How to create a back-in-stock flow on Klaviyo?

Turn out-of-stock into sales opportunities

In the e-commerce world, every visitor who leaves your site without buying represents a lost opportunity. One of the most frustrating factors for customers is a product they want to buy being out of stock. On average, 70% of consumers who encounter an out-of-stock item leave the site to look elsewhere, and only 30% return to check if the item is back in stock.

Back-in-stock notifications help recover these lost sales by automatically alerting customers as soon as a product is restocked. Thanks to Klaviyo, you can automate this process, improve the customer experience, and boost your revenue.

This article provides a step-by-step guide to setting up optimized back-in-stock notifications with Klaviyo, to increase your conversions and build customer loyalty.

Why back-in-stock notifications are essential for your e-commerce business

What is a back-in-stock notification?

• A customer discovers that a product is out of stock.
• They enter their email or phone number via a form on the product page.
• Klaviyo records this subscription and monitors stock levels.
• As soon as the item is restocked, an alert is sent.
• The customer is redirected to the product page to complete their purchase.

The figures that prove the effectiveness of back-in-stock alerts

• Open rate: 65% (vs. 21% for a classic newsletter).
• Click rate: 37% (vs. 6.5% for a standard campaign).
• Conversion rate: 14% (vs. 3.5% for typical marketing emails).
• 81% of purchases are made within 24 hours of receiving the alert.

Setting up back-in-stock notifications with Klaviyo

Step 1: Prepare the technical integration

• Klaviyo is well connected to your e-commerce platform (Shopify, Magento, WooCommerce, etc.).
• "Viewed Product" and "Back in Stock Subscription" events are properly recorded in Klaviyo.
• Stock level tracking is activated on your online store.

Step 2: Create the automated back-in-stock flow

• Go to the "Flows" section in Klaviyo.
• Click "Create Flow" and select "Back in Stock Notification."
• Add a trigger based on the "Subscribed to Back in Stock" event.
• Add an email and/or SMS to send when the item is restocked.
• Personalize the message with the customer's name, product image, and a purchase button.
• Test your flow to ensure notifications are sent correctly.

Step 3: Add the subscription form to your site

• On Shopify:Add a "Notify Me" button to the product page using the code below.
• On WooCommerce: Enable the "Back in Stock Notifications" option in Klaviyo settings.
• On Magento:Go to Stores > Configuration > Klaviyo > Back in Stock and enable the feature.

<script src="https://a.klaviyo.com/media/js/onsite/onsite.js"></script>
<script>
    var klaviyo = klaviyo || [];
    klaviyo.init({
      account: "PUBLIC_API_KEY",
      platform: "shopify"
    });
    klaviyo.enable("backinstock",{ 
    trigger: {
      product_page_text: "Notify Me When Available",
      product_page_class: "button",
      product_page_text_align: "center",
      product_page_margin: "0px",
      replace_anchor: false
    },
    modal: {
     headline: "{product_name}",
     body_content: "Sign up to be notified when this item is back in stock.",
     email_field_label: "Email",
     button_label: "Notify me when available",
     subscription_success_label: "Great! We'll let you know when this item is back in stock.",
     footer_content: '',
     additional_styles: "@import url('https://fonts.googleapis.com/css?family=Helvetica+Neue');",
     drop_background_color: "#000",
     background_color: "#fff",
     text_color: "#222",
     button_text_color: "#fff",
     button_background_color: "#439fdb",
     close_button_color: "#ccc",
     error_background_color: "#fcd6d7",
     error_text_color: "#C72E2F",
     success_background_color: "#d3efcd",
     success_text_color: "#1B9500"
    }
  });
</script>

Please note: You need to modify the API keys

Advanced optimization to maximize conversions

• Segmented notification personalization: Loyal customer, new customer, premium product, etc.
• Creating a sense of urgency: "Only X items in stock," "X other customers are waiting for this product."
• Multi-channel and reminder sequence: Immediate email, SMS reminder at D+1, last follow-up at D+3.
• Cross-selling and alternative recommendations:"Complete your purchase with these accessories."

Performance analysis and monitoring

A/B testing to improve performance

• Email subject line:"Your item is available" vs "Good news, [Product] is back!"
• Visual content: Image only vs. image + customer review.
• Call-to-action:"Buy now" vs "Reserve my product."
• Sending time: immediate vs. peak activity hours.

To discover more about the different possible flows, read a dedicated article here.

Conclusion: leverage the potential of back-in-stock notifications

• ✔ Recover up to 25% of lost sales
• ✔ Increase your qualified contact base
• ✔ Optimize your stock management and forecasting
• ✔ Improve customer experience and loyalty

Implement this strategy today and turn every out-of-stock situation into a conversion opportunity!