Etsy Recs Landing Pages

As we developed personalized recommendations on Etsy’s homepage, we learned landings were a weak spot in the user experience—there were no pages on Etsy that supported browsing groups of personalized content.

My role: product design

My solution

I defined a content strategy and designed a flexible system of landing pages to support a range of recommendation-led shopping journeys.

V1 experiment

For a V1 experiment, I designed pages to showcase 48 thematic listings, ranked for relevance.

The page featured related themes and searches (‘speed bumps’) that I hypothesized would help people explore thematically-related content.

Experiment results showed strong engagement, prompting us to launch the page to all users.

V2 experiment

Data from our V1 experiment suggested (1) speed bumps were distracting and (2) many buyers were scrolling to the bottom of the page.

In our V2 experiment, I removed speed bumps, added more listings for each group, and introduced endless scrolling, which improved CTR by 20%.

Scaling the experience

Because I designed recs landings with flexibility in mind, we quickly launched landing pages to support more content types, including active shopping missions, similar items, and campaign pages for email and merchandising.

All pages feature full translations, cross-platform support, custom filters, and personalized rankings. Browsing data is fed back into recommendation systems to continually improve the quality of the experience.