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Hi {{given_name}},

How many shoppers land on your product page ready to buy, only to hit those two deflating words, out of stock?

Here is the part that stings. Most of those people do not come back on their own. That sold out moment might be quietly handing your most eager customers straight to a competitor.

💡 This week's 80/20 rule - Add a "notify me when it's back" button on every out of stock product so shoppers leave their email or phone number instead of leaving your store for good.

🧠 When something you want is suddenly unavailable, your brain files it as a loss, and loss aversion means a loss stings about twice as hard as the same size win feels good.

So an empty product page does not make people patient, it makes them anxious to get the thing somewhere else. Around 69% of online shoppers who hit an out of stock item abandon the purchase and shop with a competitor instead.

It's like a good restaurant that takes your number when every table is full and texts you the moment one opens up, instead of shrugging and letting you drift to the place next door.

📦 Lions Pride – This college apparel retailer kept selling out of popular items and watching that demand vanish. They set up smart back in stock alerts paired with pre orders, so shoppers could either get notified or reserve items that were genuinely coming back. In two months that one system brought back $14,903 in sales across 180 orders they would otherwise have lost.

👗 Tibi – This women's fashion label noticed shoppers bouncing whenever a size sold out. They added back in stock alerts and even made them location specific, so the message matched what was actually available near each customer. Shoppers who got those alerts turned out to be four times as likely to convert as those who did not.

🧊 Vivamix – This kitchen appliance seller was fielding constant "when will this be back" calls and losing sales in the gap. They automated availability notifications that fired the moment products returned, sending over 3,000 alerts in the first month. Those messages drove 17% more revenue than their other campaigns and cut the support load too.

Add a waitlist for fully booked slots
When your calendar is full, do not just show "no availability." Add a short form that says "Join the waitlist and we will message you the moment a spot opens." You capture the lead instead of handing it to the next provider.

Open a waitlist for sold out programs
If a class, cohort, or retainer is full, let people sign up to be first in line. A line like "The next round opens in March, add your name to hear first" keeps demand warm until you can serve it.

Message the waitlist the second you have room
Send the alert the moment a slot frees up, and keep it short and personal. "Hi Sam, a Thursday 2pm just opened, want it?" beats a generic blast and rewards the people who raised their hand.

Tell them where they stand
Set expectations so nobody feels ignored. Even "You are third on the list, we expect an opening within two weeks" makes the wait feel fair and stops people booking elsewhere out of frustration.

Put a notify me button on every out of stock product
Swap the dead "sold out" label for a clear "Email me when it's back" button right where the add to cart button used to sit. Ask for an email, and offer a phone number option too for your fastest movers.

Send the alert fast and make it one tap to buy
When stock lands, send the notification quickly and link straight to the product with the item ready to add to cart. Intent is highest in the first day, so do not sit on it.

Show how many people are waiting
On high demand items, a line like "312 people are waiting for this" tells you what to reorder and nudges browsers to join the list too. Let the waitlist double as free demand research.

Offer a pre order instead of a plain wait
For items you know are coming back, let shoppers buy now and ship later. A "Pre order, ships March 3" option turns a stockout into locked in revenue instead of a maybe.

1️⃣ The rule change: Add a "notify me when it's back" button on every out of stock product so shoppers leave their contact details instead of leaving your store.

2️⃣ Why it works: An out of stock page triggers loss aversion and sends most shoppers to a competitor. A back in stock alert catches them at peak intent and brings them back, which is why these rank among the highest converting messages you can send.

3️⃣ The result: You recover sales you were about to lose, build a ready made list of your most eager buyers, and learn exactly what to restock next.

🔎 For this week's website review, let's look at Fiaje. Fiaje is a small batch jam, marmalade, relish, and chutney maker based in Adelaide, South Australia, where everything is cooked by hand in open pans.

💡 The Good:

The built in back in stock capture
Fiaje already lives this week's rule. When a preserve sells out, the product does not show a dead "sold out" wall. It shows a "Notify me when this product is available" line right by the buy area, so eager jam fans leave their email instead of leaving the site.

Plain spoken navigation
The menu names exactly what sits behind each link, Jams, Jelly, Relish and Chutney, Sauces, plus clear Stockists and Wholesalers paths. Nobody has to guess where to go, which is a smart move for first time visitors scanning fast.

Product pages that answer the real questions
Every item lists its ingredients, net size, storage, and even awards like the Gold Medal marmalade. That detail does the reassuring work right where the decision happens, so shoppers are not left wondering what they are buying.

🔧 Suggestions:

Make Add to Cart the obvious primary button
On the homepage product cards, "Add to Cart" reads more like plain text than a bold, tappable button. Giving it a solid, high contrast fill would make the main action unmistakable and easier to hit on mobile, where a small text target is easy to miss.

Add a shipping line near the buy button
Delivery cost and timing currently live inside the Retail Sales Terms page. A short "ships Australia wide, from $X, 2 to 5 days" note right by the price would take away that last bit of doubt before someone adds a jar to the cart.

Deepen the product gallery with a zoom
Most products show just a couple of images. Adding a zoom and a lifestyle shot, the jam on a cheese board or spread on toast, would help shoppers picture it and nudge the fence sitters, especially gift buyers.

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team