WebsiteExperience
AshutoshKesharvani
Founder
Let’sStart
HOMEPAGE
HOMEPAGE
HOMEPAGE
HOMEPAGE
● Only20to25%ofcustomersscrollfromthefirstfold ofthehomepage
● 80%oftheclicksarerecordedonthehamburger menu
● Havinganopensearchbarcanpromotemore searcheswhichwouldprovidemoreinsightsinto userbehaviour
● OnlyCTAisclickableWholebannershouldconnect tothesamelink
● NoCaptcha&cookies
FewTemplatesofSocialProof
HOMEPAGE:DISCOVERABILITY
HOMEPAGE:PRODUCTCARD
● MusthaveATC/Wishlist
● Alwaysshowdecision-making pointslike: Name,Benefits,Review,Slised price,ATC
● ShowVariantsifpossible
ProductGridTemplates
HOMEPAGE:SUMMARY
● linoperrosincreased20%salesbyimproving discoverability
● Pliximprovecustomersessiontimeto35%with improvingdiscoverability
● SuspireImprovedbouncerateby11%
https://www.figma.com/design/pQ4JHhWBBfoCWwzyGcGL3e/Divine-Hindu-Befor e-After?node-id=4041-14071&t=6mv8ZWtRzDJfGA9Y-0
https://inhautecouture.com/
PDPPAGE
PDPPAGE (LandingPage)
PDPPAGE
PDPPAGE
● Implementcolumnreading
● StickyATC[AlwaysputNotifyme]
● Infographics
● UseGIFs,emoticonsinpictures
● ItwouldbebetterifyoucouldshowGoogle reviews
PDPPAGE:SUMMARY
PDPPAGE:SUMMARY
Before After
Bonus
-SHOPTHELOOK
PLPPAGE
PLP/COLLECTION
PAGE&ProductGrid
PLP/COLLECTIONPAGE
PLP/COLLECTIONPAGE
● MusthaveATC/Wishlist
● ShowVarientsionifpossible
● Letcustomershortlistproduct
● Helphimbyshowingsomeupfrontdiscounts
● Givethemanoptiontomovearounddifferent collectionpagesbyprovidingrelevantchoicessampleimageattached
● Addingreviewscanhelp
● Canputsometrendingornewtagshere
● Filtermakesthispagebetterforcustomersto shop
● Target:ShortlistbyaddingintoWishlistorto moveontheproductpageorothercollection
Questions?
CARTPAGEPAGE
CARTVIEW
CARTVIEW
CartTemplate
● Header
● Mainsuperpromotion
● Product&Details
● Upsell/Crosssell
● Trustbadges ● Button
● savingstripetc.
CARTVIEW:IMPCOMPONENT
KPIImprovement
● ImproveAOVsignificantly
● ImproveCRsignificantly
● CarttoCheckoutimprovementbydoubleatleast
● EscalateDecisionmaking
CARTVIEW:IMPCOMPONENT
AimofthisPage
● Tomovecustomeroncheckoutpage
● Dynamicallyupsellthem(imageattached)
● Helpthemindecisionmakingbyshowingpromptdiscount breakup
● Showsimilarproductsorrecentlyviewedproducts
● AddingstickyProceedtopaybuttonwithstrikeprice
● Showlistofoffersorpromotions
● Showwallet/cashback/loyaltypointsaswell(imageattached)
BEYONDBASICS
BEYONDBASICS
CASHBACK&LOYALTYPROGRAM
● ImprovedRetentionby13%
● Haveseena17%betterconversion ratewithproofwhilerunningon MamaearthwebsiteviaA/Btest
● Brandsdoing10%moresaleswhen targetedcustomershavecashbackinthe wallet
CASHBACK&LOYALTYPROGRAM
● Inhautecouture-Gottheir20%ofinitialcustomer fromloyaltyandreferral
● Snitch-20%Repeatrateincrementinitiallyafter runningsurprisecashbackcampaign
● PliximprovedRetentionby38%aftercashback andmembershipcampaign
● Mamaearth-23%ordersformmembership customer
● Zepto-CTRimprovedby44%
● LenskartCTRimproved,newcustomeracquired
REFERRALBOT
Normaltraditionalflowtakes~5minutes foracustomertosharetheirveryfirst referralbutwith referralbottakes~50 secondstoshareareferral
● HASSLE-FREE-Noneedtologinor signup orgotothewebsite
MEMBERSHIP PROGRAM
● Brandsget~8%ofordersfrompaid members
● In-Appmembershipis approximately~17%
● IncreaseAOVatadditionalcost eg.299
● Encouragecustomertocome backandorderfromthe website/apponly
MEMBERSHIP PROGRAM
● OneYearmembership
● Buyfor399andget499Product freeforthefirstpurchase
● Get5personalisecouponfree
● Getanother5couponswhen redeemedthefirst5coupons
● Rungoodcommunication campaignhere
BYOB-BUILDYOUROWNBOX
● HaveaddedthisGift boxingon10+D2C websites
● Thisworkseverytime andAOVisdouble thanrestoftheflow
● Conversionis2Xfrom thispage
FASHIONBRANDSMUSTDO
● Cashback&Membership
● Focusonproductpictures
● UseCelebritiesReview
● MustfocusonRepeatPurchase
● VisualFinder
JEWELLERYBRANDS
● VisualFinder
● VirtualTryone
● Membership
● Focusonproductpictures
● UseCelebritiesReview
● Tryathome
BEAUTY&PERSONALCARE/HEALTH&WELLNESS
