LOUIS PHILIPPE × OPTIPHOENIX: QUICK FILTERS ON THE PRODUCT LISTING PAGE DROVE A 15.15% CONVERSION RATE UPLIFT
The Pant Project × OptiPhoenix:Larger Homepage Category Roundels Drove a 3.73% Conversion Rate Uplift
Published: Mon Oct 26 2026/by: Vrity Singh
The Challenge
The Pant Project is a D2C fashion brand specializing in ready-to-wear and custom-made pants, offering a range of styles for different occasions and preferences. On its homepage, the category navigation sat above the hero banner. It had limited visibility and showed only a few categories. This could restrict how easily shoppers found the products they wanted.
OptiPhoenix partnered with The Pant Project to test whether making category navigation larger and easier to see would improve product discovery and conversion.
Finding the Missing Signal
A homepage visitor often arrives without a specific product in mind. Category navigation is the fastest way to turn that browsing into a product search.
But the roundels were small and sat above the hero banner, where they competed for attention with the banner itself. Fewer categories were visible, so shoppers saw fewer paths into the catalogue. The gap sat between a range of pant styles and a homepage that showed only part of it.
The Hypothesis
OptiPhoenix proposed moving the category roundels below the hero banner and increasing their size. More categories would be visible at once. This was expected to make category discovery more prominent, engaging, and accessible, and to lift the conversion rate.
The Experiment
OptiPhoenix ran a controlled A/B test on The Pant Project’s homepage.
Variant A (Control): The original homepage, with category roundels placed above the hero banner, smaller in size, and fewer categories visible.
Variant B (Test): Category roundels moved below the hero banner and increased in size. More categories were visible, making category discovery more prominent.
Metrics measured: Conversion Rate (CVR) and purchase revenue.
The Result
Giving categories more space and a clearer position helped shoppers find relevant products faster.
Conversion Rate rose 3.73%, and purchase revenue rose 5.31%.
Impact
- 3.73% increase in Conversion Rate
- 5.31% increase in purchase revenue
- More product categories visible on the homepage
- Larger, more prominent category roundels below the hero banner
Lessons Learned
Position shapes attention. The roundels did not change in purpose. Moving them below the hero banner placed them where shoppers look next, instead of competing with the banner.
Size and quantity both matter. Larger roundels were easier to see and tap. Showing more categories also gave shoppers more routes into the catalogue.
Navigation is a conversion lever. A change to how categories are shown, with no new content, was linked to higher conversion and revenue.
Partnership Snapshot
What Matters
The Pant Project‘s shoppers were not short of products. They were short of a clear way to see the range. By moving the category roundels below the hero banner and making them larger, OptiPhoenix made discovery easier. Conversion Rate rose 3.73% and purchase revenue rose 5.31%.
