Add a Recently Viewed Items List for Better Navigation

Findings

Baymard Institute's research reveals a significant gap in e-commerce functionality: only 47% of desktop sites offer a recently viewed items list. This feature absence creates a notable challenge, particularly on mobile devices where users face additional navigation limitations. When customers need to manually refind products using back buttons or repeated searches, they often experience fatigue and frustration, which can lead to abandoned purchases.

Tips for desktop

Position your recently viewed items list strategically above the footer. Research shows this placement works well because it stays out of the way during normal browsing, yet remains easily discoverable when users actively seek previously viewed products. For enhanced visibility, consider sidebar integration as an alternative placement.

As seen in the EOS Store example, the ‘Recently Viewed Products’ section is placed above the footer.

Present the list as a product carousel - a horizontal row of items your customers have previously visited. This format should be available across your entire site, not just on product pages. This site-wide accessibility is crucial because users often need to refind items while browsing category pages or search results.

Feature a wide selection of products

JYSK simplifies product rediscovery with a 'Recently Viewed' section placed at the bottom of multiple pages, including the product details page. This allows users to effortlessly compare the current product with previously viewed items or quickly return to them.

A critical implementation detail: make the feature available to all users without requiring account login. The list should function like an automatic "Save" feature, tracking viewed items during the session without any manual intervention from users. Also, include essential privacy controls - specifically a "Clear All" option and a "Disable List" feature - to accommodate users on shared or public computers who may want to remove their browsing history.

Macy’s enhances user privacy by including an 'Edit' link in the 'Recently Viewed Items' list, enabling users to remove specific items. This is particularly useful for shared accounts, especially during gifting seasons. Source: Baymard.

Tips for Mobile

Mobile users face unique challenges when refinding products, making a recently viewed items list particularly important. These users deal with slower page loads, unreliable back button behavior, and the limitations of smaller screens.

The mobile implementation needs to focus on three key aspects:

• Retaining applied filters and sorting choices when users navigate back
• Maintaining the user's previous position in product lists
• Ensuring consistent page anchoring for smooth navigation (this means returning users to their exact scroll position when they navigate back to a previous page)

For example, imagine a customer shopping for a winter coat on their phone. They've filtered the results to show only black coats under $100 and scrolled through several pages of products. After clicking on a specific coat and then wanting to return to their search results, the implementation should:

• Remember their color and price filters
• Return them to page 3 where they left off (not back to page 1)
• Restore their exact scroll position showing the last coat they were viewing

As with the desktop, ensure the list works automatically for all users without login requirements. Keep the privacy controls easily accessible on mobile interfaces, where users may be particularly conscious about browsing history. The feature should maintain the same session-based functionality as the desktop version, automatically registering viewed items while providing clear options to manage or remove the browsing history.

Conclusion

Implementing a recently viewed items list is more than just a convenience feature - it's a crucial navigation tool that directly impacts your store's usability and conversion potential.

Creating an easier path for customers to return to products they're interested in reduces frustration and encourages product exploration.

By following these research-backed implementation guidelines, you can create a smoother shopping experience that keeps customers engaged and reduces purchase abandonment, whether they're browsing on desktop or mobile devices.