How Howuku Helped BatikBoutique Save Thousands by Solving a Simple UI Issue

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Batik Boutique is an award-winning social enterprise that empowers artisans from marginalized communities to produce fair fashion, home goods, and accessories made from a traditional fabric called batik Malaysia.

Founded in 2009 by Amy, BatikBoutique works with rural and urban batik artisans across Malaysia to create batik textiles on natural fibers. This fabric is then sent to the seamstresses at BatikBoutique's training centers to create products in designs that you'll love.

To date, BatikBoutique has worked with over 300 artisans and impacted the lives of more than 1,500 local beneficiaries. You can feel good knowing each purchase directly benefits the artisan who handcrafted the products and helps weave change in the lives of their families and communities.


Imagine having a good number of visitors to your online store, but not many of them are making purchases. This was the problem faced by one of our customers, BatikBoutique. Even though they had a reasonable amount of website traffic, their conversion rates remained low. That was until they started using Howuku.

Within the first few days of using Howuku, we discovered a significant issue in BatikBoutique's user journey. By watching the session recordings on their website, we noticed a pattern among potential buyers: they would add items to their cart, browse through a few more pages, and then reach the checkout page, ready to make a purchase. However, once they got to the checkout page, something unexpected happened.

The Unfortunate Pop-up

As potential buyers were about to pay, a pop-up promotion box appeared, blocking their view and preventing them from proceeding. To make matters worse, the pop-up box offered a 10% discount promotion, which was not important to the buyer who was already committed to making a purchase.

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Now, you might wonder, "Why didn't they just close the pop-up and proceed with their payment?" The real problem was that the design of the pop-up box was so poor that the close button blended with the white background, making it almost invisible to the user. We watched as potential buyers struggled for two minutes, trying to figure out what to do before ultimately giving up and leaving the site, frustrated.


By simply removing this pop-up box from BatikBoutique's website, we were able to help them save a lot of money that they could have lost due to this easily avoidable mistake. The lesson here is simple: "You don't know what you don't know." Without seeing the issue firsthand, it's impossible to know what's causing your low conversion rates.

Limitations of Traditional Analytics

This is where traditional analytics tools like Google Analytics fall short. They can show you how many people visited your checkout page but never reveal the "WHY" behind their decision not to convert. With Howuku, you gain valuable insights into user behavior, allowing you to make the necessary adjustments to improve your conversion rates and ultimately, your bottom line.

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In the constantly changing world of e-commerce, user experience is critical to success. By using Howuku, you can gain essential insights into your users' journey, helping you to identify and address any issues that might be impacting your conversion rates. Don't let a simple mistake cost you a lot of money – try Howuku today and discover the difference it can make for your business.

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