SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
Louis Philippe × OptiPhoenix:Repositioned Category Roundels Drove a 9.59% Conversion Rate Uplift
Published: Wed Sep 09 2026/Updated: Wed Sep 09 2026/by: Vrity Singh
The Challenge
Louis Philippe 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 Louis Philippe’s mobile homepage, category roundels appeared above the primary promotional banner. This competed for users’ attention right at the top of the page and reduced the visibility of key campaign content.
OptiPhoenix partnered with Louis Philippe to test whether repositioning the roundels below the banner would reduce that competition and improve conversion.
Finding the Missing Signal
The first thing a user sees sets the tone for the rest of the visit. When category roundels sat above the hero banner, they were not wrong to be there, they were simply competing with the one message the homepage most wanted a visitor to see first.
Two elements asking for attention at the same time usually means neither gets it fully. The gap sat between a homepage trying to promote a campaign and a layout that gave category navigation equal, and earlier, visual priority.
The Hypothesis
OptiPhoenix proposed that repositioning the category roundels below the main homepage banner would create a clearer content hierarchy, drawing greater attention to the primary campaign while keeping category navigation easily accessible. This was expected to increase engagement with the campaign content and drive a higher conversion rate.
The Experiment
OptiPhoenix ran a controlled A/B test on Louis Philippe’s mobile homepage.
Variant A (Control): The original homepage, with category roundels displayed above the primary promotional banner.
Variant B (Test): Category roundels repositioned below the hero banner, giving the primary campaign visual priority while keeping categories accessible immediately after.
Metrics measured: Conversion Rate, Revenue, Hero Banner interaction, Category tab interaction, and Order rate.
The Result
Giving the campaign banner the first moment of attention, rather than sharing it with categories, moved more users toward a purchase.
Conversion Rate rose from 1.8% to 2.0%, a 9.59% increase, reaching 93.33% statistical significance. Revenue rose 14.87% over the same test. Category tab interaction rose 15.7%, Hero Banner interaction rose 10.6%, and Order rate rose 59.3%.
Impact
- 9.59% increase in Conversion Rate
- 14.87% increase in Revenue
- 93.33% statistical significance
- 15.7% increase in Category tab interaction
- 10.6% increase in Hero Banner interaction
- 59.3% increase in Order rate
Lessons Learned
Sequence shapes attention as much as content does. Nothing about the banner or the roundels changed, only their order. Giving the banner the first position, without removing the roundels, let both elements do their job instead of competing for the same moment.
Improving one element can lift engagement with another. Category tab interaction rose alongside Hero Banner interaction, showing that reducing competition for attention benefited both elements rather than trading one off against the other.
The largest gain was downstream, not at the point of change. A 59.3% increase in Order rate, against a 9.59% Conversion Rate uplift, suggests that a clearer first impression carried through the rest of the funnel, not just the homepage itself.
Partnership Snapshot
What Matters
Louis Philippe’s homepage visitors were not ignoring the primary campaign, they were being asked to notice it and the category navigation at the same time. By giving the campaign banner clear priority and moving roundels below it, OptiPhoenix closed that gap, and users engaged with both elements more, in the order that made sense.
