Wishlist
A feature that lets customers save products for future purchase. Helps generate leads, enables targeted marketing ('the item you wanted is back in stock'), and reduces purchase-time friction.
In practice
A wishlist is a 'soft commitment' — the customer didn't buy now but expressed intent. A store that leverages wishlist data for automations ('the price of the item you wanted dropped 15%') captures revenue that would otherwise be lost.
Common misconception
'Wishlists are only for fashion.' Wishlists work in every category — home goods, books, gadgets. Any product requiring 'more thought' before purchase is a wishlist candidate. Especially high-priced products benefit from a strong wishlist feature.
How to fix it
Wishlist underused? (1) Check visibility — is the wishlist button clear? Is a heart/star icon near add-to-cart? (2) set up 'price drop' and 'back in stock' automations in Klaviyo, (3) check whether customers with saved wishlists eventually convert — measure wishlist conversion.
Example
An electronics store added a wishlist plus a 'price dropped 10% on an item you wanted' automation. 1,200 customers had wishlists. The price-drop campaign generated 340 purchases in 72 hours — $19,000 in revenue from customers deemed 'not ready.'
Priority
Add a wishlist to the site plus one automation (back-in-stock) before anything else. Tools: Shopify Wishlist Plus, WooCommerce Wishlists. ROI is low in year one and grows with wishlist volume.
Related terms
Keep learning. Metrics that touch the same area:
- Customer ServiceCustomer ExperienceEvery post-purchase interaction — questions, complaints, issues. Channels: chat, phone, email, WhatsApp. Directly impacts NPS, LTV, and reviews.
- Helpdesk / TicketingCustomer ExperienceA system for managing inquiries: Zendesk, Gorgias, Freshdesk. Consolidates inquiries from all channels into a single view. Enables tracking, assignment, and SLAs.
- CSAT – Customer Satisfaction ScoreCustomer ExperienceA measure of satisfaction with a specific interaction (support, purchase). Measured on a 1-5 or 1-10 scale. CSAT = (positive scores / total scores) × 100. Good average: above 80%.
- CES – Customer Effort ScoreCustomer ExperienceHow easy it is for a customer to accomplish their goal — a purchase, service request, or return. Measured by: 'how much effort was required?' (1-7). Strongly correlated with loyalty — ease beats 'delight.'
- UX – User ExperienceCustomer ExperienceThe overall experience of a visitor interacting with the site — speed, ease, navigation, clarity. Poor UX directly hurts conversions. Good UX means visitors find what they wanted with minimal effort.
- UI – User InterfaceCustomer ExperienceThe visual design of the site — colors, typography, icons, layout, spacing. Good UI guides the eye, creates visual hierarchy, and builds trust. Poor UI confuses and repels.
Jimmy tracks your Wishlist, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.