The Moment
Many return visitors land on the home page and basically restart from zero. In this “recently viewed on home page case study”, we showed a relevant module to returning visitors who had viewed products before — and as a result revenue per visit jumped 24.3%.
The Bet
We hypothesized that adding a Recently Viewed tile row on the Home page for visitors who had already viewed products would restore familiarity and offer a smoother entry back in.
What Happened
- AOV rose +5.37%
- Add to Cart rate climbed +5.79%
- Conversion increased +2.27%
- Product Views per Visit +4.96%
According to Optimum7, adding a ‘Recently Viewed Products’ feature helps returning shoppers avoid losing track of items they liked — this improves navigation and boosts conversion.
Why it worked
Momentum matters. For return visitors, showing previously viewed items reduces the restart cost and shortens the path to purchase. The Home page recently viewed module case study worked because it kept familiar items visible and respected the shopper’s journey rather than forcing a new start.
Design choices that mattered
- Limited the tile rows so fresh content still remained below
- Kept tiles tappable with clear labels, making them easy and intuitive to use
Guardrails
- Suppress the module when the catalog has changed significantly, as previously viewed items may no longer be relevant
- Prioritize the module for verified repeat visitors (with prior product views) only
Takeaway
A simple memory trigger on the Home page nudged both decision rate and revenue per visit. This Home page recently viewed module case study demonstrates that returning visitors deserve continuity—not a restart. Treat their prior behavior as an asset, not a blank slate.
Explore more case studies:
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- PLA Landing Page Case Study: Turning “Near Miss” Visits into High-Value Orders
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Full Case Study Library.