@Article{M-10071,
AUTHOR = {Parmar, Harsh},
TITLE = {Optimizing Online User Experience and Conversion Rates for an Indian Eyewear Retailer},
JOURNAL = {Scientific Research Journal of Science, Engineering and Technology},
VOLUME = {1},
YEAR = {2023},
NUMBER = {2},
ARTICLE-NUMBER = {M-10071},
URL = {https://isrdo.org/journal/SRJSET/currentissue/optimizing-online-user-experience-and-conversion-rates-for-an-indian-eyewear-retailer},
ISSN = {2584-0584},
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.},
DOI = {}
}