SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
The Collective × OptiPhoenix:A Cart Upsell Quick View Drove a 10.34% Conversion Rate Uplift
Published: Wed Sep 23 2026/Updated: Wed Sep 23 2026/by: Vrity Singh
The Challenge
The Collective is India’s premier luxury fashion destination. It offers a curated portfolio of global designer and premium lifestyle brands across apparel, footwear, accessories, and beauty categories. The platform is operated by Aditya Birla Fashion and Retail Limited (ABFRL). On the shopping cart page, premium upsell products displayed within the cart required users to navigate back to the Product Detail Page. They had to view product information there. They also had to select a size before adding the item to their cart. As a result, this introduced unnecessary navigation. It also interrupted the checkout journey at a point where users were already close to completing their purchase.
OptiPhoenix partnered with The Collective to test whether a quick view for these upsell products, built directly into the cart, would reduce that friction and improve conversion.
Finding the Missing Signal
An upsell placed in the cart is meant to be an easy addition, not a detour. But adding one required leaving the cart entirely, navigating to the Product Detail Page, and finding a way back. Because of that, the upsell was working against the very checkout momentum it was supposed to take advantage of.
Every redirect away from checkout is a chance for a user to lose that momentum. It can also lead them to get distracted, or simply decide the extra step is not worth it. So the gap sat between a user close to completing a purchase and an upsell experience that pulled them away from checkout to consider it.
The Hypothesis
OptiPhoenix proposed that introducing a quick view for premium upsell products directly within the shopping cart, allowing users to review product details, select sizes, and add products without leaving the cart, would increase upsell engagement and drive a higher conversion rate.
The Experiment
OptiPhoenix ran a controlled A/B test on The Collective’s shopping cart page.
Variant A (Control): The original cart, where viewing upsell product information and selecting a size required navigating away to the Product Detail Page.
Variant B (Test): A quick view introduced directly within the shopping cart, displaying key product information and pricing inside a popup, enabling size selection within the quick view, and including an Add to Bag CTA within the popup itself.
Metrics measured: Conversion Rate, Revenue, Quick View interactions, and completed Orders.
The Result
Letting users evaluate and add upsell products without leaving the cart moved more of them toward completing a purchase.
Conversion Rate rose from 25.25% to 27.86%, a 10.34% increase, reaching 99.91% statistical significance. Revenue rose 11.44% over the same test. Quick View interactions rose 68.0%, and completed Orders rose 6.84%.
Impact
- 10.34% increase in Conversion Rate
- 11.44% increase in Revenue
- 99.91% statistical significance
- 68.0% increase in Quick View interactions
- 6.84% increase in completed Orders
Lessons Learned
An upsell only works if it fits inside the flow it is trying to extend. Sending users away from the cart to consider an add-on treated the upsell as a separate decision. Instead, it needed to feel like a natural continuation of checkout, so keeping the entire interaction inside the cart made that continuation possible.
A 68.0% jump in Quick View interactions shows users were willing to engage with upsells once the friction was removed. The demand for these premium products was not the issue. The path to acting on that demand was.
High statistical significance here reflects a clean, reliable result. At 99.91% significance, this is one of the most confidently supported outcomes across The Collective’s testing program. As a result, it is a strong candidate for extending the same quick view pattern to other upsell moments in the funnel.
Partnership Snapshot
What Matters
The Collective’s cart-stage shoppers were not uninterested in premium upsell products, they were being asked to leave checkout entirely just to consider one. By building a quick view directly into the cart, OptiPhoenix closed that gap, and shoppers added premium products without ever losing their place in the purchase journey.
