Ali Demirbaş - Lab
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Mobile App

Testing a Recently Viewed Row on an App Home Screen

A recently viewed products strip may help returning visitors continue browsing without repeating the same search.

  • Mobile app
  • Purchase conversion rate (CR)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Mobile app
Difference
added

Hypothesis

Those items are not necessarily more relevant than other recommendations, and clicks may simply shift from another homepage section. Evaluate incremental purchases among eligible visitors.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases per assigned returning visitor with eligible browsing history.

Other metrics

  • Strip click-through rateUse this only as a diagnostic in the variant, where the strip exists.
  • Product detail visitsMeasure total product-page visits, not only clicks from the strip.
  • Bestseller clicksReview clicks on bestsellers alongside total purchase conversion.
  • Homepage exit rateMake sure exits do not increase.

What to check before and during the test

  • StripAdd a strip of products the visitor viewed most recently.
  • LayoutKeep placement, product count and dimensions fixed.
  • EligibilityExclude purchased and unavailable products using the same predefined rules.
  • IncrementalityCheck whether strip interactions lead to additional purchases or redirect existing browsing.
  • PlatformReview the same comparison within each supported platform.

Setup mistakes to avoid

  1. 1Do not show products the visitor has already purchased.
  2. 2Remove unavailable products from the strip.
  3. 3Do not make the strip large enough to occupy the whole first screen.
  4. 4Do not change the recommendation algorithm in the same test.
  5. 5Do not include private browsing sessions in the strip.