Insight

Shoppers Had to Retrace Their Product Journey

Stone Creek Coffee’s homepage did not give shoppers a quick route back to products they had already explored. That meant returning visitors and undecided shoppers could be forced to repeat searches or retrace navigation before continuing a purchase. Blend identified an opportunity to make product discovery more responsive to browsing behaviour by showing a recommendation module only when a visitor had relevant history. This is a practical use of personalised product recommendations: the module is useful when context exists and stays hidden when it does not. On a homepage that already included best sellers, the recommendation needed a distinct role and careful placement so it supported comparison without turning the page into one long product block.

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A/B Test

Recently Viewed Products on the Homepage

We ran an A/B test across the homepage for all visitors and devices, with revenue per visitor as the primary KPI. The control kept the existing homepage experience. Variant 1 added a Rebuy-powered “Recently Viewed Products” carousel above the best sellers module, showing the first eight products from a visitor’s browsing history and remaining hidden when no products were available. We hypothesised that giving shoppers a direct route back to considered items would reduce repeat navigation, make comparison easier and improve conversion. The winning variant was approved for permanent rollout as part of Stone Creek Coffee’s CRO implementation.

The Results

Variant 1 increased revenue per visitor by 13% and eCommerce conversion rate by 13%, while subscription orders per visitor rose 2%. The treatment also produced an estimated 159 additional orders per month. Together, those movements indicate that the carousel helped shoppers resume an active product journey rather than starting again from the homepage. The strongest explanation is relevance: visitors saw products connected to their own browsing behaviour, so the module supported comparison without asking them to search or navigate back through collections. Conditional display mattered too, because shoppers without browsing history did not receive an empty or irrelevant section. Stone Creek Coffee approved Variant 1 for permanent rollout. Follow-up tests could examine where the module performs best by visitor type and whether its position relative to best sellers changes engagement. The team should also monitor subscription behaviour over a longer period, since its uplift was positive but smaller than the gains in conversion and revenue per visitor.

  • 13%

    increase in revenue per visitor

  • 13%

    increase in eCommerce conversion rate

  • 2%

    increase in subscription orders per visitor
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