MyRivaaz Increased Add-to-Cart Rate by 100.79% Through Better Navigation and Collection Discovery

Overview

MyRivaaz is an online Indian and Pakistani jewelry store based in Maryland, USA, offering bridal, festive, and occasion-based jewelry across categories such as necklaces, earrings, bangles, rings, maang tikkas, and wedding sets.

Insights from data

CrowAI’s analytics module surfaced the following pain points: 

The mobile experience created friction across key browsing and discovery touchpoints.

Navigation lacked context:

The hamburger menu functioned as a text-heavy directory and offered limited access to key utilities.

Promotions lacked visibility:

Important campaigns and featured collections were not immediately visible.

Product discovery lacked inspiration:

Generic category icons provided little visual context, making collection exploration less engaging.

Test Ideas

Experiment 1: The hamburger menu was redesigned with visual category navigation and quick access to support and account actions.

Experiment 2: The hero banner was moved above the fold and static category icons were replaced with an interactive collection discovery section.

Experiment 3: The navigation experience was enhanced with richer visual cues and improved access to key utility actions.

01: Visual Hamburger Menu Redesign

Stage: Navigation

Device: Mobile

Problem: The existing navigation relied heavily on text and offered limited visual guidance. Key support and account actions were not easily accessible, creating friction during product discovery.

Hypothesis: If the hamburger menu is redesigned with visual category cues and prominent utility actions, shoppers will navigate more confidently and progress further toward purchase.

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+35.08%

Increase in Add-to-Cart

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+49.64%

Rise in Bestsellers Category clicks

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02: Homepage Discovery Enhancement

Stage: Homepage

Device: Mobile

Problem: Key promotions were buried below the fold, while generic category icons offered little inspiration for discovering collections.

Hypothesis: If the hero banner is moved above the fold and static category icons are replaced with an interactive “Shop the Look” section, more shoppers will engage with featured collections and explore the site further.

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+14.16%

Increase in Product Page Visits

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+23.10%

Growth In Necklace Category Clicks

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03: Utility-First Navigation Optimization

Stage: Navigation

Device: Desktop

Problem: The existing navigation relied on a text-heavy mega menu that provided little visual guidance, making collection discovery slower and less engaging.

Hypothesis: If the mega menu is redesigned with visual category navigation and image-based collection previews, shoppers will discover relevant collections more intuitively.

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+65.71%

Increase in Add-to-Cart

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+177.65%

Rise in Shop On Nav Menu clicks

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Overall Impact

By improving collection discovery and simplifying navigation, MyRivaaz transformed key browsing touchpoints into stronger purchase pathways. A more visual navigation experience made collections easier to explore, while improved homepage merchandising helped shoppers engage with featured products sooner and browse with greater confidence.