Gift-wrap add-on in the cart drawer

Before

After

Hypothesis

Adding a clearly visible gift-wrap add-on in the cart drawer (with price and value props) will lift AOV through incremental upsell revenue without hurting conversion.

What we learned

CVR +7.41%, RPV +4.56%, AOV -2.65%. Est. +524 orders/mo, +$34,825/mo. 97% confidence (one-tailed z-test). A visible, low-friction upsell in the cart removed a barrier for gift buyers. RPV rose even as AOV dipped slightly (more single-item gift buyers), net positive. Ran pre-BFCM, so validate uptake outside the gifting season.