Wishlist feature
Discover how adding a wishlist feature increased return visits and conversions by 4.2%. Learn the impact of this simple change today!
Metric
Conversion rate
Lift change
+4.2%
Control
Variation
If we allow customers to save products to a wishlist from collection and product detail pages (PDPs), then the conversion rate will increase because enabling users to bookmark items of interest encourages return visits and simplifies the path to purchase when they're ready to buy.
What We Changed
- Added a heart icon to product cards on collection pages and PDPs.
- Enabled wishlist functionality for logged-in users.
- Prompted guest users to log in or create an account to save items.
- Made wishlist accessible via a link in the header or account menu.
Detailed breakdown
Conversion Rate
+4.2%
Add-to-Cart Rate
+4.3%
Bounce Rate
-2.4%
Revenue per Visitor
+0.1%
Key Learnings
- Easy access to a wishlist encouraged more frequent return visits.
- Simplifying product saving led to a higher conversion rate.
- Reducing bounce rate improved user engagement.
- Quick access to saved items streamlined the purchase process.
