhere. However, what if we told you that this seemingly negative situation could be transformed into an opportunity for increased conversions and improved user experience? By allowing users to purchase temporarily out-of-stock products with extended delivery times, you can keep them engaged, reduce bounce rates, and even boost sales.

When users come across an out-of-stock product and see the "Add to Cart" button disabled or a simple notice stating its unavailability, they can feel frustrated and disheartened. This experience is akin to not finding a desired item on a physical store shelf. It may push them to explore other websites in search of the product they desire. However, by implementing a strategy that allows users to complete their purchase, despite the temporary unavailability, you can provide a better user experience and increase the likelihood of conversion.

Instead of presenting a dead end to users, consider showcasing an extended delivery time for out-of-stock products. This way, users can still place an order and patiently await the restocking of the item. By clearly indicating the extended delivery time directly on the product page, users have all the necessary information upfront to make an informed decision. This transparency not only manages user expectations but also instills confidence in the purchase.

Imagine a scenario where a user finds the perfect product on your website, but it's currently out of stock. Instead of disabling the "Add to Cart" button, you can provide an option to proceed with the purchase, clearly communicating the extended delivery time. This approach helps to retain users on your site and reduces the likelihood of them seeking alternatives elsewhere.

By leveraging the inherent time delay of online shopping, you can tap into the psychology of users and turn an obstacle into an opportunity. Users understand that online shopping involves a waiting period for product delivery, and they are often willing to wait, especially for items they consider valuable or unique.

Additionally, offering in-stock alternatives for out-of-stock variations can further enhance the user experience. For example, if a certain size or color is unavailable, showcasing similar options that are currently in stock allows users to explore alternatives without feeling limited by the temporary unavailability of their preferred variation.

The goal is to provide users with a seamless and satisfying experience that encourages them to complete their purchases on your website. By implementing a strategy that enables users to purchase out-of-stock products with extended delivery times, you differentiate yourself from competitors, capture user attention, and increase the likelihood of conversion.

Remember, the world of e-commerce is dynamic, and users appreciate flexibility and transparency. Embrace the potential of temporarily out-of-stock products, optimize the user experience, and watch as your conversions soar.

Examples of Good & Bad Implementation

Good Implementation Examples

Avnet (mobile web)

Avnet's implementation of allowing users to purchase products that are out of stock or have extended delivery speeds demonstrates good UX. Here's why:

1. Avnet allows users to complete their purchase of temporarily out-of-stock products by increasing the delivery time. This approach ensures that users can still make a purchase even if the desired product is currently unavailable.

2. Transparency and clear indication: Avnet clearly indicates on the product page that the product is out of stock or has an extended delivery time. This transparency sets realistic expectations for users and provides them with all the necessary information to make an informed decision.

3. Flexibility for users: By allowing users to purchase products that are likely out of stock, Avnet offers flexibility and convenience. Users have the option to wait for the product to be restocked rather than being limited by its temporary unavailability.

4. Positive user experience: Allowing users to complete their purchase despite the temporary unavailability of a product enhances their overall experience. It reduces frustration and disappointment, as users can still secure the desired product and patiently wait for its delivery.

5. Improved conversion rates: By implementing this strategy, Avnet increases the likelihood of converting potential customers. Users who genuinely want the product are more likely to complete their purchase rather than abandon the site and seek alternatives elsewhere.

Other good examples:

• Everlane: Everlane allows users to temporarily purchase back-ordered products. They clearly indicate the extended shipping date within the "Buy" section, ensuring transparency and managing user expectations.
• Mejuri: Mejuri also enables users to purchase out-of-stock products. They provide clear information about the extended delivery time, allowing users to make informed decisions and patiently wait for their desired items.
• Abt: Abt allows users to add temporarily out-of-stock products to their cart and purchase them once they become available. They also offer in-stock alternative items for users who need a product delivered sooner, providing flexibility and choice.

Bad Implementation Examples

• German site Bonprix: Bonprix relies on an "Email when available" button for out-of-stock items. However, participants in the usability testing found this feature less effective and preferred to look for the product on other sites instead.
• The Entertainer: The Entertainer's implementation relies on users returning to the site to purchase an out-of-stock item later. This approach poses a risk of losing sales as users may forget to return or find alternative options elsewhere.

Sephora App:

Implementing Sephora's product page, where products that are temporarily out of stock cannot be added to the cart, demonstrates bad UX. Here's why:

1. By not providing an option to purchase out-of-stock products, Sephora fails to meet this UX recommendation.

2. High site abandonment rate: When users encounter a product that is out of stock, testing shows that a significant number of them will simply leave the site and look for the product elsewhere. By not allowing users to place an order for temporarily unavailable items, Sephora experiences a high site abandonment rate, potentially losing valuable customers.

3. Missed opportunity for sales: Even though a product may be temporarily out of stock, it is often the case that more products will soon be replenishing the stock. By not offering users the option to place an order with an extended delivery time, Sephora misses out on potential sales and loses customers who are willing to wait for the product to become available again.

4. Lack of alternative promotion: Sephora does not heavily promote alternative products to users when a specific item is out of stock. This means that users are left without clear options or recommendations for similar products, leading to frustration and potentially pushing them to search for alternatives on other e-commerce sites.

To improve the UX, Sephora should consider the following steps:

1. Allow users to complete their purchase of temporarily out-of-stock items by clearly indicating the extended delivery time on the product page. Providing an option to order the product despite the unavailability allows users to make a purchase decision and demonstrates a commitment to meeting their needs.

2. If products are not expected to come back in stock, explicitly label them as "Discontinued" and promote alternative products to users. This helps users understand the availability status and provides them with viable alternatives to consider.

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