Success Story

Andaaz Fashion’s Conversion Success: ConvertPolo’s Expertise Meets VWO’s Testing Power

125.95% purchases

About Andaaz Fashion

Andaaz Fashion is an online ethnic clothing store specializing in designer Indian apparel for customers worldwide. The company offers a range of traditional Indian clothing, wedding dresses, and festival wear.

Looking to boost website sales and conversion rates, Andaaz Fashion partnered with ConvertPolo, a leading conversion optimization agency based in Bangalore, India.

ConvertPolo utilizes VWO as its primary experimentation platform to run strategic A/B test campaigns, driving measurable improvements in website performance and helping clients achieve their conversion objectives.

Why VWO?

Utilizing the VWO tool has been instrumental in our conversion experimentation and A/B testing initiatives. It enabled us to efficiently establish and validate hypotheses, significantly improving both our reporting processes and variant development workflows. The combination of behavioral insights like heatmaps and session recordings with robust testing tools made VWO an essential part of our data-driven optimization strategy.

Anirban Chakraborty
Founder & CEO

Goals

Andaaz Fashion’s primary objective was clear: transform website visitors into paying customers. The company needed to tackle key conversion barriers, improving visitor engagement with their product offerings, minimizing cart abandonment at checkout, and creating a seamless shopping experience that would turn browsers into buyers while boosting overall online sales.

Observations

ConvertPolo’s assessment of Andaaz Fashion’s website revealed three key issues:

Hidden mobile product information: Key details like sizing charts, fabric descriptions, and pricing were buried in collapsed sections or required multiple taps to access on mobile devices.
Faulty mobile filtering: The product filter menu was difficult on mobile, category navigation required excessive scrolling, and filter selections frequently reset when users switched between pages.
Poor search functionality: The search bar had no autocomplete suggestions, product image previews, or category filtering options, forcing customers to type exact product names manually.

Hypothesis

Based on the observations, ConvertPolo developed individual hypotheses to address each of the three issues:

Enhancing the first image of the product card on mobile devices to include dynamic content, such as a product information tab, is likely to facilitate faster product discovery.
Redesigning the product listing page (PLP) to include social proof, like customer reviews, in the initial viewing area will foster greater trust and improve navigation.
Improving the search experience by introducing features such as smart suggestions will help visitors quickly land on relevant product pages and improve user experience.

Tests run

The hypotheses led to running three A/B tests utilizing VWO as the experimentation platform.

Test 1: Mobile product information

The experiment was conducted on the product card images in the mobile version of the website. The original mobile experience showed only the product image with zoom functionality. The new version added dynamic content tabs for product details, delivery information, and customer support options.

Result:

The test ended with the variation winning. The variation increased purchases by 125.95% and improved the product page conversion rate by 109.38%.

Test 2: Mobile filtering

The experiment was conducted on the mobile product listing page. The control version had a basic product heading with simple content and basic filters like “ready to wear” and “plus size,” followed by a product grid.

The new version had customer reviews at the top to build shopper trust. Also, sticky filter and sort options for color, price, and other features were added to improve product discovery.[VWO’s widget library, available within the visual editor, makes changes like these easier and quicker.]

Result

The experiment concluded with the variation outperforming the control, driving a 45.38% increase in add-to-cart conversions.

Test 3: Search functionality

This experiment was conducted on the search bar of the website. The original search (control) only allowed users to type product names. The new version added smart suggestions, predictive results, and better navigation.

The goal was set up within VWO to track order success. [Setting up purchase tracking in VWO is straightforward. You simply select “Tracks revenue” from the dropdown with various goal options, and enter the URL of the order confirmation page, allowing VWO to automatically measure completed purchases and revenue impact.]

Result:

The test ended with the variation coming out as the winner. It improved search engagement by 28% and purchases by 18.39%.

Conclusion

ConvertPolo addressed usability challenges and successfully transformed browsing sessions into meaningful sales for Andaaz Fashion. In doing so, they achieved conversion lifts ranging from 18% to over 125%.

VWO made it easy to run experiments and implement winning changes with confidence. This data-driven approach delivered measurable results that directly impacted the bottom line.

Want to see similar growth for your online store? Start with VWO’s free trial today and turn your best ideas into real revenue increases.