FLOORET × OPTIPHOENIX: 12.76% SAMPLE KIT REVENUE UPLIFT AND 11.27% MORE PURCHASERS THROUGH A REDESIGNED PDP
Leather Cult × OptiPhoenix:131% Conversion Rate Uplift by Simplifying Product Configuration
Published: Mon Oct 05 2026/by: Vrity Singh
The Challenge
Leather Cult is a D2C fashion brand specializing in leather apparel and custom-made products, offering customers personalized sizing and customization options.
On the Product Detail Page, shoppers could choose between Standard Size, Made-to-Measure, and Advanced Customization. But these options did not have a clear hierarchy, making the configuration journey less intuitive.
Users had to navigate through multiple options before selecting their preferred fit, creating unnecessary friction during an important part of the purchase journey.
OptiPhoenix partnered with Leather Cult to test whether restructuring the sizing and customization flow would make product configuration easier and improve conversion.
Finding the Missing Signal
The options customers needed were already there.
The problem was how those options were organized.
Standard Size, Made-to-Measure, and Advanced Customization were presented without enough separation or hierarchy. A shopper had to work through the configuration experience to understand which option suited them.
The gap sat between having multiple configuration choices and making those choices easy to understand at the moment of purchase.
The Hypothesis
OptiPhoenix proposed simplifying the configuration flow by making fitting and customization options more visible and clearly structured.
Separating Standard Size from Made-to-Measure, while bringing Advanced Customization into the main configuration flow, was expected to help shoppers understand their choices faster and move more easily toward Add to Cart.
The Experiment
OptiPhoenix tested the original product configuration against a redesigned variation on Leather Cult’s PDP.
Variant A (Control): The original sizing and customization experience, where Standard Size, Made-to-Measure, and Advanced Customization were presented without a clear hierarchy.
Variant B (Test): A reorganized configuration experience that:
- Added a dedicated “How Would You Like It Fitted?” section.
- Clearly separated Standard Size and Made-to-Measure.
- Added supporting information for “Enter Your Measurements at Cart” to explain the Made-to-Measure flow.
- Reorganized Advanced Customization into a separate, clearly defined option within the PDP configuration flow.
The Result
Making the configuration choices clearer moved more shoppers toward purchase.
The test results shown in the case study were:
Control: 0.63% Conversion Rate
Variation: 1.47% Conversion Rate
The PDF reports a 131% uplift in Conversion Rate and a 170% uplift in Revenue.
Impact
- 131% increase in Conversion Rate
- 170% increase in Revenue
- 0.63% Control Conversion Rate
- 1.47% Variation Conversion Rate
Lessons Learned
More choices don’t necessarily create the problem. Poorly structured choices can.
Leather Cult already offered useful sizing and customization options. The improvement came from making those options easier to understand.
Configuration needs a clear starting point.
Adding the “How Would You Like It Fitted?” section gave shoppers a more obvious way into the sizing decision.
Supporting information can remove uncertainty.
Explaining the “Enter Your Measurements at Cart” process helped make the Made-to-Measure option clearer.
PDP hierarchy can directly affect purchase behavior.
The test did not remove customization options. It reorganized them so shoppers could move through the decision more easily.
Partnership Snapshot
What Matters
Leather Cult’s shoppers already had the flexibility to choose how their products were sized and customized.
The friction came from having to figure out those choices before they could move forward.
By giving the sizing and customization experience a clearer hierarchy, OptiPhoenix made the configuration journey easier to understand resulting in a reported 131% Conversion Rate uplift and 170% Revenue uplift.
