Adding a funnel step lifted order value 28% without hurting conversions
The default assumption in funnel optimization is that fewer steps means more revenue. Conversion Rate Experts just published a case study that challenges that directly.
Their team added an extra step to a client’s purchase funnel. Revenue per order increased by 28%. Conversion rate was not hurt. The full breakdown of what changed and why it worked is in their latest Win Report.
The operator takeaway: if your average order value feels stuck, an intermediate step that surfaces upsells, add-ons, or gift options before checkout may be worth testing. The instinct to strip funnels down is usually right, but it’s not universal. Sometimes a well-placed step gives customers a chance to spend more before they commit to the final click.
The Win Report includes a wireframe of the original control page and details on the structural change that drove the result.
I’m founder of BizStack at Cagri Sarigoz LLC and a passionate advocate for entrepreneurs.
With over 14 years in tech, marketing, and AI, including my role as Head of SEO at CitizenShipper and co-founder of TaleBot at Intale AI, I’m dedicated to sharing genuine, useful product insights and tips.
At BizStack, I aim to cut through the digital noise to provide clear, actionable advice.
And more than all else, I’m a father to a (always) little girl and a husband.
Contact me at [email protected] for assistance.
