✨ Intro Statement
I ran a targeted CRO fix for Coluri, a customizable charm jewelry brand, focused entirely on their Build Your Stack page — the interactive charm builder that receives the majority of the store's traffic. The problem was simple but costly: sold-out charms gave customers no signal inside the builder, while the same items showed a clear pre-order path everywhere else on the site.
📄 Project Brief
Coluri's whole marketing funnel points to one page: Build Your Stack, where customers pick and combine individual charms into a custom piece. On Coluri's standard product pages, a sold-out charm still converts — it shows a clear RESERVE MY PIECE button along with copy explaining it's a pre-order and the date it will ship. Inside the stack builder, that same charm gave no such signal. Customers building a stack had no way to tell a sold-out charm apart from an in-stock one, on the single page carrying nearly all of the brand's incoming traffic.
🎯 Goals & Strategy Overview With virtually all traffic landing on one interactive page, even a small point of friction there has an outsized effect on revenue.
Main Goals:
Match Product-Page Clarity – Surface the same pre-order messaging inside the builder that already existed on standard product pages.
Keep Customers in the Builder – Communicate stock status without forcing customers to leave the tool to check.
Use Dynamic Restock Data – Pull the real pre-order ship date per charm rather than hardcoding a static message.
Protect the Primary Traffic Page – Keep the fix low-risk, since this page carries essentially all of Coluri's incoming traffic.
🔍 Project Review Fixing the Page That Carries All the Traffic Coluri's stack builder is effectively their storefront — nearly every visitor lands there first. That made this a case where the fix mattered more than its size suggested: a customer clicking a sold-out charm inside the builder with no explanation is a customer who assumes the piece isn't available at all, and quietly abandons their stack. I brought the same reassurance that already worked on the product pages — a clear sold-out, pre-order message with a dynamic ship date — into the builder itself, so the messaging customers already trusted elsewhere now shows up exactly where the buying decision actually happens.
🔧 Project Development Breakdown Bringing Pre-Order Clarity Into the Builder
Phase 1: Audit
Compared the sold-out experience on standard product pages against the charm-builder flow to map exactly where the messaging gap was.
Phase 2: Messaging Implementation
Added sold-out/pre-order messaging directly inside the charm builder, matching the RESERVE MY PIECE language and pre-order explanation already used elsewhere on the site.
Phase 3: Dynamic Date Handling
Wired the messaging to each charm's actual pre-order ship date rather than static copy, so the information stays accurate as restock timing changes.
Phase 4: QA on the Live Traffic Page
Verified the fix on a preview theme against the live Build Your Stack page before pushing, given how much traffic depends on that single page.
📈 Project Outcome Every charm inside the Build Your Stack builder now communicates its real availability the moment a customer selects it. Sold-out pieces show the same clear pre-order path, with a real ship date, that already converted well on standard product pages. Customers no longer hit a silent dead end on the one page carrying almost all of Coluri's traffic.
📊 Key Stats (Exact performance metrics pending post-launch data)
1 primary traffic page fixed
100% parity between product-page and builder pre-order messaging
Dynamic pre-order dates pulled per charm, not hardcoded
✅ Key Results
Closed a Messaging Gap between Coluri's product pages and its primary charm-builder page.
Brought Pre-Order Clarity — Reserve My Piece messaging plus a dynamic ship date — directly into the builder flow.
Kept the Fix Scoped to the Builder, avoiding changes to unrelated parts of the theme.
Verified on a Preview Theme before pushing changes live to Coluri's main traffic page.
💼 Business Impact Because nearly all of Coluri's traffic funnels through this one interactive page, removing a silent point of confusion there carries more leverage than a typical page fix would. Customers who previously hit an unexplained dead end on a sold-out charm now see the same reassurance and clear next step that already converts on the rest of the site — turning a potential lost sale into a captured pre-order.