Utsav Fashion’s journey began in 2000 with the opening of its first store in Jaipur, India. 3 years later, the online store was born and Utsav Fashion hasn’t looked back since. Today, the online store offers a wide variety of authentic and trendy ethnic fashion ranging from sarees, salwar kameez, and lehengas to contemporary Indo Westerns as well as a great collection of accessories. Utsav Fashion’s vision is to provide the best online shopping experience and take the best of Indian Ethnic Fashion worldwide.
The overarching objective of this test was to improve conversions on their ethnic fashion wear eCommerce mobile website for the U.S traffic. Data suggested that mobile traffic from the US had an alarming 67% cart abandonment rate. After initial research, the team noticed that there was no visible CTA to nudge users to complete the transaction. They also observed that users were engaging heavily with the order summary, and as order summary was part of the page content, it served as a distraction more than a facilitator while users filled the checkout form fields.