Case Study: Transforming Taanabaana into a High-Converting Wholesale Apparel Platform

Website: https://thetaanabaana.com/

Client: Taanabaana (Palm Marketing)

Industry: Wholesale Ethnic Wear (Kurti Sets, Co-ords, Gowns, Tunics, Plazo Sets)

Project Focus: Website Optimization, UX Improvements, Inquiry Growth

Duration: 60 Days

Background & Objective

Taanabaana, operated by Palm Marketing, is an online wholesale ethnic wear supplier catering to retailers, boutiques, and resellers across India. The brand’s primary channel for connecting with buyers is its website, which showcases a wide range of contemporary and traditional styles. Despite having a strong product lineup, the site was not converting visitors into wholesale inquiries at the desired rate. Buyers were browsing collections but dropping off before taking action due to friction in the inquiry process, unclear product presentation, and limited trust signals. The objective was straightforward: make the website easier to browse, help buyers find products faster, and increase high-intent wholesale inquiries.

Challenges Identified

1. Catalog navigation was not intuitive: Multiple collections existed, but categories like kurtis, co-ords, and sets were not easy to parse at a glance—especially on mobile.
2. Product pages lacked clear action paths: Wholesale buyers needed a frictionless way to express interest (WhatsApp/call/contact) without searching or scrolling excessively.
3. Limited trust & credibility elements: First-time wholesale buyers typically look for clarity on shipping, payment, returns, and terms before initiating bulk orders.
4. Mobile experience required improvement: A large share of traffic was mobile, but product listings were not optimized for quick scanning, increasing drop-offs.

Strategy & Implementation

1. Catalog & Navigation Optimization

We restructured the catalog into clear, buyer-friendly collections such as Kurti Sets, Co-ords & Matching Sets, Gowns & Dresses, Tunics & Tops, and Plazo & Bottoms. This segmentation helped buyers instantly discover relevant products, reduced browsing friction, and improved product exploration behavior on both desktop and mobile. Category visibility was improved so repeat buyers could quickly jump into new arrivals or preferred product types.

2. Product Page Enhancements

We redesigned the product detail experience to support fast wholesale decisions. Primary actions like WhatsApp Inquiry, Call, and Contact were surfaced prominently. Product information was simplified so buyers could understand style and set details quickly. The goal was to shift the journey from “just browsing” to “taking action” by making inquiry pathways obvious, accessible, and aligned with wholesale ordering habits.

3. Trust Signals & Transparency

To reduce hesitation among new wholesale visitors, we strengthened credibility layers across the website. Key pages such as Shipping & Delivery, Return & Refund, Privacy Policy, and Terms & Conditions were structured and made easy to find. Clear policy access improves trust and helps wholesale buyers proceed with confidence, especially when they are planning bulk purchases.

4. UX & Mobile Optimization

With mobile browsing being a major behavior for wholesale buyers, we prioritized clarity and speed. Visual clutter was reduced, key buttons were made easier to tap, and layouts were optimized for quick scanning and shortlisting. This improved the overall browsing comfort and supported buyers who typically compare multiple products before placing an inquiry.

5. Analytics & Tracking

We implemented event tracking for WhatsApp clicks, call interactions, and contact form submissions to measure high-intent actions accurately. This tracking created visibility into what products and collections were driving interest, enabling consistent optimization and creating a foundation for future performance marketing campaigns and retargeting.

Results

The improvements resulted in stronger engagement indicators and a more inquiry-driven buying journey. Buyers explored more collections, spent longer on product pages, and clicked inquiry actions more frequently. Trust page visits increased, indicating that new buyers were validating policies before reaching out, which is a positive buying signal for wholesale businesses.

MetricOutcomeProduct DiscoveryIncreased browsing across multiple collections and product pagesWholesale Inquiry ActionsHigher WhatsApp/Call/Contact interactions from product pagesBuyer Confidence SignalsIncreased visits to policy and trust pagesMobile EngagementImproved browsing comfort and reduced drop-offs

Key Insights

• Organized navigation drives discovery: Clear, segmented collections reduce decision fatigue and improve shortlisting.
• Action-centered product pages convert better: Wholesale buyers respond strongly to WhatsApp/call CTAs placed prominently.
• Trust signals reduce hesitation: Transparent policies and easy access to store information improve buyer confidence.
• Mobile-first UX matters: Better scanning and tap-friendly layouts directly support conversion behavior in wholesale browsing.

Conclusion

This project transformed Taanabaana.com into a cleaner, more conversion-focused wholesale storefront. By improving catalog structure, strengthening product page CTAs, adding trust layers, enhancing mobile usability, and implementing tracking, the site became better aligned with how retailers and resellers browse, shortlist, and place bulk orders. The key takeaway is simple: for wholesale apparel, clarity + credibility + frictionless inquiry flow is the strongest path from browsing to business.