We added new web2.0 functionality to the web store today. “Most Recently Viewed” keeps track of the gifts that each visitor has looked at in detail. By that we mean they must have looked at the detail page for the gift (ie clicked through for more info/ bigger pics).

The list of “Recently Viewed” appears far right, outside of the main page and (conveniently!) right next to the shopping basket. It’s a rolling list of 5 of the most recently visited items. The records persist beyond the session such that a returning visitor is greeted with stuff they were looking within last 7 days.

For visitors the benefits are:

1) Effortless route back to products that picqued there interest

2) Easy comparison between those items

3) Automatic – no need to click to remember something

4) Reminder of great stuff they’ve seen before – ideal for split/ unfinished shopping sessions

For affiliates the anticipated benefit is higher conversions. Why?

1) Visitors have a running visual prompt of gifts that have picqued their interest

2) Split sessions restart with a ready reminder of what visitors were looking at previously

3) Their own ‘hot list’ is right next to the shopping basket, tempting additional spend

It was only launched today, so no stats to prove as yet, but this is where we are coming from with this change. Will add data when available.

Steve