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
Does Restructuring Plan Detail Cards Improve Click-Through?
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Restructuring Homepage Hierarchy to Surface Personalized Offers
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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.
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.