Originally, when customers clicked a Wayfair ad on social media, they were asked to log in and were then taken directly to the Wayfair homepage. This was a frustrating experience for users who wanted to see the specific item they found on social media. 

To change this, we improved our "Welcome" screen to give customers two options: Visit the product detail page (PDP) of the item they saw on social media, or continue to our homepage.

In doing so, we saw an 18.5% increase in Add to Cart rate within 30 days of customers visiting the site.