{"id":22713,"date":"2025-05-19T14:57:21","date_gmt":"2025-05-19T09:27:21","guid":{"rendered":"https:\/\/blog.razorpay.in\/blog\/?p=22713"},"modified":"2025-05-19T14:57:21","modified_gmt":"2025-05-19T09:27:21","slug":"magic-checkout-case-study-isak-cr","status":"publish","type":"post","link":"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/","title":{"rendered":"A 24.70% Conversion Rate Boost with One Simple Checkout Upgrade \ud83d\ude80"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When premium fragrance brand Isak implemented Magic Checkout, they recorded a<strong> 24.70% increase in order conversion rate<\/strong>. In this Magic Checkout case study, we take a closer look at how the brand evolved its digital shopping experience, navigated trust-related challenges as a new Indian D2C label, and what role Magic Checkout played in improving performance and customer satisfaction.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a style=\"border-radius: 3px; background: #13418F; padding: 15px; font-weight: 600; cursor: pointer; text-decoration: none; color: white;\" href=\"https:\/\/razorpay.typeform.com\/to\/Zuozx1fN?typeform-source=blog.razorpay.in&amp;utm_source=Direct&amp;utm_medium=Blog&amp;utm_campaign=Isak+CR+CS\" target=\"_blank\" rel=\"noopener nofollow\" data-schema-attribute=\"\">Get Magic Checkout<\/a><\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69dc1ea997ca2\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69dc1ea997ca2\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/#From_Generational_Legacy_to_Global_D2C_The_Story_of_Isak\" >From Generational Legacy to Global D2C: The Story of Isak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/#The_Roadblocks_Checkout_Drop-offs_Repeated_Effort_and_High-Risk_Orders\" >The Roadblocks: Checkout Drop-offs, Repeated Effort, and High-Risk Orders<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/#The_Solution_Streamlining_the_Purchase_Flow_With_Magic_Checkout\" >The Solution: Streamlining the Purchase Flow With Magic Checkout<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/#What_Changed_for_Isak_After_Magic_Checkout\" >What Changed for Isak After Magic Checkout<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/#From_the_Founder_A_Testimonial_by_Vidushi\" >From the Founder: A Testimonial by Vidushi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak-cr\/#Final_Thoughts_A_Checkout_Upgrade_That_Delivers_on_Growth_and_Delight\" >Final Thoughts: A Checkout Upgrade That Delivers on Growth and Delight<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"From_Generational_Legacy_to_Global_D2C_The_Story_of_Isak\"><\/span><span style=\"font-weight: 400;\">From Generational Legacy to Global D2C: The Story of Isak<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.isakfragrances.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">Isak<\/span><\/a><span style=\"font-weight: 400;\"> was launched in 2022 by Vidushi Vijayvergiya, the sixth generation in a family with over 170 years of perfumery expertise. Her vision was to bring the richness of Indian perfumery to a global audience through traditional extraction methods and locally sourced ingredients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The brand offers perfumes, attars, and home fragrances, with perfumes leading in popularity. Isak now ships to over 16 countries, including the U.S.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Positioned in the mass-premium space, the brand faced early trust barriers.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8220;People would look at our products priced at Rs. 3000 and ask, \u2018Why not just buy an international brand?&#8221;<\/span><\/i><span style=\"font-weight: 400;\">\u00a0Vidushi recalls.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To bridge this gap, Isak focused on storytelling by highlighting its heritage, sourcing, and processes. Over time, customers began to see that the quality matched far more expensive global brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vidushi\u2019s appearance on Shark Tank India reinforced the need for market research, which now shapes product development. Today, Isak blends legacy and customer insight to create fragrances that resonate across markets.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Roadblocks_Checkout_Drop-offs_Repeated_Effort_and_High-Risk_Orders\"><\/span><span style=\"font-weight: 400;\">The Roadblocks: Checkout Drop-offs, Repeated Effort, and High-Risk Orders<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As Isak scaled, it became clear that their website experience needed to reflect the same level of finesse as their fragrances. But several digital bottlenecks stood in the way:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Friction-filled checkout experience<\/b><span style=\"font-weight: 400;\">: Customers had to go through multiple steps to complete a purchase, inevitably increasing drop-offs.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Difficulty with repeat purchases<\/b><span style=\"font-weight: 400;\">: Returning customers had to re-enter details every time, which led to fatigue and abandoned carts.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>High-risk COD orders<\/b><span style=\"font-weight: 400;\">: With many first-time buyers, especially in India, managing Cash on Delivery fraud and RTOs (return to origin) became expensive and complex.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Isak knew that streamlining the checkout experience could be the difference between a converted customer and a lost sale.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Solution_Streamlining_the_Purchase_Flow_With_Magic_Checkout\"><\/span><span style=\"font-weight: 400;\">The Solution: Streamlining the Purchase Flow With Magic Checkout<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Integrating Magic Checkout helped Isak redefine their digital shopping experience. Here\u2019s how the transformation unfolded:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>One-click checkout, with pre-filled details<\/b><span style=\"font-weight: 400;\">: Instead of filling out long forms, customers now just enter their phone number. Everything else is auto-filled. This not only improved convenience but also gave a sense of recognition and trust to the customer.