Small but Mighty
Hi! Welcome to our breakdown of why Restock Buttons are a must have for every properly configured eCommerce store!
It's no secret that Klaviyo’s Back in Stock flow is one of their strongest performers. It boasts having the highest revenue per recipient of any of their flows. That’s a no brainer because “when you’re sending targeted emails directly to the people most interested in a specific product, it’s easy to make the sale.”1
These buttons aren’t just all about money though, let’s take a look at the customer’s journey.
Status Quo Sans Restock Buttons
Imagine a cold and unforgiving world where a customer visits your store, sees a product and falls in love with it at first sight. They eagerly click through, brushing past the SOLD OUT text in the corner of its image, and -- when they go to add it to their cart -- they see two words that make their heart sink.
Now typically, our intrepid hero wallows in sadness for about 2.3 seconds contemplating how unlucky they were, but sooner rather than later they roam to another page on your site or commit the mortal sin of clicking the big red X at the top of their browser.
What a user experience right?
Having a store without restock alerts is like giving your customers the cold shoulder when they’re begging with fistfuls of cash to buy your products. In fact, Klaviyo’s Back in Stock flow is so successful that its emails commonly have over 50% open rates and have the highest $ per email of any Klaviyo flow.1
Every store that restocks their products ought to have these buttons as they capture sales from casual visitors, communicate with your core audience, make your customers feel heard, and give you actionable data to manage your store.
Let’s take a look.
A Touchpoint for Customer Success
There are very few ways for customers browsing your site to interact with you. Restock buttons give your visitors a mouthpiece where every email a customer enters is another vote saying, more of this please! These buttons turn otherwise inactive sold out products into opportunities for customer feedback.
Page views of sold out products already speak volumes. That customer scrolled through a list of your products and despite the Sold Out stamp on that product’s image, they still clicked through to learn more about it.
That’s a very interested customer. They’ve come to the page to look through its specifications, read its description, wishing that they can get it, but without a restock button there’s no way for them to interact with that product. Their only alternative is to return to your store and look at other comparable products or maybe just leave the page and never come back.
Convert Transient Traffic
Restock buttons create a bridge for later communication to activate these interested customers. They help you create a touchpoint with your customer in a way that goes beyond the metrics by improving the user experience of your store and nurturing the relationship via timely reminders when a desired product is restocked.
Without putting this process on rails, casual visitors bounce out of your site never to be contacted again. Restock buttons help generate sales from traffic that’s otherwise inaccessible.
Create a Routine Sales Loop
They also help you collect and monetize emails through Klaviyo’s Back in Stock flow as it sends automated emails to these customers anytime you restock a product. Your store advances from relying on customers to come back once a product’s in stock, to proactively converting these emails into sales.
These buttons create stronger customer relationships as they get used to seeing your restock emails.
Inform your Decision Making
Each one of these buttons is really a listening device, allowing you to understand customer attention and interest. Restock buttons teach you which products your customers are interested in and which particular variants of those products your customers want.
For a certain type of apparel you could learn what sizes your customers primarily need and when it comes time to restock, what ratio of sizes you ought to order to fill your customers’ preferences.
These buttons allow you to provide a better shopping experience for your customers as the products that they're looking for will be in stock more often when they want them.
This benefit transcends the flow’s simple revenue attribution in your Klaviyo dashboard as it improves your store’s overall sales.
Restock data enables you to have the right products in stock at the right time and that’s powerful.
Test New Products
You can take customer demand data one step further and use it for another purpose: pre-releasing products that you’re thinking about adding to your store and gauging customer interest through email collection. You can test out a product idea and see how many page views it gets, how many emails it receives, and build a list of customers that are explicitly interested in it. These customers have effectively pre-ordered it and can be contacted once you formally add that product to your store for immediate sales. You can play around with this and over time more accurately understand what types of products your customers are interested in.
Restock buttons unlock a predictive tool to learn more about your customer bases’ preferences.
These buttons have so many benefits, both tangible and intangible, that clearly every restocking Klaviyo user ought to set up a Back in Stock flow.
Have you tried adding Klaviyo’s Back in Stock flow to your store yet?
Our app Cartwheel allows you to codelessly add these buttons on any Shopify theme. After a five minute setup Cartwheel operates invisibly as it natively integrates into Klaviyo so your work stays in one place.
If you want to learn more, check out our article on how to easily add them to your site.