SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
LNDN Gray × OptiPhoenix:“Complete The Wall” PDP Recommendations Drove a 21.15% Conversion Rate Uplift
Published: Thu Sep 03 2026/Updated: Thu Sep 03 2026/by: Vrity Singh
The Challenge
LNDN Gray is a modern art and home décor brand offering bold photography, fine art, and statement pieces for design-conscious consumers. The brand focuses on cinematic visuals and expressive themes, with curated artwork spanning photography, quotes, and contemporary collections, designed for those who see art as an expression of identity rather than simply decoration. On LNDN Gray’s Product Detail Page, there was no dedicated cross-sell section, which made it harder for users to explore complementary artwork. Product information was also less prominent, with a bulkier style selector and payment details positioned further down the page.
OptiPhoenix partnered with LNDN Gray to test whether introducing product discovery and cross-sell opportunities directly on the PDP would improve engagement and conversion.
Finding the Missing Signal
A shopper looking at one piece of art is often thinking beyond that single piece, especially in a category built around curating a wall or a room. Without a way to see complementary artwork right there on the page, that instinct had nowhere to go.
The PDP was built around a single product, showing it well but not connecting it to anything else. The gap sat between a shopper who was already thinking about how a piece would work alongside others and a page that only showed them one option at a time.
The Hypothesis
OptiPhoenix proposed that introducing a “Complete The Wall” section featuring complementary artwork, adding clearer and more concise product information, and streamlining the purchase experience would improve product discovery, engagement, and revenue.
The Experiment
OptiPhoenix ran a controlled A/B test on LNDN Gray’s PDP.
Variant A (Control): The original PDP, following a traditional product-detail structure focused on the individual artwork and its purchase options, with no dedicated cross-sell section, less prominent product information, a larger boxed style selector, and payment information positioned further down the page.
Variant B (Test): A redesigned PDP introducing a “Complete The Wall” section with complementary artwork for cross-selling, a concise product description with a “Read More” option, more compact size and style selectors, and a “More Payment Options” link positioned directly below the Add to Cart CTA.
Metrics measured: Conversion Rate and Revenue Per Visitor (RPV).
The Result
Giving shoppers a way to discover complementary artwork and a clearer path to purchase, moved more of them toward buying.
Conversion Rate rose 21.15%. Revenue Per Visitor rose 17.45% over the same test, contributing to an approximate 15.67% overall revenue increase.
Impact
- 21.15% increase in Conversion Rate
- 17.45% increase in Revenue Per Visitor
- Approximately 15.67% increase in overall revenue
Lessons Learned
Cross-sell only works if it is visible at the point of decision. LNDN Gray’s products were suited to complementary buying, multiple pieces working together on a wall, but nothing on the original PDP surfaced that opportunity. Adding “Complete The Wall” met a need shoppers likely already had.
Simplifying the purchase path supports, rather than competes with, discovery. Making the product description concise, compacting the style selector, and moving payment options closer to the CTA reduced the effort of buying at the same time the page was encouraging shoppers to consider more.
Revenue Per Visitor and Conversion Rate moved together but not at the same rate. A 21.15% Conversion Rate lift alongside a 17.45% RPV lift suggests the redesign brought in more purchases without diluting the value of each one, a sign the cross-sell additions were relevant rather than distracting.
Partnership Snapshot
What Matters
LNDN Gray’s shoppers were not uninterested in building out a full wall of art, they simply had no way to act on that instinct from the product page they were already on. By introducing “Complete The Wall” recommendations and streamlining the path to purchase, OptiPhoenix closed that gap, and shoppers found it easier to say yes to more than one piece.
