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I get lots of emails from retailers that I frequent, as I think we all do in our current time. The marketer and strategist in me cannot help but to analyze the contents of these emails and the websites they link me to. In this instance, it was a pleasant surprise.

Eloquii has a new line of fall shoes coming soon to their site, and instead of waiting until they are ready, they have a waitlist opportunity.

Fall shoes are coming, so I’m clicking through to take a look.

It does seem a bit repetitive here to see all of the images with the same waitlist message, but I’m guessing that this is so these shoes can also be included in regular site results for shoes, while still relaying the “coming soon.”

I would prefer that this button not say “add to waitlist.” Since these haven’t been available yet, it isn’t so much a waitlist, but a “Email Me When This is Available!” opportunity. It’s fine, but the messaging could be slightly improved. It’s also mildly annoying that the “Coming Soon! Get on the list” message is still on the image, because my initial instinct was to click the image again to sign up, which is not the case.

This pop-up is fine for me, and I especially appreciate the confirmation that I will only receive emails regarding the item I am interested in, that I’m not being added to their general mailing list.

Again with waitlist being a bit of a misnomer in this instance. This is nitpicky, but something I would look into editing if possible. I’m guessing that the waitlist functionality is primarily for items that are temporarily out of stock, not for “coming soon” items, which may mean that editing it in one place could affect all instances of this feature. If this is a successful venture, it would potentially be worthwhile to look into developing a specific function for “coming soon.”

For the most part, I’m totally into this idea. Eloquii does a majority of their sales online, and prompting their audience to indicate in advance what they would like would assist in product ordering and sales projections. I do think some edits or rethinking could be done, but that is the case with almost everything.

I am often reminding people that e-commerce websites are never actually “done,” that they are always a work in progress. Businesses that are growing, developing new types of product, increasing the size of their customer base, always need to revisit the functionality of their sites and determine what changes will improve the experience and ultimately lead to happier customers and more sales. Eloquii‘s team clearly shares this view, and I look forward to seeing their future growth and updates.