Signup: Cart Reminder And Recently Viewed
Hypothesis
If we inform users that their cart and progress is saved, then conversion rate will improve because reducing re-entry anxiety encourages users to return and complete.
Test Results
Key Learning
Problem: Each additional form field adds friction to the signup, increasing the chance users abandon before completing their submission.
What worked: Communicating that cart and progress data is saved reduces re-entry anxiety for returning users and improves conversion metrics. Reassuring users their progress is preserved encourages them to resume incomplete flows. Validated across 11 related tests. (+7.5% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that signup: cart reminder and recently viewed can produce a +7.5% improvement in conversions. The test was run on a signup page in the fintech industry. With 155,342 visitors in the sample, this is a robust result.
Before you test: Consider that personalization tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
In this test 1) a passive hint communicated to users that their data will be saved for 7 days for them to be able to continue their cancellation later and 2) dropped off users were targeted with an email campaign within the first 4 hours after drop off. The reminder email linked users to a shipping page (checkout page) without them requiring to fill out their personal, contract information one more time.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Homepage: Visitor Segmentation by User Type
Problem: Users on the homepage need validation from others before committing — without visible proof of success, they hesitate.
Product-listing: Plans Page: User-Focused Filter Language Increases Plan Selection
Context: Coupon and promo code fields on product-listings can distract users — they leave to hunt for codes, reducing completion rates.
Product: Personalized Next Step
Context: A one-size-fits-all product experience underperforms compared to content tailored to the visitor's context and intent.
General: Personalized Experiences Generate 41% Higher Impact Than Generic
Principle: Personalization — even basic segmentation by traffic source, device, or returning vs new visitor