Enabling a wishlist feature increased return visits and conversions by simplifying the path to purchase. Discover how this change impacted key metrics.
Wishlist feature
Goal
Conversion rate
Result
+4.2% Conversion rate
Category
Other
Outcome
Winner
Before
After
If we allow customers to save products to a wishlist from collection and product detail pages (PDPs), then the conversion rate will increase because enabling users to bookmark items of interest encourages return visits and simplifies the path to purchase when they're ready to buy.
What We Changed
- Added a heart icon to product cards on collection pages and PDPs.
- Enabled wishlist functionality for logged-in users.
- Prompted guest users to log in or create an account to save items.
- Made wishlist accessible via a link in the header or account menu.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+4.3%
Add-to-cart rate change
+4.2%
Lift in conversion rate
+3.3%
Add-to-cart rate change
Key Learnings
- Easy access to a wishlist encouraged more frequent return visits.
- Simplifying product saving led to a higher conversion rate.
- Reducing bounce rate improved user engagement.
- Quick access to saved items streamlined the purchase process.
Detailed results breakdown
Add-to-cart rate change
+4.3%
Average order value
-3.9%
Click-through rate change
+2.5%
Lift in conversion rate
+4.2%
Change in revenue per visitor
+0.1%
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