Of course it is obvious that when a product is out of stock, you should inform your customer about that. But what are the correct steps that won’t lead to a decrease in the performance?
So let’s imagine you’ve got a bestseller among your products. And most of your campaigns are focusing on this product: the ads are describing this product, the link is leading to its product page and so on.
Suddenly you understand that at this pace you will get out of stock next week. And the next order you’re getting will be in 30 days.
Obviously this is not an ideal scenario and it would be better to avoid it. But this year we got an understanding that everything can happen: the borders can close instantly and there’s nothing much you can do in this case.
So let’s get back to the website and the ads.
Option 1: Lowering Your Budget
This can increase the period during which you will be able to continue selling your product. But it will definitely lower down your revenue which can be very painful in some cases.
Option 2: Preparing Your Audience
And the second step in this case will be preparing your audience for the shortage of your bestseller.
It’s always better to be honest with your potential customers. So the ads can inform them that this offer won’t last long and there are two options:
- Buy the bestseller right now
- Or buy another product which has the same advantages and only looks different and this offer will last longer because the product is in stock
While you’re advertising these kinds of messages, start shifting your retargeting budget to the new product and slowly closing up the retargeting for the best seller.
At the same time you should adjust your website and add the same messages there. You can add a sign on the product page of the bestseller that the offer is limited and add the second product to the suggested purchases.
Now it’s time to start pushing the prospecting traffic to the new product. My suggestion would be creating new campaigns with the same winning structure instead of changing the ads.
I’ve noticed recently that changing the ads kicks the campaign back to the learning phase and makes the results worse.
If you follow this strategy and start reacting on time, by the point your bestseller is out of stock you will have a well structured funnel for your new product ready.
Updating Your Website
The only step you will have to implement is changing the website. And my advice will be removing the bestseller from the collection page as soon as it’s out of stock.
No matter where you’re sending the customers to: the product page or the collection page, whenever they see that a bestseller is out of stock, they can consider waiting for the product.
Especially if it’s not an urgent purchase. And we don’t want that to happen, we want them to enjoy our next bestseller without any reflections.
If you liked our suggestions and you’re spending over $500 a day.
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