A/B Test

Rebuy Out of Stock – Display Similar Products

When analysing session recordings, we noted that mobile users who viewed “Sold Out” products were less likely to scroll further down the page. This meant they couldn’t view the “Notify Me When Back in Stock” or “Explore More Products” features. We hypothesised that by displaying a message within the gallery image above the fold containing a link to “Explore Similar Products”, anchored down to the product recommendation module, we could expect to see an increase in Conversion Rate and email sign-ups through the notification module.

Plant Brand 4.59 Increase In Conversion Rate Before Plant Brand 4.59 Increase In Conversion Rate After
Plant Brand 4.59 Increase In Conversion Rate Before Plant Brand 4.59 Increase In Conversion Rate After

The Results

Over the course of the test, the new gallery message encouraging users to explore similar products delivered clear improvements. More users clicked to get restock notifications, more reached the checkout, and overall conversion and revenue per visitor increased. With these gains in both user engagement and revenue, we permanently rolled out the winning variation.

  • 4.59%

    Increase in Conversion Rate

  • 8.48%

    Increase in Clicks on “Notify Me When Back in Stock”

  • 6.97%

    Increase in Revenue per Visitor
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