D2CX C9 Building a world class website experience PPT

What we’ll cover Nine chapters on building D2C experiences that actually converts.

Website Experience Ashutosh Kesharvani Founder

25+ Legacy Brands like lotus herbals, Kaya India, Veromoda, Only, Lacost, ITC, PNG 50+ Leading D2C startups Mamaearth, Plixlife, Snitch, Wow skin science 60+ Manufacturer, SMEs Lapink, Ayurchem, Krishna herbals, 80+ Day zero startups like senses, suspire, boheco, My Pahadi Dukan, Alpha Jwellery

LARGEST D2C BRANDS TRUST US ALREADY We are an expert of D2C space across different industries such as Personal Care, Health & Nutrition, Fashion, F&B

Let’s Start

HOME PAGE

HOME PAGE

HOME PAGE

V/S

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✓

✓

HOME PAGE

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Only 20 to 25% of customers scroll from the first fold of the home page

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80% of the clicks are recorded on the hamburger menu

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Having an open search bar can promote more searches which would provide more insights into user behaviour

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Only CTA is clickable Whole banner should connect to the same link

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No Captcha & cookies

Few Templates of Social Proof

A

C

E

G

B D

F

HOME PAGE: DISCOVERABILITY

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✓

✓

HOME PAGE : PRODUCT CARD

✓

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Must have ATC/Wishlist

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Always show decision-making points like: Name, Benefits, Review, Slised price, ATC

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𐄂

✓

Show Variants if possible

Product Grid Templates

HOME PAGE : SUMMARY

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linoperros increased 20% sales by improving discoverability

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Plix improve customer session time to 35% with improving discoverability

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Suspire Improved bounce rate by 11%

Before /After https://www.figma.com/design/pQ4JHhWBBfoCWwzyGcGL3e/Divine-Hindu-Befor e-After?node-id=4041-14071&t=6mv8ZWtRzDJfGA9Y-0

Case Study

Journey from 1 order a week to 100 Orders a week https://inhautecouture.com/

PDP PAGE

PDP PAGE (Landing Page)

PDP PAGE

V/S

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✓

✓

PDP PAGE ●

Implement column reading

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Sticky ATC [Always put Notify me]

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Infographics

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Use GIFs, emoticons in pictures

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It would be better if you could show Google reviews

PDP PAGE: SUMMARY

PDP PAGE: SUMMARY

Before

After

Bonus - SHOP THE LOOK

SHOP THE LOOK

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Improved overall AOV by 22%

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Improved Repeat Purchase by 18%

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Improved CR by 9%

PLP/COLLECTION PAGE

PLP PAGE

PLP/COLLECTION PAGE & Product Grid

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PLP/COLLECTION PAGE

PLP/COLLECTION PAGE ●

Must have ATC/Wishlist

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Show Varientsion if possible

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Let customer shortlist product

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Help him by showing some upfront discounts

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Give them an option to move around different collection pages by providing relevant choices sample image attached

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Adding reviews can help

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Can put some trending or new tags here

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Filter makes this page better for customers to shop

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Target: Shortlist by adding into Wishlist or to move on the product page or other collection

Questions ?

CART PAGE PAGE

CART VIEW

CART VIEW

V/S

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𐄂

✓

✓

Cart Template

30%

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Header

30%

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Product & Details

30%

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Upsell/Cross sell

10%

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Trust badges

Main super promotion

Button saving strip etc.

CART VIEW: IMP COMPONENT

KPI Improvement ●

Improve AOV significantly

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Improve CR significantly

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Cart to Checkout improvement by double at least

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Escalate Decision making

CART VIEW: IMP COMPONENT

Aim of this Page ●

To move customer on checkout page

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Dynamically upsell them (image attached)

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Help them in decision making by showing prompt discount breakup

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Show similar products or recently viewed products

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Adding sticky Proceed to pay button with strike price

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Show list of offers or promotions

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Show wallet/cashback/loyalty points as well (image attached)

✳ CASE STUDIES ✳

Before & After, Across Industries A sample of website transformations we've delivered — full before/after breakdown in each linked PDF.

01

Creste

View PDF ↗

02

RR

View PDF ↗

03

Kapiva — 2

View PDF ↗

04

Kapiva — 1

View PDF ↗

05

MPD — 1

View PDF ↗

06

BOX-UP — 1

View PDF ↗

07

MPD — 2

View PDF ↗

✳ CASE STUDIES ✳

Before & After, Across Industries A sample of website transformations we've delivered — full before/after breakdown in each linked PDF.

