SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
Van Heusen × OptiPhoenix:“Similar Items” in the Add to Bag Popup Drove a 7.61% Conversion Rate Uplift
Published: Mon Sep 14 2026/Updated: Mon Sep 14 2026/by: Vrity Singh
The Challenge
Van Heusen is one of the brands available through the ABFRL SuperApp, a unified fashion shopping platform that brings together brands including The Collective, Louis Philippe, Van Heusen, Allen Solly, Peter England, Pantaloons, American Eagle, and Forever 21 into one shopping experience. On Van Heusen’s Add to Bag confirmation pop-up, users were only presented with primary actions such as View Cart or Continue Shopping. The experience offered no relevant product suggestions, limiting opportunities for further product discovery right after a user added an item to their cart.
OptiPhoenix partnered with Van Heusen to test whether introducing product recommendations at this moment would improve engagement and conversion.
Finding the Missing Signal
The moment right after adding a product to the bag is a moment of confirmed intent. A user has just decided they want something, which makes it one of the best times to show them something else they might want too. The original pop-up did not use that moment for anything beyond confirming the action.
Sending users straight to View Cart or Continue Shopping, with nothing in between, closed the door on discovery at exactly the point where a user was most engaged. The gap sat between a moment of clear purchase intent and a pop-up that did nothing to build on it.
The Hypothesis
OptiPhoenix proposed that enhancing the Add to Bag pop-up with a “Similar Items” section, featuring visually rich product images and clickable recommendations, would let users browse relevant alternatives without leaving their current shopping journey. This was expected to increase engagement and drive a higher conversion rate.
The Experiment
OptiPhoenix ran a controlled A/B test on Van Heusen’s mobile Add to Bag pop-up.
Variant A (Control): The original pop-up, offering only View Cart and Continue Shopping actions with no product recommendations.
Variant B (Test): A “Similar Items” section added to the pop-up, displaying product images for each recommended item and making each one clickable for quick navigation to its product page.
Metrics measured: Conversion Rate, Revenue, Add to Bag rate, and Buy Now rate.
The Result
Using the confirmation moment to surface relevant products, instead of ending the interaction there, moved more users toward a purchase.
Conversion Rate rose from 12.22% to 13.15%, a 7.61% increase, reaching 95.12% statistical significance. Revenue rose 2.60% over the same test. Add to Bag rate rose 5.65%, and Buy Now rate rose 3.93%.
Impact
- 7.61% increase in Conversion Rate
- 2.60% increase in Revenue
- 95.12% statistical significance
- 5.65% increase in Add to Bag rate
- 3.93% increase in Buy Now rate
Lessons Learned
A confirmation moment can also be a discovery moment. The original pop-up treated Add to Bag as the end of an interaction. Adding relevant recommendations there instead treated it as a continuation, and users responded by browsing further rather than exiting the flow.
Visual recommendations outperform text-only prompts. Showing product images, not just item names, gave users enough information to decide whether to explore further without needing to leave the pop-up entirely.
Revenue moved less than Conversion Rate, which is still a meaningful result. A 2.60% Revenue increase against a 7.61% Conversion Rate increase suggests the win here was primarily about converting more users, with additional revenue as a secondary effect rather than the main driver.
Partnership Snapshot
What Matters
Van Heusen’s shoppers were not disengaging after adding an item to their bag by choice, they simply had nowhere to go from that moment except View Cart or Continue Shopping. By introducing relevant product recommendations right there, OptiPhoenix closed that gap, and shoppers kept moving instead of pausing.