● Knowyourcustomerprogram
● Cashback&Membership
● Focusonproductingredients& infographics
● Socialproof
● UpfrontDiscount
Scaling a Hyperlocal Business from ₹40K to ₹5.2L Per Day in justoneyear
KNOWYOURWEBSITE
● Visitorbehaviour
● Monitor-conversion/cac/aov/traffic
● PageSpeed
● MarketingAutomationtool
● Checkshopifyanalyticsdata
● Individualcampaignlevelfunnel
● SlowMoversVsFastmoversAnalysis
● Cohortanalysis-whichproductgrantshighestLTVandbetterfunnel
● Focusonimprovingpostpurchasejourneyandexperience
● ReductionofRTOandimprovePrepaid
● ImprovingAOV
● Buildingchannelsotherthanperformancemarketing
VISITORBEHAVIOUR
VISITORBEHAVIOUR
● Seewhatusersees
● HeatMapAnalysis
● VisualUserBehaviour
● CheckwebsiteFunnel
SEEWHATUSERSEE
TOOLTOUSE
● Hotjar
● MicrosoftClearity
● VWO
HEATMAPANALYSIS
VISUALUSERBEHAVIOUR
CHECKWEBSITEFUNNEL
MONITORPERFORMINGCITYANDMARKETINGCOST
SessionStart
PageView
MOSTIMPORTANTEVENTS
CartPageVisible
ViewCart
ViewPromotion
Checkout
Payment
FirstVisit
FINDYOURHEROPRODUCT
Themostsoldproducthereis“AmlaVitamin
C”.Itcontributes17%ofthetotalsales.In almostalltheproducts,returningusers
LeastPerformingProducts
Thesearetheleast-performingproducts.Theircombined revenueislessthan1%ofthetotalsales.65%ofthetotal salesstemfromthetop10best-sellingproducts.
Itisrecommendedtobuildaproduct-wisecohortto trackproductlifecycle.
MONITOR-CONVERSION/CAC/AOV/TRAFFIC
● WhatisidealCAC?
● HowtobringdownCAC?
● AretheseMatrixdependent?
RapidScale-Traffic[Increase] CAC[Increase] AOV[MightIntact] Conversion[Decrease]
IncreaseAOV-CAC[MightDecrease] Conversion[Decrease]
IncreaseConversion-AOV[Suffers] CAC[Suffers]
WHYAOVISIMPORTANT?
● AimforhigherAOVtosaveonlogisticscosts perpackage.
● 1000-1500istheAOVoneshouldtarget
● UsebundlestoincreaseAOVinsegmentslike BPC,FoodandBeverages
Turns-thisbrandwasonsharktankandtheymanagedtoreducetheirexpensesby38%by justchangingthepackagingsuchthattheweightofthepackageisalwayslessthan1kg
PAGESPEED
IDEALPAGESPEED:
● Mobile-40to50
● Desktop-60to70
PAGESPEED
IDEALPAGESPEED:
● Mobile - 40 to 50
● Desktop - 60 to 70
PAGESPEED
● VisualUserBehaviour
● CheckitinyourMobile with2G/3G/4G
OTHERANALYSYS
● SlowMoverVsFastMover
● ProfitableVsUnprofitableProduct
● Buildingchannelsotherthan performancemarketing
● Focusonimprovingpostpurchase journeyandexperience
A/BTEST A/BTEST
HowA/BTestWorks?
Generalprincipleisbuildhypothesisbasedondataandthentestchangesandthen eitherproveyourhypothesisorrejectit-repeatthisprocessforeverything
HowA/BTestWorks?
A/BTEST
Discountedpricemoreprominent
7.41%upliftinpurchase
48%upliftincheckout
RemovebuyitnowCont..
4.95%upliftinpurchase
A/BTEST
34.5%increaseinAddtocart
MAMAEARTHSUCCESSFULSTORYWITH FARZIENGINEER
Mamaearthisoneofthefinestnamesinthee-commerceindustrywhosepivotalfocusisonbeautyand baby-careproducts.Consideringitsfoundationtakesusbacktotheyear2016andweseethattheyhave hadarollercoasterexpeditionsincethen. WehiredFarziengineerswhenwewerestrugglingtoscaleatMamaearth becausethewebsitewasnotabletohandlethetraffic.Ashutosh&Gaurav firstcameinasconsultantsandstabilisedourpreviouswebsitesothatwe couldrunbusinesssmoothlyontheolderstack.Within3months,they launchedanewwebsitewhichcanhandle10xthetrafficoftheprevious oneandwithalotmorefeatures.Soonafteroptimization,wewereableto increaseourconversionratesandhenceourCACstartedgoingdown. Runningabusinesshasbecomemuchsmootherandmoreefficient.I wouldliketorecommendFarziengineerstogrowD2Cbrandsandlook forwardtoworkingwiththeminfutureprojects.Keepupthegoodwork.
Servingentiretechat< 2%ofcost
PLIXLIFEUSINGFARZIENGINEERTOIMPROVECAC&REPEATPURCHASE
PlixlifewasintheexpansionstageofitsonlinejourneyofD2Ce-commerce website.TheywerelookingtoworkinimprovingCAC,AOV,RepeatSales. HerearetheinterventionsthatFarziEngineerdidtomaximisetheirrevenue.
1. Createdtheentirecashbackjourneytoacquirenewcustomerand increaserepeatpurchase
Activatedreferralbot&MembershipprogramtoimproveRepeat Purchases&Customerrequisition
