Helping potential customers proceed in their shopping experience is crucial to generate a conversion. Whether a user is a returning visitor or a new one, keeping the products they recently saw at the top of their minds is always relevant.

In this article, we will share some practical examples of campaigns that can be created with the last viewed recommendations strategy and their different goals.

If a potential customer was checking some of the products on your website but then left your shop, it could mean that they found another product somewhere else or that they got distracted or postponed their purchase.

If those latter two are the case, an effective strategy is to remind potential customers of the product they have seen. You can do that by creating a hybrid campaign, only visible for those who didn’t add the product to their cart (that is a different type of campaign) but that saw, for example, at least 3 product pages. You can then create an automated campaign that will send the recently seen product to gain back attention from that user, make them land again on your website, and propose personalized experiences.

You can also decide to restrict the type of users that will get this email, for example, by adding our Algorithm base rule, such as “conversion potential”, so that only more invested people will receive this type of communication.

When a returning visitor lands on your website but still haven’t made a conversion, it is essential to ensure their purchase path is as easy as possible. Moreover, it’s likely that if they receive a personalized experience, they will appreciate your website more.

To do that, you can add on your homepage an embedded recommendation where you remind your users of the products that they had seen during their previous visit. This is particularly relevant also for account-based websites, such as online courses websites, B2B webshops, or job portals; with these personalizations, showing customers their last viewed products can help them resume quicker their previous activities.

Check out this article to learn how to create touchpoints.

If you don’t want to create an embedded carousel, you can create a notification with 3 or 4 product blocks using this strategy.

Frequently customers browse through your website and check multiple products. Sometimes, that can be overwhelming and need clarification. Often, users land directly on a category page and browse through that, opening products and going back and forth from that page.

One way to facilitate their browsing experience is adding the category page carousel that will appear only if a customer is opening product pages; in that carousel, they can see a recap of the products they have just opened. This will help them keep them top of mind, and it will be easier for them to find them again, especially if you have category pages with many products, and it will increase your conversion rate.

One of the most common and effective placements is on the product detail page. This allows customers to quickly navigate to previously viewed items while still engaged with a specific product. You can place the last viewed products section below the main product details or in a sidebar.

If a customer has added products to their shopping cart, showing their last viewed items on the cart or checkout page can remind them of other products they may want to consider. This placement encourages cross-selling and can help prevent abandoned carts.

If your website offers personalized user accounts, displaying the last viewed products on the account dashboard is a convenient placement. This allows users to access their recent activity and continue browsing or purchasing easily.

Consider using pop-ups or overlays to show the last viewed products when customers are about to leave your website. Exit-intent pop-ups can remind them of their previous interest and allow them to engage them further before they navigate away.