AppMaker
AppMaker
by starapps
Mobile app case study

Everyday essentials, exceptional on mobile

How XYXX built an app designed to outperform its website, with 5.3× CVR, 7× ARPU and 60+ push campaigns a month.

6 min read
5.3×
higher conversion rate vs mobile web
7×
ARPU vs online store
40%
active users (25–30% is the benchmark)
31%
higher app AOV vs online store
Product detail
Homepage
ClubX rewards
About the company
XYXX logo
Category
Premium essentials
Market
India D2C
Channel
iOS & Android
Focus
Retention & repeat

Comfort-first essentials for digitally native shoppers

XYXX is one of India's fastest-growing premium innerwear and loungewear brands, built on a simple philosophy: everyday essentials should feel exceptional.

Known for comfort-first fabrics, modern fits and minimal design, XYXX spans boxer briefs and trunks to joggers, tees and lounge collections, positioned at the intersection of comfort, functionality and contemporary style.

Large catalogue
Deep size, colour and fit matrices that mobile navigation has to tame.
Repeat category
Essentials replenishment rewards loyalty and push-led re-engagement.
The challenge

Not a copy of the website, but a channel built to beat it

Mobile had become the primary shopping channel, but mobile web still created friction in conversion, retention and repeat purchases.

01
Friction in mobile web conversion
The primary channel was the weakest performing one.
02
Large catalogue was hard to navigate
Size, colour and fit choices slowed discovery.
03
No direct engagement channel
Re-engagement depended on email and paid ads.
04
Retention left to chance
Nothing app-exclusive to bring shoppers back on cycle.
Why Appmaker

Chosen for flexibility, scalability and a truly branded experience

XYXX evaluated multiple app solutions before choosing Appmaker.

Custom UI/UX
Layouts aligned to XYXX's modern, premium identity, not a template.
Navigation for large catalogues
Seamless browsing across size, colour and category.
End-to-end conversion journeys
Cart and payment flows optimised to cut abandonment.
App-exclusive engagement
Loyalty, referrals and 60+ push campaigns a month.
Key performance highlights
5.3×
higher conversion rate vs mobile web
7×
ARPU vs online store
40%
active users (25–30% is the benchmark)
31%
higher app AOV vs online store
All metrics are represented as percentages or relative uplifts only.
Inside the app · 01

Homepage & collections

Homepage, a trending rail and category pages built for fast scanning.

Homepage
App-exclusive rewards banner above a campaign hero.
Trending now
Trending rail with add-to-cart on the card.
Category page
Top trending across topwear, bottomwear and innerwear.
Inside the app · 02

Product listing & detail

Listing, detail, cross-sell and reviews, with sort and filters across price, size, colour and fit.

Product listing page
191 products under one category, add-to-cart inline.
Product display page
Fit story, rating and variant rail above the fold.
You may also like
Cross-sell carousel sitting above the reviews.
Sort & filters
Sort plus price, type, size, colour, pattern, fit and offer.
Ratings & reviews
Verified reviews, sortable, averaging 4.6 across 70.
Inside the app · 03

Cart, checkout & tracking

Bag with coupons and discount breakdown, a dedicated sale rail, and order tracking without a login.

Checkout page
Coupon, discount breakdown and total payable in the bag.
Clearance & best offers
A dedicated sale rail running up to 53% off.
Order tracking
Order lookup by email or phone, no login needed.
Inside the app · 04

Loyalty, rewards & engagement

ClubX Coins, a referral leaderboard, the full colour matrix on PDP, top sellers and every way to earn.

Loyalty & rewards tracking
ClubX Coins balance, expiry and redemption in one place.
Referral leaderboard
Shareable link, 200 coins a referral, and a monthly leaderboard.
Colour selection on PDP
Full colour matrix with app-only multi-buy pricing.
Top selling section
Trending searches and top sellers before a query is typed.
Ways to earn
Signup, orders, birthdays, reviews and referrals all pay coins.
What drove the lift

Four compounding levers

Mobile-first UX
Native performance reduced friction and improved product discovery.
Non-templatised design
Custom layouts reflect XYXX's modern, premium identity.
Push as a revenue lever
Up to 60+ campaigns a month became a major growth channel.
Faster checkout
Optimised cart and payment flows reduced abandonment.
Retention & loyalty

A sticky, high-intent commerce channel

App users return more frequently than mobile web users.
Repeat customer rate consistently stayed above 30%.
Push notifications drove strong engagement during launches and campaigns.
App-exclusive experiences improved long-term customer loyalty.
Key growth learnings

Universal truths for ecommerce brands

01
Apps convert significantly better than mobile web
02
Retention compounds revenue over time
03
Push notifications outperform traditional re-engagement channels
04
Custom UX directly impacts conversion and loyalty
05
Mobile apps are a core growth channel, not an add-on
Trusted by the best brands across categories
  • The house of rare
  • SuperTails
  • Two Brothers
  • Greenworks Tools
  • Boat
  • Bellavita
  • House of Masaba
  • Jockey India
  • Levis
  • XYXX
  • Bombay shirt company
  • Mcaffeine
  • Recode Studios
  • Fyxx

Build the extraordinary, not another templatised app

For ecommerce brands looking to scale sustainably, mobile apps are no longer optional. Let’s map what the same shift looks like for your brand.

Read more case studies
Downloads across apps2M+
Integrations available160+
Average conversion lift2.5×