iTokri Improved Add-to-Cart Rates with VWO Testing and ConvertPolo’s Strategy

iTokri wanted to optimize the mobile shopping experience by removing friction across key customer journeys.

Specifically, the team sought to:

• Improve product discovery and engagement
• Streamline product evaluation and comparison
• Increase Add-to-Cart actions
• Improve eCommerce conversion rates
• Drive incremental revenue growth through experimentation

As part of its analysis, ConvertPolo identified several areas of friction that were impacting the customer journey on iTokri’s mobile website:

• Users who browsed multiple products had no convenient way to return to previously viewed items, making product comparison and decision-making more difficult.
• Shoppers were required to navigate to individual product pages to view product details or add items to their cart, introducing additional steps into the browsing experience.
• The cart page lacked prominent trust and reassurance elements, such as customer reviews and purchase-related messaging, that could help users feel more confident before completing a transaction.

These friction points impacted product discovery, product evaluation, and checkout confidence, making them key areas for optimization.

Using VWO Testing – Web, ConvertPolo launched a series of experiments on the brand’s mobile website to solve the friction points identified during its analysis.

Test 1: Adding a section on ‘Recently Viewed Items’

The original socks product page showed only basic information, with no structured highlights for fabric, comfort, durability, or use case. Key benefits were not quickly scannable.

An A/B test introduced concise, benefit-led points covering material, comfort features, and durability. The goal was to help users evaluate the product faster and buy with more confidence.

Result: The variation generated a 6.65% increase in conversion rate and a 5.32% increase in revenue.

Test 2: Streamlining product evaluation and cart addition on product listing pages (PLPs)

The original PLP displayed product information and pricing, but actions such as viewing additional details or adding items to the cart required shoppers to navigate to the product detail page. 

Accordingly, the team added “Quick View” and “Add-to-Cart” functionality directly to the listing page variation. Shoppers could access key product information and add items to their cart without leaving the page, creating a faster and more convenient path to purchase.

Result: The variation delivered a 221.17% increase in Add-to-Cart clicks on PLP and an 18.75% increase in conversion rate.

Test 3: Cart page optimization

Previously, the cart page displayed selected products and order information. Important trust-building elements, such as customer reviews, payment security indicators, and purchase assurances, were not prominently highlighted.

To strengthen shopper confidence at a critical stage of the purchase journey, the variation now showed verified customer reviews, “Easy Returns” information, and “Free Shipping” highlights directly within the cart experience. These additions provided greater reassurance and helped shoppers proceed with their purchase.

Result: The variation generated an 11.36% increase in conversion rate.

Overall impact

The combined impact of these experiments helped improve shoppers’ ability to browse, compare products, and complete purchases on mobile by addressing key mid- and bottom-funnel drop-off points.

• 221% increase in Add-to-Cart actions
• 36.76% growth in eCommerce conversion rate
• 3.61% increase in revenue

iTokri’s experimentation program highlights an important optimization principle: the easier it is for customers to take action and feel confident in their decision, the more likely they are to convert. 

By improving product recall, reducing unnecessary navigation, and strengthening trust at checkout, the team removed friction across key moments in the mobile shopping journey. While each experiment addressed a different challenge, their combined impact resulted in stronger engagement, higher conversions, and increased revenue.

Throughout the optimization program, VWO helped ConvertPolo implement changes quickly, run experiments smoothly, and trust the results they received.  Start a free trial or request a demo to see how VWO can help you test ideas faster and make optimization decisions backed by data at all steps.