01

Creste

View PDF ↗

02

RR

View PDF ↗

03

Kapiva — 2

View PDF ↗

04

Kapiva — 1

View PDF ↗

05

MPD — 1

View PDF ↗

06

BOX-UP — 1

View PDF ↗

07

MPD — 2

View PDF ↗

BEYOND BASICS

BEYOND BASICS

CASHBACK & LOYALTY Referral

CASHBACK & LOYALTY PROGRAM

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Improved Retention by 13%

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Have seen a 17% better conversion

rate with proof while running on Mamaearth website via A/B test ●

Brands doing 10% more sales when targeted customers have cashback in the wallet

CASHBACK & LOYALTY PROGRAM ●

Inhautecouture - Got their 20% of initial customer from loyalty and referral

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Snitch - 20% Repeat rate increment initially after running surprise cashback campaign

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Plix improved Retention by 38% after cashback and membership campaign

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Mamaearth - 23% orders form membership customer

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Zepto - CTR improved by 44%

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Lenskart CTR improved, new customer acquired

REFERRAL BOT

Normal traditional flow takes ~ 5 minutes for a customer to share their very first referral but with referral bot takes ~50 seconds to share a referral

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HASSLE-FREE - No need to log in or sign up or go to the website

CaseStudy: Loyalty Fashion brand

MEMBERSHIP PROGRAM

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Brands get ~8% of orders from paid members

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In-App membership is approximately ~17%

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Increase AOV at additional cost eg. 299

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Encourage customer to come back and order from the website/app only

MEMBERSHIP PROGRAM

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One Year membership

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Buy for 399 and get 499 Product free for the first purchase

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Get 5 personalise coupon free

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Get another 5 coupons when redeemed the first 5 coupons

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Run good communication campaign here

Product Recommendation Quiz

Product Recommendation Quiz

Product Recommendation Quiz

Product Recommendation Quiz

Product Recommendation Quiz

Product Recommendation Quiz

Product Recommendation Quiz

Product Recommendation Quiz

QUIZ

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30% customer acquiqsition

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2.5X AOV

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Weight Loss Plan/Quiz

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Anti Aging Plan/Quiz

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Skin Glow Plan/Quiz

Lower CAC, May Acquire customer by awareness

Customer needs personalisation and brands are finding out new ways to sell

QUIZ https://www.plixlifequiz.com/page/quiz-weight-loss

BYOB - BUILD YOUR OWN BOX

BYOB - BUILD YOUR OWN BOX ●

Have added this Gift boxing on 10+ D2C websites

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This works every time and AOV is double than rest of the flow

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Conversion is 2X from this page

Review Video Influence and More

May Think Different https://influencer.littleboxindia.com/

● So far has gathered ~ 500 Reviews video ● And 20 to 25% of traffic every month

FASHION BRANDS MUST DO

FASHION BRANDS MUST DO

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Cashback & Membership

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Focus on product pictures

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Use Celebrities Review

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Must focus on Repeat Purchase

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Visual Finder

JEWELLERY BRANDS

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Visual Finder Virtual Try one Membership Focus on product pictures Use Celebrities Review Try at home

BEAUTY & PERSONAL CARE / HEALTH & WELLNESS ●

Know your customer program

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Cashback & Membership

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Focus on product ingredients & infographics

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Social proof

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Upfront Discount

Scaling Hyperlocal D2C

Scaling a Hyperlocal Business from ₹40K to ₹5.2L Per Day in just one year

KNOW YOUR WEBSITE

At absolute zero additional cost $

KNOW YOUR WEBSITE Do next once website up & running

KNOW YOUR WEBSITE

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Visitor behaviour Monitor - conversion/cac/aov/traffic Page Speed Marketing Automation tool Check shopify analytics data Individual campaign level funnel Slow Movers Vs Fast movers Analysis Cohort analysis - which product grants highest LTV and better funnel Focus on improving post purchase journey and experience Reduction of RTO and improve Prepaid Improving AOV Building channels other than performance marketing

VISITOR BEHAVIOUR

VISITOR BEHAVIOUR ●

See what user sees

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Heat Map Analysis

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Visual User Behaviour

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Check website Funnel

SEE WHAT USER SEE TOOL TO USE

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Hotjar Microsoft Clearity VWO

