Checkout: Marketplace Order Confirmation Upsell
Hypothesis
Repositioning the Gousto Marketplace from an optional add-on to a step in the order process on the confirmation page would increase ancillary sales
Test Results
Key Learning
Problem: Users can't quickly find relevant products or content on the checkout, leading to frustration and early exits.
What worked: Reframing upsells as 'steps in the process' rather than add-ons increases uptake without feeling pushy. On confirmation pages, leading with the upsell above the fold (reducing primary confirmation message size) can significantly increase ancillary revenue. (+20.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that checkout: marketplace order confirmation upsell can produce a +20.0% improvement in conversions. The test was run on a checkout page in the e-commerce industry.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
redesigned Gousto's order confirmation page to make the Marketplace feel like a natural step in the process rather than an upsell. Reduced the size of confirmation messaging to create more above-the-fold visibility for the marketplace. Added a secondary prompt ('Add desserts, drinks, snacks & more') and highlighted popular categories.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: Welcome Mat - Partial
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.