Giva × OptiPhoenix:A “Recently Viewed” Widget Lifted Conversion Rate by 6.44%

The Challenge

Giva is an Indian jewellery brand offering silver, gold, and lab-grown diamond jewellery through a digital-first shopping experience. On Giva’s mobile PLP, returning users often lost track of products they had already viewed. This forced them to re-search or scroll back through the listing to find those items again, creating friction during product discovery and evaluation and increasing the likelihood of drop-off. Existing social proof notifications did not help a user resume their own shopping journey.

OptiPhoenix partnered with Giva to test whether a persistent “Recently Viewed” widget would reduce that friction and improve conversion.

Finding the Missing Signal

The products a shopper had already looked at were not gone. They were just out of reach the moment the shopper scrolled past them.

A shopper comparing jewellery pieces often wants to return to something they saw earlier, but without a way to do that quickly, they were forced to rebuild their shortlist manually. That added cognitive effort at the exact stage where a shopper should be narrowing down, not starting over. The gap sat between a shopper who already knew what they liked and a listing page that gave them no easy way to get back to it.

The Hypothesis

OptiPhoenix proposed that introducing a persistent Recently Viewed widget on the PLP would let users quickly revisit previously viewed products, reducing cognitive effort and comparison friction. This was expected to help users make decisions faster and drive a higher conversion rate.

The Experiment

OptiPhoenix ran a controlled A/B test on Giva’s mobile PLP.

Variant A (Control): The original PLP, with no way to quickly revisit previously viewed products.

Variant B (Test): A Recently Viewed widget that appears when a user returns to the PLP after viewing products. The widget initially displays the user’s recently viewed items, then minimizes into a persistent floating tab to reduce screen clutter after interaction. Users can reopen the widget at any time, and the expanded view lists all recently viewed products.

Metrics measured: Conversion Rate and Revenue Per Visitor (RPV).

The Result

Giving shoppers an easy way back to items they had already seen moved more of them toward a purchase.

Conversion Rate rose from 0.61% to 0.65%, a 6.44% increase. Revenue Per Visitor rose 4.84% over the same test.

Impact

• 6.44% increase in Conversion Rate
• 4.84% increase in Revenue Per Visitor
• Faster product re-discovery and comparison on mobile

Lessons Learned

Losing a product is not the same as losing interest. Shoppers were not abandoning items they had viewed, they were simply unable to find them again without effort. Giving them a direct path back to those products removed that effort entirely.

Persistent access beats one-time visibility. Minimizing the widget into a floating tab after first interaction kept the feature available throughout the session without cluttering the screen, which let shoppers return to it whenever they needed it rather than only once.

Reducing re-discovery friction supports comparison behavior. Jewellery purchases often involve weighing multiple options before deciding. A widget that made comparison easier removed a barrier standing between browsing and buying.

Partnership Snapshot

What Matters

Giva shoppers were not losing interest in the products they viewed, they were losing access to them. By surfacing a persistent Recently Viewed widget on the PLP, OptiPhoenix closed that gap, and the shoppers most likely to convert found their way back to what they wanted faster.

Read more Case Studies from Giva here!!