HEAT MAP ANALYSIS

VISUAL USER BEHAVIOUR

CHECK WEBSITE FUNNEL

MONITOR PERFORMING CITY AND MARKETING COST

MOST IMPORTANT EVENTS

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

Session Start Page View View Item list View Item Add to cart Cart Page Visible View Cart View Promotion Checkout Payment First Visit

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56% OF CUSTOMERS DROPPING AT PRODUCT VIEW ONLY 18% DOING ATC

FIND YOUR HERO PRODUCT The most sold product here is “Amla Vitamin C”. It contributes 17% of the total sales. In almost all the products, returning users

Least Performing Products These are the least-performing products. Their combined revenue is less than 1% of the total sales. 65% of the total sales stem from the top 10 best-selling products.

It is recommended to build a product-wise cohort to track product lifecycle.

MONITOR - CONVERSION/CAC/AOV/TRAFFIC

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What is ideal CAC ?

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How to bring down CAC ?

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Are these Matrix dependent ?

Rapid Scale - Traffic[Increase]

CAC[Increase]

AOV[Might Intact]

Increase AOV - CAC[Might Decrease]

Conversion[Decrease]

Conversion [Decrease]

Increase Conversion - AOV[Suffers]

CAC [Suffers]

WHY AOV IS IMPORTANT ?

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Aim for higher AOV to save on logistics costs per package.

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1000-1500 is the AOV one should target Use bundles to increase AOV in segments like BPC, Food and Beverages

Turns - this brand was on shark tank and they managed to reduce their expenses by 38% by just changing the packaging such that the weight of the package is always less than 1 kg

PAGE SPEED IDEAL PAGE SPEED: Mobile - 40 to 50 ● Desktop - 60 to 70 ●

PAGE SPEED

IDEAL PAGE SPEED: ●

Mobile - 40 to 50

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Desktop - 60 to 70

PAGE SPEED

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Visual User Behaviour

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Check it in your Mobile with 2G/3G/4G

OTHER ANALYSYS

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Slow Mover Vs Fast Mover

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Profitable Vs Unprofitable Product

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Building channels other than performance marketing

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Focus on improving post purchase journey and experience

A/B TEST

A/B TEST How A/B Test Works ?

General principle is build hypothesis based on data and then test changes and then either prove your hypothesis or reject it - repeat this process for everything

How A/B Test Works ?

A

B

A/B TEST

Discounted price more prominent 7.41% uplift in purchase

48 % uplift in checkout

A/B TEST

Remove buy it now Cont..

4.95% uplift in purchase

34.5% increase in Add to cart

Done But Not Finished.

Done But Not Finished.

Done But Not Finished.

Done But Not Finished.

MAMAEARTH SUCCESSFUL STORY WITH FARZIENGINEER Mamaearth is one of the finest names in the e-commerce industry whose pivotal focus is on beauty and baby-care products. Considering its foundation takes us back to the year 2016 and we see that they have had a roller coaster expedition since then.

We hired Farzi engineers when we were struggling to scale at Mamaearth because the website was not able to handle the traffic. Ashutosh & Gaurav first came in as consultants and stabilised our previous website so that we could run business smoothly on the older stack. Within 3 months, they launched a new website which can handle 10x the traffic of the previous one and with a lot more features. Soon after optimization, we were able to increase our conversion rates and hence our CAC started going down.

Running a business has become much smoother and more efficient. I would like to recommend Farzi engineers to grow D2C brands and look forward to working with them in future projects. Keep up the good work.

10% Conversion Rate

13% Bounce Rate

20x Engagement Time

4.9 Play Store Rate

120K + Downloads

Serving entire tech at < 2% of cost PLIXLIFE USING FARZI ENGINEER TO IMPROVE CAC & REPEAT PURCHASE

Plixlife was in the expansion stage of its online journey of D2C e-commerce website. They were looking to work in improving CAC, AOV, Repeat Sales.

Here are the interventions that FarziEngineer did to maximise their revenue.

1.

Created the entire cashback journey to acquire new customer and increase repeat purchase

2.

Activated referral bot & Membership program to improve Repeat Purchases & Customer requisition

3.

Implemented data capture first approach to increase top line

10% Sale Increment

13% conversion rate improved

20x ROI

Case Study

Thank You Connect With Me On ashutosh@farziengineer.com +91-7838-171-569