Personalized PDP layout boosts engagement for new and returning visitors
Discover how personalized product detail pages for new and returning visitors led to a 2.4% increase in conversion rates and improved engagement.
Metric
Conversion rate
Lift change
+1.9%
Control
Variation
If we tailor PDP content based on whether a user is new or returning, then the PDP conversion rate for both segments will increase, because new users will get the information needed to build confidence, while returning users will see a faster, sales-driven path to purchase.
What We Changed
- New visitors saw educational content with product benefits and social proof.
- Returning visitors saw concise information with stronger calls-to-action.
- Reduced distractions for returning visitors to focus on conversions.
Detailed breakdown
Conversion Rate
+2.4%
Click-Through Rate
+17.2%
Bounce Rate
-13.3%
Revenue
+0.62%
Key Learnings
- Tailored content increased user engagement across both segments.
- New visitors benefitted from detailed information, reducing bounce rates.
- Returning visitors responded well to a streamlined, purchase-focused layout.
- Personalization strategies can lead to improved click-through and conversion rates.
