Winner
Medium confidence
Funnel Analysis → Add Info to Pre-Payment Page → +10% Purchases
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.
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.
Why This Works
Key Learnings
Expected Lift Range
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