Optimizing Online User Experience and Conversion Rates for an Indian Eyewear Retailer

Title

Optimizing Online User Experience and Conversion Rates for an Indian Eyewear Retailer

Author

1. Harsh Parmar, Student, , Pandit Deendayal Energy University, Gandhinagar, India

Abstract

This research delves into the challenges and strategies employed by a leading Indian eyewear retailer in transitioning from a traditional offline market presence to a competitive online platform. Despite its success in the physical retail space, the brand struggled to replicate this success in the online realm, particularly in the face of rising mobile internet usage and competition from digital-first startups. The study explores a multi-phased approach adopted by an analytics team to enhance the brand's website performance. The approach involved a thorough investigation phase comprising qualitative and quantitative analyses, followed by an ideation phase using a proprietary 'Vision of Conversion' framework, and culminating in the implementation and monitoring of A/B testing strategies. A key focus was on the hypothesis of implementing sticky categories on the homepage to improve navigation and reduce user frustration, which significantly increased main category pageviews and product purchases. This research highlights the effectiveness of a structured, data-driven approach in enhancing user experience and conversion rates in the digital retail sector.

Keywords

Conclusion

The findings of this study underscore the critical importance of adapting to digital transformation for traditional retail brands. The eyewear retailer's strategic approach, grounded in detailed analytics and user-centric design principles, led to significant improvements in user engagement and conversion rates on its online platform. The successful implementation of sticky categories on the website, informed by in-depth user behavior analysis, exemplifies how targeted interventions can effectively address user frustrations and simplify the online shopping experience. This case serves as an insightful example of how data-driven analytics and a user-focused approach can be instrumental in overcoming the unique challenges of digital market adaptation, offering valuable lessons for other retailers navigating similar transitions.

Author Contrubution

The author confirms sole responsibility for the following: study conception and design, data collection, analysis and interpretation of results, and manuscript preparation.

Funding

The authors did not receive any specific grants from funding agencies in the public, commercial, or non-profit sectors for the research, authorship, and/or publication of this article.

Conflict of Interest

All authors declare that they have no conflicts of interest.

Data Sharing Statement

Not applicable

Software And Tools Use

Not applicable

Acknowledgements

I thank the following individuals for their expertise and assistance in all aspects of our study and for their help in writing the manuscript. I am also grateful for the insightful comments given by anonymous peer reviewers. Everyone's generosity and expertise have improved this study in myriad ways and saved me from many errors.