# Similar-product popup on product pages: +15.72% purchases

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Popups & email capture, Upsells & cross-sells
- Date shared: 2024-07
- Test run by: [Estlanders Marketing](https://liftarchive.com/practitioners/estlanders-marketing/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.optimonk.com/millie-n-me-case-study
- Page: https://liftarchive.com/test/millie-n-me-smart-recommender-popup/

Adding a popup that recommended products similar to the one being browsed lifted Millie n Me's ecommerce conversion rate (purchases) by 15.72% and revenue by 5.65%. Estlanders Marketing set this up for the women's fashion brand, and it was published as an OptiMonk case study. It was not a split test, and the source does not say what the numbers were compared against.

## Result

**+15.72% purchases**

- Ecommerce conversion rate (purchases): +15.72%.
- Revenue: +5.65%, a smaller gain than purchases, which hints at a lower average order value.
- Popup click rate: 10.25% of people who saw it clicked a recommended product.
- Not a split test, so these lifts are not proven to come from the popup alone.

## Control

Product pages had no recommendation popup. Shoppers browsed and found other items on their own.

## Variant

A popup with a dynamic headline showed products similar to what the visitor was viewing, such as other maxi dresses for maxi dress browsers. It appeared on any product page after 20 seconds, once the visitor had opened at least two product pages.

## Why it likely won (our reading)

- The timing rules showed the popup only to people who had already shown real interest, so it rarely interrupted casual visitors.
- Recommending close alternatives helps a shopper who likes the style but not the exact item.
- No discount was involved, so the brand did not give away margin to get the lift.
- Revenue grew less than purchases, so the extra orders may have been smaller or cheaper items.

## Caveats

This was a before/after result with no stated comparison basis, sample size or duration. It was set up on OptiMonk's tool and published by OptiMonk.

## How to run this test

- Hypothesis: If we show engaged product page visitors a popup of similar products, then more of them will buy because they find an alternative they like before leaving.
- Primary metric: Ecommerce conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Bounce rate on product pages
- Who should test it: Fashion and other style-led stores with large catalogs, where shoppers often like a look but not the exact item. Small catalogs with few close alternatives will have little to recommend.

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Credit: Estlanders Marketing ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/millie-n-me-smart-recommender-popup/).
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.