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Platform Optimization to increase CVR & Revenue for D2C Wellness brand, The Ayurveda Experience
Role: UX Researcher and Designer
January 2024 - February 2025
Role as a User Experience Researcher + Design.
Being one of the four designers in a team of 14 content managers, writers, and marketers has proven to be a stimulating environment where collaboration with diverse verticals of forces drives higher engagement and sales for the company. Over the past 12 months, I have spearheaded initiatives in the following areas of improvement, peek into the details below !
Boosting CVR to 13% from 4%
Increasing Conversion Rates from an average of 2-4% per page to 9-13% per page through strategic design optimizations.
Insights incorporated by behaviour studies through A/B testing to inform UX decisions
Spearheaded the development of new design concepts of engagement tailored for the US Geography product line, thus researching cultural nuances and user behaviours within the region
Spearheading new design directions
Led design assets and visualizations team for BFCM 2024 for Email channel, driving an increase of 7% in EPS and 27% in Revenue as compared to previous year’s performance (2023)
Increasing 27%
Revenue for USA Platform
Conducting user research to identify current obstacles based on consumer behavior- following which ‘segmentation’ was introduced for bringing a personalised experience and enhance CRM - now an integral tool for the email channel team.
Introducing tools for CRM
Key Optimization Insights
High-Traffic Optimization
Prioritize optimization on high-traffic sections ensuring clarity, speed, and relevance.
Simplified Transitions
Reduce drop-offs by simplifying transitions between stages and improving user flow.
Enhanced Conversions
Enhance conversions by streamlining checkout flows and addressing pain points revealed in the data.
Current Challenges
Low Conversion Rates despite High Click Rate [CR]
Current Conversion Rate
2-4%
Industry average 6-8%
⛔️ Impact: Significant revenue loss from existing traffic.
High Cart and
Check out abandonment
Critical Funnel breakdown points
Email Click Rate
Active Carts
⛔️ Impact: 92% of interested users leave without purchasing
Current Challenges
Low Conversion Rates despite High Click Rate [CR]
Current Conversion Rate
2-4%
Industry average 6-8%
⛔️ Impact: Significant revenue loss from existing traffic.
High Cart and
Check out abandonment
Critical Funnel breakdown points
Email Click Rate
Active Carts
⛔️ Impact: 92% of interested users leave without purchasing
The images here showcase how the data is studied. We see how many number of users engage with the Homepage and Product Listings, while noting those who do not progress further into the purchasing funnel. The drop-off at different points would suggest potential pain points such as unclear product information, lack of trust signals, or insufficient calls to action.
Tools like Microsoft Clarity to understand behaviours and customer journeys, for better optimization of the platform through evaluating this data
Spearheading accessibility tests for the design team to ensure that all digital products meet inclusivity standards and provide an optimal experience
Black Friday-Cyber Monday (BFCM) Strategy Mapping - driving a +27% Revenue from our team