To address these challenges, we focused on optimizing key aspects of the product page:
The “Notify Me” button replaced the “Add to Cart” button when a product was out of stock, ensuring users could immediately see and take action without having to scroll or search. This change made restock alerts more accessible, leading to higher engagement.
Enhancing the Restock Experience with a Waitlist Modal
Clicking the “Notify Me via Email” button triggered a pop-up where users could join the waitlist. This made the sign-up process clear and smooth, keeping users engaged without navigating away. It also reinforced the product’s popularity in a simple, branded way.
We simplified the interaction process, ensuring that users had a clear, intuitive path to take action, even when the product was unavailable.
To determine the most effective way to handle out-of-stock messaging and user engagement, I ran A/B tests focusing on the placement and visibility of the "Notify Me" feature. Version A placed the "Notify Me" button below the product details to avoid having two buttons ("Out of Stock" and "Notify Me") competing for attention in the same space. This approach aimed to maintain a cleaner layout while still offering users a way to sign up for restock alerts. Version B replaced the "Add to Cart" button with "Notify Me" when the product was out of stock, keeping it in the user's direct line of sight.
Version B outperformed Version A, with a 25% increase in sign-ups for restock alerts and a notable drop in bounce rate. This confirmed that surfacing the "Notify Me" button at the main interaction point (where users expect to take action) increased engagement and reduced user frustration. It also led to a higher email conversion rate, as users were promptly notified when their desired shoe was restocked and more likely to return and complete a purchase. These findings validated the importance of contextually placing secondary CTAs like restock alerts exactly where users expect to act — improving usability and conversions without disrupting the overall shopping experience.
Throughout the project, I collaborated with the development and marketing teams to ensure the design and messaging were aligned with Cariuma’s brand tone and user expectations. Regular feedback sessions helped refine the design and strategy, ensuring the solution addressed user pain points while supporting the business goals. Insights from A/B tests guided iterative design improvements, optimizing user engagement and conversion potential.
