Product: Funnel Analysis → Add Info to Pre-Payment Page
Hypothesis
If users are returning from the payment page back to a product page, the product page lacks sufficient purchase justification. Adding package details will reduce bounce-backs.
Test Results
Key Learning
Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
What worked: Session recordings revealing 'page returns' are a strong signal that the page before payment lacks info. Users need enough information to commit at the payment stage — if they go back, something was missing. (+10.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that product: funnel analysis → add info to pre-payment page can produce a +10.0% improvement in conversions. The test was run on a product page page in the cross-industry industry.
Before you test: Consider that copy & messaging 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
RuneScape's CRO team used heatmap analysis of the Treasure Hunter page and found: (1) users clicking non-clickable 'Get Keys' sections, (2) session recordings showed users returning from payment page — suggesting missing info. They added package details to the Treasure Hunter page. Result: ~10% more purchases.
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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