The Collective × OptiPhoenix:A Copyable Coupon in the Image Gallery Drove a 15.50% Conversion Rate Uplift

Published: Mon Sep 28 2026/Updated: Tue Sep 29 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. The platform is operated by Aditya Birla Fashion and Retail Limited (ABFRL). On The Collective’s Product Detail Page, the additional coupon offer sat much lower on the page. Shoppers had to scroll to find it. They also had to locate and copy the coupon code by hand. As a result, many could miss the extra discount altogether.

OptiPhoenix partnered with The Collective to test whether making the coupon easier to see and copy would improve conversion.

Finding the Missing Signal

A discount only helps if a shopper sees it while they are deciding. On a product page, that attention sits on the image gallery. But the coupon offer was placed below it, so it missed that moment.

Copying the code added another step. Because of that, even shoppers who found the offer had to work to use it. The gap sat between a discount that existed and a page that made it hard to notice and hard to redeem.

The Hypothesis

OptiPhoenix proposed showing the coupon offer inside the first-fold image gallery. The team also planned to keep it in view with a sticky coupon bar and add a one-click copy option. Together, these changes were expected to improve coupon visibility, simplify redemption, and drive a higher conversion rate.

The Experiment

OptiPhoenix ran a controlled A/B test on The Collective’s Product Detail Page.

Variant A (Control): The original page. The additional coupon offer sat lower on the page, and shoppers had to locate and copy the code manually.

Variant B (Test): The coupon offer displayed in a bar directly on the first product image. A Copy Code action allowed one-click copying. A sticky coupon bar stayed in view while shoppers browsed the image gallery.

Metric measured: Conversion Rate.

The Result

Putting the offer where shoppers were already looking moved more of them toward a purchase.

Conversion Rate rose from 1.35% to 1.56%, a 15.50% increase. The result reached 91.23% statistical significance.

Impact

15.50% increase in Conversion Rate
91.23% statistical significance

Lessons Learned

Offers work best where attention already is. The coupon was not new. But moving it into the image gallery put it in front of shoppers at the point where they were evaluating the product.

Removing a step helps redemption. A one-click copy option meant shoppers no longer had to find and copy the code themselves. So the path from seeing the offer to using it became shorter.

Read the confidence level with care. At 91.23% statistical significance, the result is a strong signal, but it sits below the 95% level many teams prefer. Therefore, a follow-up test would help confirm the size of the lift.

Partnership Snapshot

What Matters

The Collective’s shoppers were not ignoring the extra discount. Many never saw it, and those who did had to copy the code by hand. By moving the coupon into the image gallery and adding one-click copy, OptiPhoenix closed that gap. So more shoppers saw the offer and used it.