The order confirmation page that was eating conversions

The order confirmation page that was eating conversions

A mid-size meal-kit brand had a healthy checkout. Or so the dashboard said. Traffic was fine, add-to-carts were fine, but repeat purchase rate had quietly slid for two quarters.

The clue showed up in the path exploration report: 41% of buyers exited at the thank-you page, then never came back. Nobody had looked there because it's the page after success.

The page had no next step. Just a receipt and a dead end. They added a single 'set up your next box' prompt with a pre-filled date.

Repeat purchase rate within 30 days climbed from 18% to 27%. Same traffic, same checkout. The leak was on the page everyone considered the finish line.

Lesson: the page after conversion is still a funnel step. Treat it like one.