How HigherDOSE Increased Pre-Order Purchases 19.4% By Reframing Out-of-Stock Messaging
HigherDOSE is a wellness brand renowned for its innovative at-home infrared sauna blankets and biohacking tools, designed to enhance relaxation and recovery.
To address frequent product sellouts, we tested presenting out-of-stock items as pre-order opportunities—aiming to keep customers engaged and drive conversions.
The Result:
↑ 19.4% Increase in Conversions
We reframed HigherDOSE’s inventory issues from “backorder” to “pre-order” to lift conversions.
Be careful with your words on the product page, especially when it comes to shortages.
When in doubt, keep it positive.
HigherDOSE sells a high-tech wellness product that’s VERY popular on social media. It sells out quickly.
Before, their product page had general backorder copy that presented vague timelines for the out-of-stock item:
“This item is currently on backorder. It is expected to ship by the end of March for early April arrival.”
Instead, we reframed the inventory shortage in a positive light by showing pre-order timelines—without mentioning backorder. This simple language shift drove a 19.4% increase in conversions.
General rule: Avoid presenting any issues to your customer.
“Backorder” signals out-of-stock and carries a negative weight. A pre-order, on the other hand, communicates the same lack of inventory in a positive light, with clear timelines for the next batch. Now, the customer takes action—it’s their move, not your issue to fix.
Always communicate exactly when buyers can pre-order or join a waitlist, and when they’ll receive their purchase.
✨Takeaway: Got a popular product? Put a positive spin on an inventory issue by presenting your “out-of-stock” backorders as pre-orders for purchase.
Want a personalized site audit? Get on my calendar here.
