Showing key packages before checkout: about +10% purchases
Commentary byLiftArchiveOur analysis, not theirsAdding a section that showed four key packages on the RuneScape Treasure Hunter page, before the payment step, increased purchases by almost 10%.
Jagex, the developer of RuneScape, ran this A/B test on its website in 2016, and it was published as a VWO case study.
The packages were bundles of keys for an in-game mini-game.
- Purchases: almost +10%. This was the primary goal.
- The test ran from August 15 to September 13, 2016. Sample size and confidence level were not shared.
- A follow-up test that marked one package as Recommended beat this winner by almost 6% more purchases.
The change
A new section shows four key packages before users reach the payment page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Treasure Hunter page explained the mini-game but showed no package details. Users only saw the packages after clicking Continue to the payment page.
Variant
A new section on the Treasure Hunter page highlighted four of the key packages, so users could see what was on offer before going to payment.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Heatmaps showed many users clicking a part of the page that wasn't clickable, which suggested they wanted to get to the keys or learn more.
- Session recordings showed people going back from payment to the Treasure Hunter page, a sign they lacked the details they needed.
- showing options and prices early lets buyers decide before the payment step, so fewer drop out once they get there.
Caveats: The data is from 2016 and sample size and confidence were not shared. This was an online game selling in-game items, so buyer behaviour may differ from a typical SaaS pricing page.
Who ran it
Jagex ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Jagex →
How to run this test on your site
- Hypothesis
- If we show our main plans or packages on the page before checkout, then more visitors will buy, because they will know what they are getting before they reach payment.
- Primary metric
- Purchases or paid conversions
- Guardrails
- Average order value or plan mix
- Clicks back from the payment page
- Payment page drop-off
- Who should test it
- SaaS, apps and digital products that send users to a payment step before showing plan or bundle options. It won't help if your plans are already clear on the page before checkout.
Questions
Should I show pricing before the checkout page?
In most cases, yes. Here, showing four packages before payment raised purchases by almost 10%.
People like to know what they are choosing before they commit.
Does marking one plan as Recommended help?
It did in Jagex's follow-up test, which added almost 6% more purchases.
A clear default can make choosing easier when there are several options.
How do I tell if users need more information before buying?
Look for clicks on things that aren't links in heatmaps, and for users going back from payment. Both suggest they are missing details.