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India E-com Website Initiatives

Goal : Increase Average Order Value (AOV) by Highlighting Value in Higher-Pack Options

Initiative 1 : Value Pack of 1,2,3 with tiered pricing

Hypothesis: Introducing a tiered pricing card that showcases multiple product bundles (e.g., 1-month, 2-month, 3-month supplies) with clear savings will:

Increase Average Order Value (AOV): By encouraging customers to opt for higher-value bundles due to perceived savings.

Anchoring Effect: Presenting multiple pricing options leverages the anchoring bias, where customers perceive the mid-tier option as more valuable compared to the base option, leading to higher sales of that tier.

Enhance Conversion Rates: By simplifying decision-making and highlighting value propositions.

Number of packs

Quantity in each pack

Final Discounted price

Offer given/Savings

Selling price

Badge : Eg. Best Saver - should be auto-selected

Auto-select option

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Metrics to track

Average Order Value (AOV) pre & post introduction

% of users selecting each pack (1-month / 2-month / 3-month)

Overall PDP-to-purchase conversion rate

Heatmap interaction on pricing card

Ajay needs to check - theme level if it can handle multiple variants (nested variants)

Rough Timeline :

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Goal : Upsell

Initiative 2 : Cart - Product recommendations ordering logic

AOV : Rs 643 (Mar 1 to May 14 2025)

Target to increase it by 10% to 700

Key Hypotheses:

The friction to add products decreases significantly when the recommended items are affordably priced ( here below ₹150)

Currently, Out of 182 variants across our catalog, 45 products (25%) are priced at or below ₹150, while 136 products (75%) are priced above ₹150.

Should be OTC and popular (look at sales data of amazon/website)

Clear labels on product recommendation card - denoting the logic of recommendation “ Concern type “ in product label

Complementary Items (will take time)

Fast-Moving / Everyday Wellness Items (we can make a list of this)

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https://baymard.com/blog/product-recommendations-cart⁠

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Dynamic Cart Upsell Products Logic:

Option 1 : Rank products below 150 based on frequently bought together score arising based on products in cart (Based on Product Affinity Matrix )

https://drive.google.com/file/d/17VdL2X6ToS7mhoFGKG2np-Q1Tqowoh2M/view?usp=sharing⁠

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Option 2 : Rank products below 150 which are considered fast-moving & everyday wellness based on order of decreasing sales (1st being the one being most sold)

Product card design :

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Metrics to track

Upsell Add-to-Cart Rate pre-post

Average Order Value (AOV) pre-post

Attach Rate (orders with upsell product)

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Goal : Upsell

Initiative 3 : Ordering Frequently bought together section in Product Page

Option 1 : Shopify Automatic Recommendation : Purchase history, description & related collection (when history & description not available)

Option 2:

https://drive.google.com/file/d/17VdL2X6ToS7mhoFGKG2np-Q1Tqowoh2M/view?usp=sharing⁠

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Product Affinity Matrix - Defined by Nishant → This is mapped based on which product is purchased with which product.

Metrics to track

Increase in Average Order Value (AOV)

Attach Rate of FBT Products (percentage of orders that include an FBT product)

Revenue Contribution from FBT Products

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Goal : Increase Add to Carts through guided discovery

Initiative 4 : Quiz for guided discovery

Hypothesis

There are set of users - who don’t know which product to buy for their concern and want more trust & guidance in case of buying the products

Reduce cognitive load by helping users cut through the clutter

Quiz for guided discovery

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Entry Point: Engage With Quiz CTA

Prompt: “Not sure what you need? Take the 30-second quiz”

Placement:

Homepage Hero Banner

Sticky bar (persistent)

Product Detail Pages (below primary content)

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Step 1: Choose Your Primary Health Concern

“What would you like to improve today?”

Multi-choice options:

Sleep & Stress

Digestion & Acidity

Skin & Hair Health

Immunity

Reproductive Health

Joint & Bone Support

General Wellness

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Step 2: Describe Your Current State

Show contextual symptoms based on the user’s selection.

Examples:

For Sleep & Stress:

Can’t fall asleep

Feel anxious

Wake up tired

For Digestion & Acidity:

Bloating

Constipation

Heartburn

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Step 3: Personalization Questions

The goal here is to add lightweight profiling without causing drop-off. This data may later help us segment users for future campaigns or product education.

“Tell us more so we can personalize your results”

Age group:

Below 30 / 30–50 / 50+

Gender (optional)

Current usage:

Do you take any Ayurvedic products today?

Format preference:

Capsules / Powders / Syrups / Doesn’t matter

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Step 4: Personalized Product Recommendations

Display 1–3 curated products with:

Product Name & Price

Key benefits (matched to concerns)

Dosage info (e.g. “1 capsule every night”)

Social proof (e.g. “4.8★ from 2,400+ users”)

Give Coupon Code - This will help us track conversions through quiz

CTA Buttons:

“Add to Cart”

“See Full Details”

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Metrics to track

ATC pre quiz and ATC post introduction of quiz

Quiz Start Rate (% of users who click CTA)

Quiz Completion Rate

Add-to-Cart Rate from Quiz (click on ATC button at end)

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