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Checkout before doubt sets in<\/b><span style=\"font-weight: 400;\">: Previously, customers navigated a multi-step process. Now, purchases can be completed in a single step. This speed reduced second thoughts and technical failures, especially important for mobile buyers.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Smarter COD Handling with AI-Powered Risk Detection<\/b><span style=\"font-weight: 400;\">: Magic Checkout\u2019s Smart COD management system helped Isak tackle one of the most common pain points in Indian eCommerce: high-risk Cash on Delivery (COD) orders. Powered by an <\/span><b>advanced AI-driven risk engine<\/b><span style=\"font-weight: 400;\">, the system automatically evaluates each order in real time to identify potential delivery or return risks.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">If a user is flagged as high-risk based on historical behavior, location patterns, or other indicators, the COD option is automatically disabled for them. This helped Isak minimize operational losses, reduce Return to Origin (RTO) instances, and improve order reliability.<\/span><\/li>\n<\/ul>\n<blockquote><p><span style=\"color: #808080;\"><i><span style=\"font-weight: 400;\">\u201cEven before a customer can change their mind, they\u2019re done with the purchase. That\u2019s the kind of speed and simplicity Magic Checkout brought to our brand,\u201d <\/span><\/i><span style=\"font-weight: 400;\">Vidushi shared.<\/span><\/span><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"What_Changed_for_Isak_After_Magic_Checkout\"><\/span><span style=\"font-weight: 400;\">What Changed for Isak After Magic Checkout<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-22715\" src=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/blog-content\/uploads\/2025\/05\/Impact-banner-Isak.jpg\" alt=\"Magic Checkout case study &lt;&gt; Impact on Isak\" width=\"671\" height=\"392\" srcset=\"https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Impact-banner-Isak.jpg 1944w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Impact-banner-Isak-300x175.jpg 300w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Impact-banner-Isak-1024x598.jpg 1024w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Impact-banner-Isak-768x449.jpg 768w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Impact-banner-Isak-1536x898.jpg 1536w\" sizes=\"auto, (max-width: 671px) 100vw, 671px\" \/><\/p>\n<p><b><\/b><span style=\"font-weight: 400;\">Magic Checkout didn\u2019t just fix technical issues. It enhanced brand perception, reinforced trust, and created a memorable buying experience that customers now love to talk about.<\/span><\/p>\n<p><b><i>Also Read- <\/i><\/b><a href=\"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-isak\/\" target=\"_blank\" rel=\"noopener\"><b><i>Isak Reduced its RTO rate by 75% with Razorpay Magic Checkout!<\/i><\/b><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"From_the_Founder_A_Testimonial_by_Vidushi\"><\/span><span style=\"font-weight: 400;\">From the Founder: A Testimonial by Vidushi<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-22716\" src=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/blog-content\/uploads\/2025\/05\/Isak-testimonial.jpg\" alt=\"Magic Checkout case study &lt;&gt; Isak's testimonial\" width=\"686\" height=\"384\" srcset=\"https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Isak-testimonial.jpg 2094w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Isak-testimonial-300x168.jpg 300w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Isak-testimonial-1024x573.jpg 1024w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Isak-testimonial-768x430.jpg 768w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2025\/05\/Isak-testimonial-1536x860.jpg 1536w\" sizes=\"auto, (max-width: 686px) 100vw, 686px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Final_Thoughts_A_Checkout_Upgrade_That_Delivers_on_Growth_and_Delight\"><\/span><span style=\"font-weight: 400;\">Final Thoughts: A Checkout Upgrade That Delivers on Growth and Delight<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Isak\u2019s growth story is a reminder that optimizing the final stages of the customer journey can make a measurable difference. By removing friction from the checkout process, the brand was able to support its premium positioning and create a purchase experience that met customer expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re a D2C brand looking to improve your conversion rates, <\/span><a href=\"https:\/\/razorpay.com\/magic\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Magic Checkout<\/span><\/a><span style=\"font-weight: 400;\"> offers a tested path to simplify and enhance your customer experience.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a style=\"border-radius: 3px; background: #13418F; padding: 15px; font-weight: 600; cursor: pointer; text-decoration: none; color: white;\" href=\"https:\/\/razorpay.typeform.com\/to\/Zuozx1fN?typeform-source=blog.razorpay.in&amp;utm_source=Direct&amp;utm_medium=Blog&amp;utm_campaign=Isak+CR+CS\" target=\"_blank\" rel=\"noopener nofollow\" data-schema-attribute=\"\">Get Magic Checkout<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore this Magic Checkout case study to see how Isak achieved a 24.70% boost in conversions and reduced checkout friction for a seamless D2C experience.<\/p>\n","protected":false},"author":87,"featured_media":22717,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[131,605],"tags":[163,606],"class_list":{"0":"post-22713","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-customer-stories","8":"category-magic-checkout-case-studies","9":"tag-customer-stories","10":"tag-magic-checkout-case-studies"},"_links":{"self":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts\/22713","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/users\/87"}],"replies":[{"embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/comments?post=22713"}],"version-history":[{"count":1,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts\/22713\/revisions"}],"predecessor-version":[{"id":22718,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts\/22713\/revisions\/22718"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/media\/22717"}],"wp:attachment":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/media?parent=22713"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/categories?post=22713"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/tags?post=22713"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}