The Intent Page was A/B tested over three weeks against the existing flow, run as a 50/50 split. These results demonstrated significant improvements, with the variant showing:

+15.5% increase in gift exchanges
+14.3% uplift in recipients selecting higher-priced experiences
-11% reduction in drop-offs at the decision point
£180k projected in additional annual revenue from increased recipient conversion

The results validated a full rollout and confirmed that a single, well-placed design intervention could meaningfully shift both user behaviour and commercial outcomes.