The Bijenkorf – the beehive in Dutch – is a luxury department store based in the Netherlands. It has 7 physical stores in larger cities and a webshop.
To increase the conversion of out of stock items – they wanted to improve the ‘back in stock email’ conversion.
Changing the ‘add to cart’ button to ‘Email me when back in stock’ will increase the number of ‘back in stock’ signups.
The variation beat the control:
- Clicks on ‘back in stock’ button increased +58%. N.B. After clicking the button a signup form slides in
- Sign ups of ‘back in stock’ email form increased +42% from 23% to 33%
Below is the screenshot of the variation on a product page.
Making it easier and more clear for visitor to signup is working for the Bijenkorf.