Category tiles on iTokri's mobile homepage: +12.82% conversion rate
Commentary byLiftArchiveOur analysis, not theirsAdding visual category tiles near the top of iTokri's mobile homepage lifted conversion rate by 12.82% and revenue by 38.09%.
ConvertPolo ran this A/B test for iTokri, a store selling handcrafted goods by Indian artisans, and it was published as a VWO case study. Category engagement also rose 18.88%.
- Conversion rate: +12.82% against the original homepage.
- Revenue: +38.09%, a much larger jump than conversion, which suggests order values or purchase volume per buyer also rose.
- Category engagement: +18.88%, so more shoppers clicked into collections from the homepage.
The change
Image category tiles added near the top, ahead of the product listings.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile homepage mostly showed individual products. Shoppers could only reach categories through the menu or by browsing further.
Variant
Image-led category tiles sat near the top, before the product listings, linking straight to key collections. The page also got a more structured layout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A catalog spanning fabrics, apparel, home decor and jewelry is hard to grasp from a few product cards. Tiles show the range at a glance.
- Shoppers who land with a category in mind get a one-tap route to it instead of opening the menu.
- Pictures of each category are quicker to scan on a small screen than text links.
Caveats: No sample size, test duration or significance level was published. The variant also tidied the overall layout, so not all of the lift may come from the tiles.
Who ran it
ConvertPolo ran this test for iTokri and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we place visual category tiles near the top of the mobile homepage, then more visitors will reach a relevant collection and buy, because they can see our range and jump straight to what they want.
- Primary metric
- Mobile conversion rate from homepage sessions
- Guardrails
- Revenue per visitor
- Homepage bounce rate
- Clicks on featured products
- Who should test it
- Stores with several distinct categories and a lot of mobile homepage traffic. A single-product or very narrow store has little to gain from category tiles.
Questions
Should a mobile homepage show categories or products first?
In this test, putting category tiles before product listings raised conversion rate and revenue.
It is most likely to help stores with a broad, varied catalog.
Do category tiles need images?
iTokri used visual tiles. Images help shoppers recognise a category faster than a text label alone, especially on a phone.
What should I measure besides conversion rate?
Track clicks into categories and revenue per visitor.
Here revenue rose far more than conversion rate, so a single metric would have hidden part of the effect.
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