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Ecommerce?A/B Test Idea: The Hypothesis

By adding a pop up showing alternatives to an out of stock item, you allow for the visitor to discover something similar. You might even encourage the visitor to buy the similar item, or at least get them to continue browsing alternatives on your site.

Why You Should Test It

You?re browsing an online clothing store and see something you like. So you go to the product page. You select your size. And BAM… It?s out of stock! So what do you do? Maybe you click away and come back another time. Or maybe you go back to Google and find the product in a competing store. Either way, the clothing store just missed an opportunity to keep you on site.

What are you doing when you have an out of stock item? If you?re not giving your visitors alternatives to purchase that are similar to that item, then you?re missing out on revenue.

Why It Works

They?ve made a decision to buy from you, to click on the product and select an option. Whether that?s a color, size, or spec. They want what you have, and now they?re being shown an ?Out of Stock? message. So take advantage of the micro commitments they?re already taken, and encourage your visitor to make a similar purchase. People are far more likely to carry through with an action if they?ve already made a series of commitments leading up to it, however small those commitments may be.

Persuasion Theory

Consistency Effect

Examples

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