Gift Wrapping as an Add-On

For giftable products, test offering gift wrapping as an add-on option right before adding the item to the cart. This could be presented as a checkbox or button labeled something like "Make it extra special - Add a Luxury Gift Box for £5.00".

The hypothesis is that positioning gift wrapping as a convenient, one-click add-on at the point of purchase will increase average order value by getting a percentage of customers to opt-in for the extra service. The example shows this leading to a 6.11% increase in revenue per visitor (RPV).

This type of add-on offer can enhance the gifting experience for the customer while also providing an incremental revenue opportunity for the business. The key is making the offer prominent and easy to select at a relevant point in the purchase flow.