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How iTokri Achieved 98% Growth in Revenue with UX Enhancements
Overview
iTokri, is an e-commerce platform that offers authentic Indian handicrafts, textiles, and accessories sourced directly from artisans. Its mission is to create meaningful bridges between rural craftsmanship and global consumers. With a vast catalog and an artisan-first approach, iTokri aims to combine storytelling with sustainable retail.
They partnered with ConvertPolo to improve their eCommerce experience, aiming to increase revenue and lift conversion rates through a series of UX-focused experiments. These enhancements resulted in a 98% increase in revenue, a 15% rise in Add-to-Cart actions, and a 42% uplift in conversion rate.
Challenge
Despite a strong product catalog and customer loyalty, iTokri’s digital storefront was facing barriers in user navigation and product engagement. Categories were difficult to find, the mobile navigation lacked visual clarity, the search function failed to support product discovery, and the Product Detail Pages (PDPs) lacked persuasive design. These shortcomings created friction at multiple stages of the user journey, limiting conversion rates and revenue potential.
Solution
Experiment 1: Introduced prominent, multi-tile category sections on the homepage to reduce scroll friction and improve product visibility.
Experiment 2: Replaced the text-only mobile hamburger menu with a visually rich version, using product imagery for intuitive category exploration.
Experiment 3: Redesigned the mobile PDP with trust signals, sticky CTAs, and optimized galleries for better persuasion and purchase intent.
01: Homepage Category Tile Enhancement
Stage: TOFU
Device: Mobile
Problem: The homepage did not clearly showcase product categories, especially on mobile. Users had to scroll significantly or navigate menus to find core product types like Sarees or Fabrics. This friction in early discovery led to drop-offs and missed engagement opportunities.
Hypothesis: Multiple category tiles were introduced upfront on the homepage — visually showcasing popular categories such as Authentic Indian Fabrics and Sarees. This helped users reach their area of interest more quickly, improving first-click engagement.
Device Image
+12.82%
Increase in Conversion Rate
+38.09%
Increase in Revenue
18.88%
Rise in Category Engagement
Improved discoverability led to higher browsing depth and conversion.
02: Visual Hamburger Menu
Stage: MOFU
Device: Mobile
Problem: On mobile, the navigation menu listed collections in plain text, which failed to communicate what each category offered. Without imagery, users struggled to make confident choices, reducing overall exploration.
Hypothesis: The mobile menu was redesigned with representative images for each category. This visual approach offered instant clarity, helping users recognize and access collections faster and more confidently.
Device Image
+8.97%
Increase in Conversion Rate
+40%
Increase in Revenue
Visual cues in navigation led to stronger engagement and smoother exploration.
03: PDP (Product Details Page) Redesign
Stage: MOFU
Device: Mobile
Problem: The mobile PDP lacked persuasive elements such as trust badges, reviews, urgency indicators, and intuitive CTAs. The layout was not optimized for mobile, causing decision friction and lower Add to Cart behavior.
Device Image
+15.16%
Increase in Add to Cart Rate
+19.97%
Rise in Conversion Rate
+20%
Growth in Revenue
The new PDP design boosted confidence and facilitated purchase decisions
Overall Impact
These enhancements validate how targeted UX improvements can meaningfully influence user behavior and drive scalable eCommerce growth.
+15.16%
Rise in Add to Cart Actions
+41.76%
Growth in Ecommerce Conversion Rate
+98%
Increase in Revenue
ConvertPolo
We specialize in conversion rate optimization and offer expert consulting services that are rooted in extensive research and consumer behaviour analysis