About Home Centre
Home Centre India is a leading home retailer offering a comprehensive selection of furniture, modular pieces, home furnishings, accessories, bed and bath products, and kitchenware. With an extensive catalog spanning thousands of products, Home Centre has established itself as the go-to destination for customers looking to create their ideal living spaces.
The company is a part of the Landmark Group, one of the largest and most successful omnichannel retail and hospitality conglomerates. Landmark Group operates across 17 countries in the Middle East, Africa, India, and Southeast Asia.
To optimize Home Centre’s mobile site user experience, Tatvic partnered with Wingify to run precise, data-driven experimentation.
Why Wingify?
VWO made it easy to turn insights into impactful experiments. The platform’s user-friendly interface and strong targeting capabilities helped us quickly validate our hypothesis and improve conversions. It’s an essential tool for data-driven CRO.
Nirmit Titiya CRO Specialist
Working with Tatvic to address the challenge of engaging our first-time website visitors has been transformative for Home Centre. Their data-driven model enabled us to uncover opportunities to engage better with “window shoppers”. The impact has been substantial: we observed a 10% increase in final purchase conversions among users interacting with the pop-up. Beyond the immediate uplift in sales, this initiative has laid the foundation for more effective remarketing strategies and sustainable long-term customer acquisition. This initiative not only boosted our immediate sales but also opened new avenues for remarketing and long-term customer acquisition.
Srijan Das Head of eCommerce
Goals
Home Centre partnered with Tatvic, a leading marketing technology company, to boost conversions by improving the mobile site experience for new users. A key challenge was that many first-time mobile site visitors were dropping off early without exploring the product catalog.
To address this, the team focused on reducing bounce rates and encouraging deeper engagement through a more intuitive browsing experience. The goal was to make it easier for users to discover products and take meaningful actions like adding items to the cart or completing a purchase.
Observations
The team at Tatvic conducted a comprehensive analysis of Home Centre’s website using Google Analytics. It revealed a significant challenge: a large segment of first-time mobile site visitors, often just window shopping, left the site early without meaningfully engaging.
The data showed that most users had only one session, with merely 26.19% reaching a product detail page. These users weren’t triggering key actions such as ‘Add to Cart’ or ‘Purchase’, indicating a critical gap in the user experience.
This segment represented a valuable opportunity. With the right guidance and a more intuitive homepage experience, these visitors could be nudged toward deeper engagement and conversions.
Hypothesis
Based on these observations, Tatvic’s team hypothesized that by providing first-time mobile site visitors with a personalized, Q&A-style navigation experience, they could effectively guide casual browsers toward relevant product categories.
The team aimed to improve product page discovery and reduce bounce rates by helping users find relevant categories faster, ultimately leading to increased engagement and conversions.
Tests run
The hypothesis was validated through an A/B test. For the test variation, Tatvic implemented a custom Q&A-style navigation pop-up specifically targeted at first-time visitors. This interactive element appeared to guide users through Home Centre’s product categories by asking relevant questions about their home decor preferences and needs.
To ensure the experience reached the right audience, Wingify’s advanced segmentation capabilities were used to show the pop-up only to first-time mobile site visitors, who were most likely to exit early without engaging. By narrowing the focus to this low-intent segment, the experiment drove more meaningful interactions.
The control version maintained the original user experience without any guided navigation pop-ups, and the variation introduced this strategic intervention to help users discover relevant products more efficiently.
The A/B test delivered impressive results, validating the team’s hypothesis about the power of guided navigation for first-time mobile site visitors.
The variation achieved a 10% increase in purchase conversions. Product page engagement also saw significant improvements, proving the effectiveness of the guided navigation approach.
Overall impact
+ 10%
Conclusion
Tatvic successfully optimized Home Centre’s mobile site homepage, proving that strategic, data-driven interventions can lead to significant conversion potential.
This success has opened new possibilities for Home Centre. The team’s future initiatives include:
- scaling personalized navigation across additional user segments
- iterative testing of different messaging styles
- refining the Q&A logic based on user behavior, and
- exploring deeper personalization using advanced behavioral cues.
This will help further improve engagement, reduce friction, and unlock long-term growth through strategic remarketing and acquisition.
Wingify’s robust testing infrastructure made it possible to validate this hypothesis quickly and confidently. Take advantage of a 30-day, all-inclusive free trial to explore Wingify’s full potential to replicate this success for your brand.
