SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
LITTA × OptiPhoenix:Transparent Pricing Breakdown Drove a 26% Conversion Rate Uplift
Published: Mon Aug 17 2026/Updated: Tue Aug 18 2026/by: Vrity Singh
The Challenge
LITTA is a UK-based, on-demand junk removal service. It focuses on speed, transparency, and sustainability. The service connects users with licensed local waste carriers. It offers eco-conscious clearances for homes, offices, and construction sites, all bookable online in minutes.
At checkout, LITTA showed users a single bundled price. That figure gave no indication of what it actually covered. So users stayed uncertain about hidden costs.
OptiPhoenix partnered with LITTA to test a fix. The team wanted to know if breaking down that price would reduce hesitation and improve conversion.
Finding the Missing Signal
A bundled price answers “how much,” but it does not answer “for what.” Users booking a waste removal service want to know they are paying a fair price for exactly the service they are getting, not an unexplained total that could be hiding extra charges.
That uncertainty showed up at the worst possible moment, right at checkout, where users were abandoning the process rather than committing to a price they could not fully account for. The gap sat between a service that was priced fairly and a checkout page that gave users no way to verify that for themselves.
The Hypothesis
OptiPhoenix proposed that breaking down the bundled price into its base fee, item-specific charges, and any surcharges would increase pricing clarity and build user trust. This was expected to reduce hesitation at checkout and drive a higher conversion rate.
The Experiment
OptiPhoenix ran a controlled A/B test on LITTA’s checkout page.
Variant A (Control): The original checkout, showing a single bundled price with no breakdown of what it covered or how it was calculated.
Variant B (Test): A detailed price breakdown separating the base fee, item-specific charges, and any surcharges, along with an explanation of how the total was calculated.
Metrics measured: Conversion Rate and users progressing to purchase.
The Result
Showing users exactly what they were paying for, instead of a single unexplained total, moved more of them toward completing a booking.
Conversion Rate rose 26%, with a corresponding 26% increase in users moving forward to make a purchase. This gain was attributed directly to reduced hesitation during checkout, driven by improved pricing transparency.
Impact
- 26% increase in Conversion Rate
- 26% increase in users progressing to purchase
- Reduced checkout hesitation from improved pricing transparency
Lessons Learned
An unexplained total reads as a risk, not a convenience. Bundling a price without a breakdown does not simplify the decision for users, it removes their ability to evaluate whether the price is fair, which increases hesitation rather than reducing it.
Transparency is a trust mechanism, not just a formatting choice. Separating the base fee, item charges, and surcharges did not change what users were paying, it changed whether they trusted what they were paying for.
Checkout friction is often informational, not just structural. This test did not change the number of steps in the checkout flow. It changed what information was visible within an existing step, and that was enough to move conversion.
Partnership Snapshot
What Matters
LITTA users were not hesitating at checkout because the price was too high, they were hesitating because they could not tell what the price was for. By breaking that price down into its actual components, OptiPhoenix closed that gap, and users moved forward with confidence instead of doubt.
