Rokt: New Insights Reveal the Confirmation Page as the Most Undervalued Page in e-Commerce

50% of e-commerce executives agree their organization is ineffective at utilizing the confirmation page

NEW YORK--()--Global e-commerce martech company, Rokt, has today released a new report, They click buy. Now what? revealing the confirmation page is the number one overlooked opportunity for e-commerce executives to drive further revenue and improve the buying experience.

They click buy. Now what? uncovered that only 2% of e-commerce executives ranked the confirmation page as the most important stage of the customer purchase journey when research would suggest consumers feel otherwise. A recent study revealed that 74% of consumers agree they are happiest when shopping online – more specifically immediately after completing a purchase.

“The discrepancy between the potential of the confirmation page, and the reality of how e-commerce executives are utilizing it is substantial,” comments Ant Hearne, Chief Commercial Officer at Rokt. “Over 1.6 billion people bought goods or services online last year making the confirmation page the single most neglected piece of online real estate.”

Other significant insights include:

  • Most e-commerce executives prioritize highest immediate revenue opportunity with 66% labeling this as the number one priority when allocating resources.
  • Additionally, customer experience remains an important focus with 45% of e-commerce executives acknowledging it as high priority.
  • 50% of e-commerce executives agreed their organization finds it difficult to balance this tension between driving incremental revenue and preserving the customer experience.
  • Lack of business resources (45%) was the highest noted barrier to prioritizing the confirmation page. If barriers were removed, personalization (67%), feedback opportunities (57%) and internal offers/marketing initiatives (50%) were considered the most interesting additions.

Hearne continues, “Overlooking the confirmation page is an e-commerce crime. E-commerce executives spend billions of dollars every year driving people to click and buy. It makes clear business sense to maximize this investment by ensuring that they are continuously optimizing the confirmation page opportunity.”

The full whitepaper, They click buy. Now what? Why the confirmation page is the most undervalued opportunity in e-commerce, can be found here.


Rokt partnered with Internet Retailer to speak with a group of e-commerce executives, responsible for annual revenues up to and greater than $1 billion, as well as current clients, to understand how resources are allocated across a customer’s purchase journey. The report, They click buy. Now what? Why the confirmation page is the most undervalued opportunity in e-commerce, uncovers the true value of the confirmation page and reveals how e-commerce executives can maximize the potential for consumer engagement.

About Rokt:

Rokt sits at the intersection of digital marketing and e-commerce, and connects brands with the right consumers when they are in a buying state of mind. Utilizing data-driven insights to reach potential customers at the crucial Transaction Moment™, Rokt’s pioneering technology and ground-breaking algorithms empowers action-led marketing. This allows brands to start lifelong relationships with engaged, receptive consumers and delivers smarter monetization opportunities for e-commerce sites.

Rokt provides the tools and know-how to help e-commerce executives create new revenue streams and optimize the consumer purchase journey. Rokt is able to unlock opportunities to drive internal marketing initiatives and increase revenue from 3rd- party offers ultimately delivering value for both the consumer and the e-commerce business.

Rokt works with a premium marketplace of e-commerce partners – including major global sites such as Ticketmaster and Fanatics – to help them optimize and monetize the confirmation page, while offering brands access to 140 million transactions per month.


Jane Wilson
+1 (646) 862 9319

Release Summary

New Insights Reveal the Confirmation Page as the Most Undervalued Page in e-Commerce


Jane Wilson
+1 (646) 862 9319