# Wishlist option on listing and product pages: +1.84% transactions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product cards & quick add, Layout, fonts & visual design
- Test run by: [Clarins](https://liftarchive.com/practitioners/clarins/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/clarins-uk-invests-continuous-testing-learning/
- Page: https://liftarchive.com/test/clarins-uk-wishlist-on-plp-pdp/

Adding a wishlist (save for later) option to listing and product pages lifted transactions by 1.84% and raised basket page views. Clarins UK ran this test on its own site, and it was published as a VWO case study. The team saw the wishlist as a way to make the buying decision simpler, not harder.

## Result

**+1.84% transactions**

- Transactions: +1.84% for the wishlist version.
- Basket page views went up too. The size of that lift was not shared.
- No sample size, duration or confidence level was published.

## Control

Product listing and product detail pages had no way to save an item for later.

## Variant

A wishlist option was added to listing and product pages, so shoppers could save products they liked and come back to buy them.

## Why it likely won (our reading)

- Skincare shoppers often compare several products before buying. A wishlist gives them a place to keep a shortlist instead of leaving.
- Saved items act as a reminder, which can bring shoppers back to buy on a later visit.
- Product pages are often the first page a visitor sees. A low-commitment action gives early-stage visitors something to do besides bounce.

## Caveats

Only the transaction lift was given as a number. No sample size, test length or significance was shared, and the result is vendor-published.

## How to run this test

- Hypothesis: If we let shoppers save products to a wishlist from listing and product pages, then transactions will rise because undecided shoppers can keep a shortlist and return to it instead of dropping off.
- Primary metric: Transactions per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Average order value
- Guardrail: Product page exit rate
- Who should test it: Stores with considered purchases and larger catalogs, such as beauty, fashion or home, where shoppers compare and come back. Stores selling one or two products, or impulse buys, probably gain little.

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Credit: Clarins ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/clarins-uk-wishlist-on-plp-pdp/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.