Why adding a wishlist option matters for higher-value products.

When shoppers need time, a wishlist button keeps the purchase in play.

Not every product sells in a single visit. Especially big-ticket or comparison-heavy ones.

For an arts and crafts brand with thousands of SKUs and buyers from hobbyists to professionals, premium kits carried a higher price tag and fewer instant checkouts.

We tested a wishlist option above Add-to-Cart.

The result:

• +9.5% CVR
• +11.5% wishlist adds

A wishlist gave hesitant shoppers a softer step forward, capturing intent without killing the sale.

It bought time without losing the buyer. A smart move in categories where decisions stretch out.

✨ Takeaway: For higher-priced, comparison-heavy, or gifting products, add a wishlist to the PDP to catch buyers who aren’t ready now but will be later.

Try it out!