Confirmation page: Gousto: Order Confirmation Page Marketplace Repositioning
Hypothesis
Gousto's post-order marketplace (additional products available after placing a recipe box order) was being presented as a separate shopping experience, reducing take-up. Repositioning it as an integral step within the order confirmation flow rather than an optional add-on would increase marketplace engagement.
Test Results
Key Learning
Context: Friction during the confirmation page process causes users to abandon right when they're closest to converting.
What was tested: Post-purchase upsell and cross-sell pages perform significantly better when the additional purchase is framed as part of completing the primary action rather than starting a new one. On order confirmation pages, buyers are at peak satisfaction and commitment — this is the highest-leverage moment for ancillary product exposure. Removing the visual separation between 'your order is confirmed' and 'add more products' reduces the psychological reset that causes customers to evaluate the secondary purchase from scratch.
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested confirmation page: gousto: order confirmation page marketplace repositioning but produced no statistically significant change. The test was run on a thank you page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that pricing 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.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
tested repositioning Gousto's ancillary marketplace on the order confirmation page. The control presented the marketplace as an optional 'shop now' module after the confirmation message. The variant integrated the marketplace browsing as a natural next step within the confirmation page layout, making it feel like completing the order rather than starting a new shopping session. The page hierarchy was restructured so marketplace products appeared immediately in the user's attention zone post-confirmation.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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