Talk to a humanReturning visitors saw a section listing the products they had already browsed. See whether it helped them pick up where they left off.
A Recently Viewed Products Section Makes No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
+1.0% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we show returning visitors their recently viewed products, then they will re-engage and convert more because resuming their shopping takes less effort.
What We Changed
- Added a Recently Viewed section for returning visitors with browsing history.
- Showed 3 to 6 recently viewed products with image, name, price and a link, styled like existing product cards.
- Hid the section for visitors with no view history.
The Results
How the new version compared with the original, across all devices.
+1.0%
Conversion rate
+1.7%
Revenue per visitor
+4.9%
Click-through rate
Key Learnings
- Conversion rate rose 1.0%, with a 71.2% probability of beating the original, within normal variation.
- Click-through rate rose 4.9% and bounce rate fell 5.7%, so the section kept more visitors browsing.
- Add-to-cart rate was flat (-0.1%), so more browsing didn't lead to more items in the cart.
- Even across 97,250 visitors over 35 days, the effect on sales was too small to call.
Detailed results breakdown
Conversion rate
+1.0%
Revenue per visitor
+1.7%
Click-through rate
+4.9%
Bounce rate
-5.7%
Add-to-cart rate
-0.1%
Free Trial
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30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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Our bet
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+0.9% Conversion rate
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An Easy Returns Link on Product Pages Makes No Clear Difference to Conversion Rate
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-1.4% Conversion rate