At a $194 average order, escaped visitors were worth 2.3× more.
Ten days, 32,253 randomized visitors on a high-AOV protective-gear store for MTB, snow, and motorsports. Escaped traffic converted +111% better and produced +128% more revenue per visitor.
Protective gear is the opposite of an impulse buy: orders here average almost $200, and buyers research fit and safety ratings before committing. High-consideration checkouts lean hardest on the things the in-app browser strips away — saved payment methods, password managers, and a session that survives leaving the app.
The control arm converted at 0.67%. Escaped visitors converted at 1.42% — +111% — and were worth $2.75 per visitor against $1.21 (+128%). No outlier orders on either side.
The pattern across the portfolio is consistent: the higher the order value, the bigger the webview tax. This is the clearest high-AOV datapoint we've published.
After the test: The brand rolled escape out to 100% of Instagram traffic at the end of the window.
| Arm | Visitors | Orders | CVR | Rev / visitor |
|---|---|---|---|---|
| A · escaped | 15,731 | 223 | 1.42% | $2.75 |
| B · control | 16,522 | 111 | 0.67% | $1.21 |
Brand anonymized. Average order values: $194 escaped arm, $180 control, among purchasers.
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One script tag, 60-second install. Randomized 50/50 from the first visitor — in 7–14 days this page is your data.