Scaled daily Select membership purchases by 83% by redesigning PDP visibility above main CTAs and building top-of-funnel familiarity on the Home Page, driving an 8x increase in daily PDP additions.

This case study covers how we increased IGP’s Select membership sales by fixing a visibility and context problem on the Product Detail Page (PDP).

• The Problem:
  Daily membership purchases were stagnant at ~82/day. PDP had the highest traffic on the platform, but only 37% of users saw the membership widget because it was buried far down the page.
• The Approach:
  Instead of risking primary gift sales by moving optional steps above mandatory delivery pickers, we added a fixed, savings-focused strip right above the main PDP CTAs. To give first-time users context, we also added a feature explanation strip on the Home Page to build familiarity earlier in the funnel.
• The Outcome:
  Daily Select purchases grew 83% (from 82 to 150/day), PDP daily additions jumped 8x (79.5 to 716/day), and overall impression-to-purchase conversion increased from 0.76% to 1.89%.

IGP is an Indian e-commerce platform for sending gifts like cakes, flowers, and personalized items for birthdays, anniversaries, and key festive occasions like Rakshabandhan. To improve customer retention and order frequency, IGP offers a paid membership called Select. For ₹99 a year, Select members get:

• 5% cashback on orders
• Free standard delivery
• 50% off fixed-time delivery
• 50% off midnight delivery

The goal was straightforward: figure out why adoption was low and increase the number of users buying the Select membership.

Before changing anything, we analyzed user behavior and funnel data across the three main places where users could add Select to their cart:

• The Select widget on the Product Detail Page (PDP)
• The Select widget on Order Summary
• The dedicated Select Landing Page

Here is what the daily averages looked like across these touchpoints: Daily purchases of the membership averaged 81.7 overall.

The data made two things clear:

• Order Summary had high intent but low scale.Users at this stage were deep in the checkout funnel and ready to buy, leading to high conversions (4.5% impression-to-purchase and 79.38% addition-to-purchase). However, only a fraction of total traffic reached Order Summary.
• PDP had high scale but low visibility and conversion. PDP generated around 41,000 page views a day because users naturally browse multiple products before finalizing one. But only 37% of PDP visitors actually saw the Select widget, and only 0.8% ended up purchasing it.

PDP presented the biggest opportunity to scale membership adoption, simply because that was where most of the traffic was.

When we looked at the PDP layout to see why only 37% of users saw the Select widget, we noticed a few key issues:

• Placement:The Select widget sat way down below the delivery slot picker. Many users simply scrolled past it or never reached it.
• Lack of context: During delivery slot selection, we already displayed discounted delivery rates for Select members. However, we didn't explain what "Select" was or give interested users a direct way to add the membership right there.

• Why we didn't move Select above the delivery selection
  The obvious fix seemed to be moving the Select widget higher up the page. But on PDP, every element above the Select widget—like delivery date and time slot pickers—is mandatory for adding a gift to the cart. Placing an optional membership widget above mandatory purchase steps added unnecessary noise and risked dropping conversion on the primary product purchase funnel. We couldn't compromise main product sales to push memberships.
• Adding a dedicated strip above main CTAs
  Instead of pushing the existing widget up, we decided to add a fixed, one-line banner directly above the primary PDP calls-to-action (Add to Cart). This made the option to add Select immediately visible without interfering with the mandatory delivery selections higher up.
• Highlighting savings instead of feature lists
  We had two choices for the copy on this new PDP strip: explain the features or highlight potential savings. On PDP, users are actively evaluating a purchase. Dropping a long feature list at this stage creates cognitive load. Highlighting exact monetary savings gave users a clear, practical reason to take action right when they were deciding to buy.
• Building familiarity earlier in the funnel
  A quick strip highlighting savings on PDP solves visibility, but it doesn't give first-time users full context on what Select is. To bridge this gap without cluttering PDP, we introduced a feature explanation strip on the Home Page. This introduced new users to the Select branding, icon, and overall value proposition early in their journey, so that by the time they reached PDP, the membership was already familiar.

After releasing these updates in July 2025, PDP visibility and membership adoption increased significantly across all key metrics.

By fixing top-of-funnel familiarity on the Home Page and placing a high-visibility, savings-focused entry point directly above the primary CTAs on PDP, we grew daily Select membership purchases by 83% without impacting core product conversion.