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No. 209: Hey all,
Most returning visitors don’t start from scratch.
They’ve already looked at something. Maybe they came from social, compared a few options, or even added to the cart.
Then they come back and have to find it again.
It’s frustrating – and it slows everything down.
Here’s how to fix it.
In less than 2 minutes, learn:
Read time: 2 minutes
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🎯 WEEKLY INSIGHT
High-intent returning shoppers convert faster when the path back to products is frictionless.
Returning visitors come back with more intent than first-time shoppers.
The problem is that most homepages treat everyone the same.
But most storefronts are designed almost entirely around discovery.
Hero banners. Brand storytelling. Category education. Featured collections.
All useful for someone seeing the brand for the first time.
Less useful for someone trying to find the electrolyte powder they viewed three days ago.
One CPG brand added a “Recently Viewed” section to the homepage and increased conversion rate by 14.2%.
This was especially useful when paired with a subscription message tied to those products.
Why it worked
Most homepages interrupt returning shopper momentum.
They land back on the site and have to search again, reopen collections, remember product names, and retrace their steps.
That friction sounds small, but it compounds quickly on mobile.
A “Recently Viewed” section removes that reset moment and helps shoppers continue where they left off.
This becomes especially important for:
large SKU catalogs
subscription brands
products with longer consideration cycles
repeat purchase categories
⭐ Takeaway: Returning visitors already told you what they are interested in. Your job is to reduce the distance between re-entry and checkout.
📹 QUICK TAKE
Dylan Ander shares the product image that wins every A/B test.
If your PDP photos look great but still underperform, this is why.
🗞️ NEWS HIGHLIGHT
Google is testing a native checkout feature directly inside Search and AI shopping experiences
Shoppers may compare and buy products before ever reaching your storefront
Product feeds, attributes, and structured PDP data are becoming critical for visibility
👀 FROM LAST WEEK
Add a short, scannable description above your variant selector on mobile
This one-liner helps the product feel less transactional and more like a meaningful purchase they’ve considered
Frame the emotional or quality payoff instead of starting cold
If small changes like this can lift conversions double digits, imagine what a full-site strategy could do.
Let’s find your next win → Book a strategy call.
Until next time,
— Allen