How Kisah Increased Revenue by Improving Its Mobile Shopping Journey

The main goal was to improve the mobile shopping experience by reducing friction across key stages of the purchase journey.

Specifically, the team wanted to:

• Create a more personalized browsing experience for mobile shoppers.
• Improve product discovery across Product Listing Pages (PLPs).
• Simplify product evaluation on Product Detail Pages (PDPs).
• Increase Add-to-Cart actions and conversions.
• Drive sustainable revenue growth through experimentation

After analyzing user behavior across the mobile shopping experience, the ConvertPolo team identified usability challenges limiting conversions. 

Users shopping in size-sensitive categories had to repeatedly select their preferred size while browsing collections and product pages, interrupting browsing and slowing product discovery.

PLPs lacked a clear visual hierarchy and effective discovery cues. Filters and product organization did not encourage shoppers to explore products efficiently.

PDPs required users to spend additional effort locating essential purchase information, including shipping details, product descriptions, and trust-building elements, making product evaluation less intuitive.

Using VWO Testing, ConvertPolo launched a series of experiments targeting the most critical friction points across the mobile customer journey.

Test 1: Personalizing size selection across the shopping journey

In the original experience, shoppers landed directly on the PLP and had to manually select their size after opening individual PDPs. This required users to repeat the same action as they browsed different products, adding unnecessary friction to the shopping journey. 

The variation introduced a persistent preferred-size selector early in the shopping journey. Once users selected their size, it remained available across the website, allowing products to be filtered according to their preference without requiring repeated selections.

Result

The experiment generated a 33% increase in revenue and a 28% increase in conversion rate

Test 2: Improving product discovery through a PLP redesign

The control  PLP displayed products in a simple two-column grid with filtering options placed at the bottom of the screen. Shoppers had limited visibility into available filters and had to take additional steps to refine or compare products while browsing. 

The variation introduced a redesigned PLP that surfaced category banners and filter options at the top of the page, making them immediately accessible. Product cards were also enhanced with quick-view and add-to-cart actions, allowing shoppers to evaluate and purchase products with fewer interactions while browsing. 

Results

The redesigned PLP delivered:

• 15% increase in add-to-cart actions
• 34.09% increase in filter bar clicks
• 9.9% increase in PDP visits

Test 3: Optimizing the product detail page

Previously, the PDP focused mainly on the product image, pricing, and size selection. Essential purchase information, including shipping details, product descriptions, and complementary recommendations, was less prominent, requiring additional effort from shoppers during evaluation. 

The redesigned experience brought these decision-making elements to the forefront by making product information, shipping details, and frequently bought together products immediately accessible. Enhanced product thumbnails, social proof, and promotional messaging further helped shoppers evaluate products more confidently. 

Results

The optimized PDP resulted in:

• 12.29% increase in add-to-cart clicks
• 91% increase in conversion rate
• 86.7% increase in revenue

Overall impact

Rather than relying on a single redesign, Kisah improved the mobile shopping experience through a series of focused experiments targeting different stages of the customer journey.

Together, these optimizations reduced friction during product discovery, simplified browsing, and improved product evaluation.

The combined impact generated:

• 120% increase in revenue
• 119% increase in conversion
• 27.29% increase in add-to-cart clicks

Conclusion

Kisah’s experimentation program showed that effective optimization isn’t about applying the same design principle everywhere. Different stages of the customer journey require different interventions.

Reducing effort through personalized size selection helped shoppers browse faster. Reorganizing the PLP improved product discovery, while enriching the PDP with the right information helped shoppers evaluate products with greater confidence. The common thread wasn’t redesign for the sake of redesign, but understanding what users needed at each moment and validating those improvements through experimentation.

With VWO, ConvertPolo was able to test each hypothesis, measure its impact, and continuously refine the mobile shopping experience based on real customer behavior.

Start a free trial or request a demo to see how VWO can help your team test ideas faster, uncover customer insights, and optimize every stage of the digital experience.