Move the back in stock alert button above the fold

Bijenkorf
Fashion
Product
Ability, Clarity
January 2019
+58%
clicks
 AB TestControl and variation

+58%

A
B

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.

Hypothesis

  Changing the ‘add to cart’ button to ‘Email me when back in stock’ will increase the number of ‘back in stock’ signups.

Results

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.

Learnings

Making it easier and more clear for visitor to signup is working for the Bijenkorf.

Tested by:
Rudger de Groot
Source: www.slideshare.net
Company Bijenkorf
Website www.debijenkorf.nl
Market Fashion
Language Dutch
Test data
Test element Call to Action
Page Product
Conversion principle Ability, Clarity
Result +58% clicks

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