How Tufenkian Increased Ecommerce Conversions Using Rug Visualisation
Tufenkian Artisan Carpets is the leading source for hand-knotted rugs and carpets, offering
exceptional quality and exquisite craftsmanship. Their extensive collection features a variety
of styles, including Persian, Tibetan, Oriental, and more. Each rug is painstakingly
handcrafted, showcasing ancient traditions and using extraordinary materials to create a
truly exceptional piece that stands proudly among your most cherished possessions.
In addition to their remarkable rugs, Tufenkian also offers a range of services to support
designers and their projects. With custom rugs, trade pricing, exclusive products, and
inspired designs, they provide the tools and resources to bring your vision to life. Tufenkian
is dedicated to making a difference, not just through their products but also through largescale projects that promote social justice and contribute to rebuilding and resettle liberated
lands.
Sign up for their email newsletter to stay updated on new collections, designs, and sales.
With Tufenkian Artisan Carpets, you can discover the perfect rug that embodies tradition,
culture, and pride, while making a meaningful impact.
40%
Increase in online conversion rate
34%
Rise in product page engagement
23%
Reduction in scale-related support queries
Quick Read
Tufenkian Artisan Carpets, a premium hand-knotted rug retailer, deployed Imersian's rug visualiser and recorded a 40% increase in online conversion rate and a 34% rise in product page engagement within 90 days. Scale-related support queries fell 23% as shoppers gained confidence through true-to-scale room previews. High-fidelity 3D digital twins preserved each rug's handmade character and supported both direct shoppers and design trade clients.
Key Takeaways
Tufenkian recorded a 40% increase in online conversion rate within the first 90 days of deploying the rug visualiser.
Product page engagement rose 34% as shoppers interacted with true-to-scale rug previews in their own rooms.
Scale-related customer support queries dropped 23%, reflecting higher shopper confidence before purchase.
High-fidelity 3D digital twins preserved each rug's handmade character, supporting premium brand positioning.
The deployment serves both direct-to-consumer shoppers and design trade clients on a single platform.
The Challenge
A high-consideration purchase with low visual certainty
Buying a premium handmade rug is both emotional and financial. Online shoppers often struggled with:
Visualising the rug within their actual room
Understanding scale and proportion
Seeing colour and texture under realistic lighting
According to Harvard Business Review, customer confidence directly shapes purchasing decisions, and uncertainty was the main barrier here.
Rising ecommerce expectations
Shopify’s annual Commerce Trends report highlights that visual sophistication and personalisation are now baseline customer expectations.
Without tools to match market standards, Tufenkian risked:
Lower conversion
Higher return rates
More scale-related customer enquiries
Reduced engagement from design professionals
Operational inefficiencies
Producing custom imagery for every rug was slowing launches and draining resources. Marketing teams had limited creative bandwidth to experiment with new looks or campaigns.
The Solution
Digitising the collection
Imersian created high-fidelity digital twins of Tufenkian’s catalogue using:
Ultra-high-resolution texture and fibre scans
True-to-scale geometry
Colour-accurate pre-calibrated profiles
Lighting-consistent renders to reduce visual discrepancies
This ensured every rug retained its handmade character and visual depth, the type of detail often celebrated by Architectural Digest
Building the visualisation experience
Shoppers could now:
Upload a room photo
Instantly place rugs in correct scale
Preview colour, texture, and pattern in realistic lighting
View everything through a lightweight mobile-friendly interface
All in a three-tap journey from product page to room preview.
Deep Shopify integration
The visualiser became a core part of the product page:
Positioned directly next to Add to Cart buttons
Clear CTA: “See this rug in your room”
Event tracking for engagement translated to conversion mapping
Automated asset syncing for catalogue updates
The Results
Key performer metrics (first 90 days)
40% increase in online conversion rate
34% rise in product-page engagement
23% reduction in scale-related customer questions
Strong growth in mobile purchases
Why customers converted faster
Visualiser users demonstrated:
Higher add-to-cart rates
Longer on-site sessions
More return visits
Far higher checkout completion
Visual certainty turned hesitation into confidence, the turning point in any high-consideration category.
Marketing transformation
Digital twins powered:
Room-based creatives for paid social
Personalised “See this in your space” email flows
Retargeting ads using saved room previews
CTR increased, bounce decreased, and shoppers arrived more prepared to engage.
Lessons Learned
1. Visual certainty builds trust. Confident shoppers make faster decisions.
2. Integration should feel native. The visualiser performed best as a natural part of the PDP, not an add-on.
3. Behaviour reveals the roadmap. CTA placement, layout, and messaging were refined through user behaviour patterns.
What This Means for Other Retailers
For products where scale and material matter, advanced visualisation isn’t just an enhancement, it’s a conversion engine. High-consideration categories see the strongest gains.
When shoppers can picture your product in their space, every part of the funnel lifts. It’s design magic with commercial impact.
