Insight

PDP Browsing Created a Dead End

For Stone Creek Coffee, Blend identified a common product discovery issue: shoppers moving from collection or search results to a product page had no simple way to return to the exact browsing context they came from. This matters because PDPs are rarely the end of the decision journey, especially for repeatable, choice-led categories like coffee. Users often compare blends, formats, subscriptions, and roast profiles before committing. When the path back feels awkward, browsing momentum weakens and users may restart their journey or leave.

As part of our CRO audit approach, we looked at this as a continuity problem: preserve the shopper’s intent, reduce navigation effort, and keep qualified users moving through the buying journey.

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A/B Test

Back to Results Link on Product Pages

We ran an A/B test adding a “Back to Results” link to product pages for users who had previously viewed a collection or search results page. The hypothesis was that restoring the shopper’s browsing path would improve product comparison, especially on mobile, and increase progression toward purchase.

The Results

This test needed careful interpretation because the experience only appeared for users who followed a specific behaviour: viewing a collection or search results page before landing on a PDP. Looking only at the main dashboard would understate the effect because many bucketed users never actually saw the element.

Within the relevant audience, the pattern was clear. Mobile users responded positively, with a 3% lift in conversion rate, and a 5% lift in revenue per visitor. Desktop moved in the opposite direction, with conversion rate down 5% and revenue per visitor down 1%, suggesting the 'back' link solved a more urgent mobile usability problem than a desktop one.

The “Back to Results” link also earned a 5.3% mobile click-through rate, showing shoppers actively used it. We recommended rolling it out on mobile only, with a secondary SEO benefit from the added internal link.

  • 5%

    increase in revenue per visitor (mobile only)

  • 3%

    increase in conversion rate (mobile only)

  • 5.3%

    mobile CTR on added link
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