Order-confirmation: Gousto Order Confirmation Page: Reposition Marketplace as Next Step in Order Flow
Hypothesis
Repositioning the Gousto Market (add-on products) as a required 'step 2' in the post-order flow — rather than an optional extra
Test Results
Key Learning
Context: The first screen of the order-confirmation must immediately communicate value — if it doesn't, users bounce before scrolling.
What was tested: Positioning upsells as steps in a process (rather than optional extras) dramatically increases engagement. Scroll depth data can reveal that high-value page sections are invisible to most users. The order confirmation page is a high-intent moment — users have already committed and are receptive to add-ons. Behavioral economics framing (completion vs. optional) can increase ancillary revenue without discounts
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 order-confirmation: gousto order confirmation page: reposition marketplace as next step in order flow 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
Most Gousto customers didn't know the marketplace existed. Scroll analysis showed only a fraction reached marketplace products. reduced the confirmation message size, made it appear as 'completed step 1', and added a clear 'Step 2: Add desserts, drinks, snacks & more from the Gousto Market' prompt above the fold. This reframed optional purchases as part of the natural order completion flow.
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
Pricing Page: Least Or Most Expensive First
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Pricing Page: More Or Fewer Plans
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Signup: Payment First
Context: Friction during the signup process causes users to abandon right when they're closest to converting.