SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
Allen Solly × OptiPhoenix:Exposed Category and Size Filters Drove a 12.02% Conversion Rate Uplift
Published: Wed Sep 02 2026/Updated: Wed Sep 02 2026/by: Vrity Singh
The Challenge
Allen Solly 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 Allen Solly’s mobile Product Listing Page, only the Category filter was exposed directly on the page. To filter by Size, users had to open a separate filter panel, adding an extra step to a task they were already trying to complete quickly.
OptiPhoenix partnered with Allen Solly to test whether exposing both Category and Size filters directly on the page would reduce that friction and improve conversion.
Finding the Missing Signal
Category tells a shopper what kind of product they are looking at. Size tells them whether it will actually fit. Separating the two meant a shopper could narrow down what they wanted, but not whether it came in their size, without an extra step.
That extra step, opening a filter panel just to check sizes, adds friction at exactly the point where a shopper is trying to move faster, not slower. The gap sat between a shopper ready to filter by size and a page that made them go looking for that option.
The Hypothesis
OptiPhoenix proposed that exposing both Category and Size filters directly at the top of the Product Listing Page, rather than requiring the filter drawer for Size, would let shoppers refine products more quickly. This was expected to reduce browsing effort and drive a higher conversion rate.
The Experiment
OptiPhoenix ran a controlled A/B test on Allen Solly’s mobile Product Listing Page.
Variant A (Control): The original page, exposing only the Category filter, with Size filtering available exclusively through the filter drawer.
Variant B (Test): Both Category and Size filters exposed directly at the top of the page, with Size filters placed below the Category filter.
Metrics measured: Conversion Rate, Revenue, and filter interaction rates.
The Result
Making Size filtering as accessible as Category filtering moved more shoppers toward a purchase.
Conversion Rate rose from 0.80% to 0.90%, a 12.02% increase, reaching 95.27% statistical significance. Revenue rose 14.39% over the same test. Interactions with the exposed filters rose 15.70%, and shoppers who used the filters converted at a 9% higher rate than those who did not.
Impact
- 12.02% increase in Conversion Rate
- 14.39% increase in Revenue
- 95.27% statistical significance
- 15.70% increase in interactions with exposed filters
- 9% higher Conversion Rate among shoppers who used the filters
Lessons Learned
Fit matters as much as category. Shoppers were not just looking for a type of product, they were looking for that product in their size. Exposing Size alongside Category acknowledged that shoppers make both decisions at once, not one after the other.
Removing a filter drawer removes a decision point. Every extra tap, including one to simply open a panel, is a chance for a shopper to lose momentum. Placing Size filtering directly on the page removed that decision entirely.
Engaged shoppers convert better, which makes filter visibility a conversion lever, not just a convenience. The 9% higher Conversion Rate among filter users shows that getting more shoppers to filter is not just about ease of use, it is directly tied to revenue.
Partnership Snapshot
What Matters
Allen Solly’s mobile shoppers were not struggling to find their category. They were struggling to find their category in their size without extra effort. By exposing both filters together, OptiPhoenix closed that gap, and shoppers refined their search the way they were already thinking about it, category and size, at the same time.
