A 14% conversion store still found +30% hiding in the webview.
Six weeks, 4,270 randomized visitors. Even with an unusually strong 10.9% control conversion rate, escaping the in-app browser lifted checkout conversion 30% and revenue per visitor 37%.
This store converts warm community traffic at rates most ecommerce operators would not believe — 10.9% inside the webview. If any store could shrug off the in-app browser, it should have been this one.
It didn't. Escaped visitors converted at 14.2% (+30%, p < 0.001) and produced $6.54 per visitor vs $4.79 (+37%, with one $3,200 outlier order trimmed from the control arm).
The lesson generalizes: webview friction is not a weak-funnel problem. Saved passwords, Shop Pay, and a session that survives an app switch compound at every conversion tier.
After the test: The test continues to run; the brand keeps a live control arm to hold the measurement honest.
| Arm | Visitors | Orders | CVR | Rev / visitor |
|---|---|---|---|---|
| A · escaped | 2,173 | 309 | 14.22% | $6.54 |
| B · control | 2,097 | 229 | 10.92% | $4.79 |
Brand anonymized. Smaller absolute sample than other studies — reported with its exact p-value rather than rounded confidence.
Run this exact test on your traffic.
One script tag, 60-second install. Randomized 50/50 from the first visitor — in 7–14 days this page is your data.