Put this into practice
Run A/B tests and personalize your store without code. 14-day free trial, no credit card.
Start free trial →Run A/B tests and personalize your store without code. 14-day free trial, no credit card.
Start free trial →A wish list (also called a favourites list, saved items list, or heart list) is a feature on ecommerce websites that allows shoppers to bookmark products they are interested in buying at a future date, without adding them to the active cart. Users can build a personal collection of desired items, return to it on future visits, and convert those saved items into purchases when ready. For brands, wish lists are a rich signal of purchase intent that can be used for retargeting, personalisation, and re-engagement campaigns.
Wish lists serve multiple conversion and retention functions. First, they provide an alternative to immediate cart abandonment for users who are interested but not yet ready to buy — a user who saves a product to a wish list is expressing intent that would otherwise be lost. Second, wish lists create return visit reasons: a user who saved 5 products has a reason to come back, especially if they receive a restock notification, price drop alert, or a "your saved items are almost sold out" message. Third, wish list data is intent signal gold — knowing which products a customer has saved allows you to send highly personalised reactivation emails with relevance that generic promotional emails cannot match.
Sugar Cosmetics sends a triggered email to users who have wish-listed products but not purchased within 14 days. The email shows the exact saved products with current availability and includes a time-limited 10% discount code. This campaign consistently outperforms their generic promotional emails on click-to-purchase rate by 3–4x, because it addresses a known, expressed interest rather than a guessed one. The data to run this campaign comes entirely from the wish list feature — a low-cost feature that generates high-value behavioural data.
Test the placement, design, and trigger of the wish list button on product cards and PDPs. Also test the timing, copy, and incentive in wish list reactivation emails to optimise wish-list-to-purchase conversion rate.
Run smarter A/B tests with CustomFit.ai — 14-day free trial, no credit card required.