# Saved-basket pop-up for returning visitors: +3% reach basket

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Popups & email capture, Cart drawers & slide carts
- Test run by: [Pets at Home](https://liftarchive.com/practitioners/pets-at-home/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/pets-at-home-case-study/
- Page: https://liftarchive.com/test/pets-at-home-returning-user-saved-basket-popup/

A pop-up reminding returning desktop visitors of the items still in their basket lifted the share of users reaching the basket page by over 3% and order confirmation by over 2.5%. The Pets at Home digital team ran this three-week A/B test, published as a VWO case study.

## Result

**+3% reach basket**

- Users reaching the basket page: up by more than 3%.
- Users reaching the order confirmation page: up by more than 2.5%. This is the closest measure to completed orders.
- The source describes the result as significant but gives no confidence level.

## Control

Returning desktop visitors who had left items in their basket got no reminder when they came back to the site.

## Variant

On returning, these visitors saw a pop-up listing the items saved in their basket, prompting them to view it.

## Why it likely won (our reading)

- Returning visitors may have forgotten what they left behind; the pop-up brings it back to mind.
- Showing the actual items is more persuasive than a generic reminder.
- It shortens the path back to checkout for people who were already close to buying.

## Caveats

The test covered desktop only and ran for three weeks, with about half of eligible traffic in the variant. No sample size or confidence level was shared.

## How to run this test

- Hypothesis: If we show returning visitors the items still in their basket, then more will reach checkout and buy because we remind them of a purchase they had already started.
- Primary metric: Orders per returning visitor with a saved basket
- Guardrail: Pop-up close rate
- Guardrail: Bounce rate of returning visitors
- Guardrail: Revenue per visitor
- Who should test it: Stores with lots of returning visitors and baskets that persist between sessions, such as repeat-purchase categories. It will matter less if few shoppers leave items behind or if baskets clear between visits.

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Credit: Pets at Home ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/pets-at-home-returning-user-saved-basket-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.