Personalized PDP layout boosts conversions for new and returning visitors
Discover how personalized product pages for new and returning users improved engagement, leading to a 1.0% increase in conversion rates.
Metric
Conversion rate
Lift change
-2.8%
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 more educational content focused on product benefits.
- Returning visitors experienced a streamlined layout with stronger CTAs.
- Reduced distractions for returning visitors to enhance conversion focus.
- Emphasized social proof for new visitors to build trust.
Detailed breakdown
Conversion Rate
+1.0%
Click-Through Rate
+8.2%
Bounce Rate
-12.2%
Add-to-Cart Rate
-10.7%
Key Learnings
- Personalizing content increased user engagement, as seen in CTR improvements.
- New visitors benefited from detailed information, reducing bounce rates.
- The simplified layout for returning visitors did not significantly boost conversions.
- A tailored approach can improve engagement but may need further refinement for conversion.
