# A/B Test Idea: Home Screen for Returning App Users

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/ab-test-idea-home-screen-for-returning-app-users

## Hypothesis

If returning visitors land on a homepage that opens with a continue block, they may get back to an unfinished task without navigating from the start. As long as classification is right and the activity shown is current, that could raise revenue per visitor among returning visitors.

## When to run this test

Long routes back to unfinished tasks show up in three places: returning visitors who leave without reopening their carts, session recordings of people searching again for the same product, and repeated product searches in search logs. If the continue block shortens that route, returning visitors get back to their carts or recent tasks faster, and revenue per visitor reflects it. Confirm first that the fixed signal identifying returning visitors is reliable and that the block will not openly show a name, address or other personal details; with a shaky signal, misclassification will erode its value.

## Primary metric

**Revenue per visitor (RPV)**: Compare revenue per assigned visitor within predefined new and returning segments, then report the overall result.

## Other metrics

- **Homepage click-through rate**: Measure interaction with the first block; do not classify an impression as unnoticed just because it was not clicked.
- **Return-to-cart rate**: Track eligible returning visitors who resume their carts.
- **New-user conversion**: Check whether misclassification or the fallback experience harms new-user conversion.
- **Page load time**: Make sure personalization does not harm LCP.

## What to check before and during the test

- **Continue block**: Add the predefined continue block for returning visitors in the variant.
- **New visitors**: Keep the new-visitor homepage unchanged in both arms.
- **Classification**: Use one fixed signal and classify visitors before assignment.
- **Content scope**: Keep other blocks and recommendation logic unchanged.
- **Fallback**: Define the default experience for unknown or misclassified visitors.

## What to watch when reading the result

- Read revenue per visitor within the predefined new and returning segments first, then overall. If revenue rises among returning visitors while new-user conversion falls, misclassification or a broken fallback experience may be eating the gain; in that case, do not ship.
- Homepage clicks and the return-to-cart rate explain the result but do not decide it; do not label an impression as unnoticed just because nobody clicked. Compare page load time in both arms; if personalization bypasses caching and slows the page, the revenue gap reflects speed as well as the block.
- What you learn applies to this classification signal and this continue block; if you change the segment definition mid-test, the start and end of the test no longer measure the same audience. Redesigning the new-user homepage is a separate experiment.
- If the revenue gap is small or noisy, swings in order value may be hiding it, and returning visitors are only part of your traffic. The [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator) works on conversion rates, so use the returning segment's cart return rate to get a sample per variant and divide it by daily returning visitors per arm for a minimum run length. Revenue is noisier, so treat that as a floor and do not stop the test on an early look.

## Frequently Asked Questions

### How should returning visitors be identified?

Use a fixed signal before assignment. Define a fallback for unrecognized visitors and do not alter the segmentation rule during the experiment.

### Why inspect revenue within visitor segments?

New and returning visitors can behave differently. Use returning-visitor revenue as the primary outcome for this treatment, and inspect the unchanged new-visitor experience as a guardrail.

### What should the continuation block avoid showing?

Do not expose personal details such as an address unnecessarily on the homepage. Keep activity references current and monitor cart return and page-loading performance.