Case Study: Utsav Fashion achieves 10.78% conversion uplift with VWO Services

VWO Services Helped Utsav Fashion Increase Conversions through Data-backed Testing

Utsav Fashion, a New Delhi–based eCommerce retailer of Indian ethnic wear, partnered with VWO Services to improve mobile conversions from U.S. traffic. Facing a 67% cart abandonment rate, no visible CTA on checkout, and a hamburger menu that accounted for 30% of clicks but offered poor navigation and no sub-category breakdown, Utsav sought data-backed experience optimization using VWO features such as A/B testing plans, Website Heatmaps and VWO Insights.

Using VWO, the team ran two targeted tests: Test 1 made the primary CTA a sticky bottom button showing order total with a “View Details” flow and removed the distracting “Edit” option; Test 2 used VWO Insights heatmaps and element lists to redesign the hamburger menu into sliding panels exposing parent categories and sub-categories. The changes delivered measurable gains: Test 1 yielded a 9.98% lift in purchase conversions and +8.95% revenue, Test 2 produced an 11.58% uplift in purchases and +12.22% revenue, and overall Utsav Fashion saw a 10.78% increase in conversion rate thanks to VWO.

Utsav Fashion

Arvind Kumar

VP, Engineering