Hypothesis

What the Data Told Us

Our CRO analysis of this clients site revealed that collection pages were underperforming compared to the site average. We hypothesised that adding a Recently Viewed Products carousel near the fold would help users quickly re-engaged with items they had browsed before, driving higher conversions and order values.

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A/B Test

What We Did

We ran a 13-day A/B test on both the homepage and collection pages. The original design contained no re-engagement tool, while the variant featured a Recently Viewed carousel via Rebuy placed near the fold on the homepage and further down on collection pages. Our goal was to measure the impact on Conversion Rate, Average Order Value, and Revenue.

The Results

The variant produced dramatic uplifts overall: Conversion Rate rose by 44.31%, Revenue per Visitor increased by 206.6%, and Average Order Value grew by 191.8%. Desktop users benefited the most, with Conversion Rate up 125.55% and Revenue up 459.23%. On mobile, AOV (+176.27%) and Revenue (+133%) also surged, though Conversion Rate dipped by 10.1%, suggesting the carousel may have disrupted the limited screen space. 

Overall, with 92.02% statistical significance, Variant 1 proved highly effective in helping high-intent users resume their journey and complete larger purchases. We implemented Variant 1 permanently.

  • 44.31%

    Increase in Overall Conversion Rate

  • 191.8%

    Increase in Average Order Value

  • 206.06%

    Increase in Revenue per Visitor
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