Case Study: RuneScape achieves 10% increase in purchases with VWO

Structured CRO Program Helped RuneScape Increase Purchases

RuneScape, the long-running MMORPG by Jagex, wanted to grow revenue by increasing on-site purchases of in-game items sold through its Treasure Hunter page. To tackle friction in the payment flow and better serve a loyal user base, the RuneScape CRO team partnered with VWO and used VWO’s Conversion Rate Optimization tools—heatmaps, visitor recordings, and A/B testing—to identify where users were getting stuck and what information they were missing.

Using a structured CRO process with VWO, the team added visible package details to the Treasure Hunter page and ran A/B tests; the variation showing four chest bundles lifted purchases by almost 10%. A follow-up test that highlighted a single “Recommended” package produced an additional ~6% uplift, demonstrating VWO-powered testing drove clear, measurable increases in conversions.

RuneScape