Supplements are a trust purchase. The webview is where trust goes to die.
8 days, 24,426 randomized Instagram visitors on a concentrated herbal supplements store: +37% checkout conversion and +37% revenue per visitor for escaped traffic — a perfect 50/50 split with zero outlier orders to argue about.
Supplements are a considered purchase: shoppers check ingredients, look for testing claims, and often leave to research before buying. That behavior is exactly what Instagram's in-app browser punishes — the session dies the moment the user swipes away, and there are no saved logins or Shop Pay autofill waiting when they come back.
The split was as clean as they come: 12,197 vs 12,229 visitors, a coin flip. Escaped visitors checked out at 2.04% vs 1.49% for the webview control (+37%, p < 0.001) and produced $1.25 per visitor vs $0.91 (+37%). No outlier orders on either arm — the trimming rule had nothing to remove.
For a category built on repeat purchase, the compounding matters more than the first order: escaped buyers land in a real browser with a persistent session, so the second bottle doesn't have to survive the webview either.
After the test: The test is still running with a live control arm; the lift has held through every day of the window so far.
| Arm | Visitors | Orders | CVR | Rev / visitor |
|---|---|---|---|---|
| A · escaped | 12,197 | 249 | 2.04% | $1.25 |
| B · control | 12,229 | 182 | 1.49% | $0.91 |
Brand anonymized. Window still accruing at time of publication — figures are the full randomized window through Aug 4, 2026.
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.