A new "Recently Viewed" products section was added for returning visitors. Learn how this change impacted user engagement and conversion.
Recently Viewed Products Section
Goal
Conversion rate
Result
+1.0% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we show returning users a list of recently viewed products, then they are more likely to re-engage with products and convert, because it removes friction from resuming their shopping journey and reinforces interest in previously viewed items.
What We Changed
- Added a "Recently Viewed" section for returning users.
- Displayed 3–6 recently viewed items with images and quick links.
- Applied a responsive and clean layout.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+4.9%
Click-through rate change
+4.6%
Change in amount of clicks
+1.7%
Change in revenue per visitor
Key Learnings
- Returning visitors engaged only slightly more when shown previously viewed items.
- Quick access to past interests reduced bounce rates.
- Simplifying the shopping journey didn't lead to any meaningful uplift.
Detailed results breakdown
Add-to-cart rate change
-0.1%
Average order value
-0.1%
Click-through rate change
+4.9%
Lift in conversion rate
+1.0%
Change in revenue per visitor
+1.7%
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