Win Report: Why adding a page to the funnel increased order value by 28%

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next two minutes, we’ll show you how moving an upsell off the product page increased order value by 28% for a South American gift company.

Illustration comparing a control product page with add-ons at the bottom against a variation that moves the add-ons to a page of their own.

Our client delivers gifts internationally, serving visitors in several languages and currencies. Most of its orders are tied to a date that cannot slip, such as a birthday or an anniversary. The client has asked to remain anonymous.

Research: The add-ons customers liked were the ones they rarely saw

Near the bottom of each product page sat a section called “Make it special.” It offered things a customer could add to a gift, among them balloons, chocolates and so on. The section sat below the product photograph, below the description and delivery policy, and below the Buy now button.

In customer feedback, we kept noticing the same thing. People who had added one of these items to their order were glad they had. Customers did not dislike the add-ons. Most of them simply never focused on them.

Situated as they were, the add-ons asked a second question while the first one, whether to purchase the main gift, was still open. When two things compete for attention, the less important one is easy not to notice at all.

One option could be to make the section bigger and more obvious, but the product page already had a job. Everything on it, the photograph, the description, the delivery policy, the price, was working to settle a single question. Is this the right gift?

So what would happen if we moved the second question to later in the process?

The original page (or control)

Here’s a mockup of the original product page. The add-ons sat at the very bottom, under the heading “Make it special,” below the product photograph, the description, the delivery policy, and the Buy now button.

Illustration of a product page with an add-ons section called ”Make it special” at the bottom, below the photograph, description, delivery policy and Buy now button. — The control: Add-ons sit at the foot of the product page, below the fold.

The tested page (or variation)

For the variation, we took the add-ons off the product page altogether and gave them an interstitial step of their own. The offers each appeared on the following page with a checkbox and a price, under a single line inviting the customer to add something extra.

Illustration of an interstitial page shown after the gift is chosen, offering add-ons as checkboxes with prices under a single invitation line. — The variation: The add-ons get a page of their own, reached once the gift is chosen.

Although this added an extra step, the customer did not have to do anything before continuing. It simply moved a question that had previously competed for attention to its own moment in the process.

Result: Order value increased by 28%

During the test, we observed a 28% increase in revenue per order.

You might think that adding an extra step to a funnel will inevitably decrease conversions, but the variation had no impact on overall conversions. By giving the add-ons their own space, we were able to increase their visibility without adding significant friction.

What’s next

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of the client’s website and then to other clients.

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