CONTEXT

In Flipkart's e-commerce landscape, a prolonged shopping funnel leads to high drop-off rates. Navigating from the home page to specific products involves a complex maze of category pages, brand exploration, & product selection, resulting in user fatigue and significant abandonment before reaching the desired product.

Users enter either through the home page or the category landing pages.

• Direct users land on the home/main page

• ~80% of Indirect users (social media/ digital ads) land on the category landing pages
  
  

~500m users land on either of these pages every single day

Home Page

Category Landing Page

USER ENTRY POINTS ON THE APP

EXISTING ENGAGEMENT WIDGETS (HP & CLP)

Category Navigation

Home Page Widget (HPW)

Announcement Widgets (AW)

Native Widget

One Grid

Horizontal Slider

Home Page (HP)

Category Landing Page (CLP)

[Homepage] In 99% of the scenarios we redirect a user to a new page to showcase selection and put them into the funnel of multiple pages to reach the desired action they want to perform.

CURRENT USER JOURNEY

There is a ~20% avg drop off at every touchpoint(page) throughout the shopping funnel before the user reaches the final product page

We conducted two focus group discussions - one with internal category owners and another with 15 users

🕵️ RESEARCH

USER FEEDBACK

Dissonance

Customers are unable to find the products that they saw on the home page banners

Validation & Trust

New users felt that the banners on the home page were sponsored ads

Personalisation

Advertisers find it difficult to personalise content on the home & category Pages

Complex Comprehension

At Flipkart we have various deal constructs - all of them seem similar with no clear difference

CATEGORY OWNERS' FEEDBACK

We then studied what our competition was up to for solving challenges like these

amazon

Qoo10

Lazada

Tokopedia

Next, an experiment was conducted for 6 Days- where creative banners were made to mimic a browse like experience

• Sales for selected products saw an overall jump of 47.2%
  

• Average CTR shot up to 4.20% . This was 112 bps more than the creative banners in the same slots

RESULTS OF THE EXPERIMENT

By now, we were convinced that showing products upfront on the home page and other category pages would help us not only reduce funnel drop-offs but also help increase conversion

SOLUTION

A hybrid widget that:

• Allows the users to browse products upfront on the home page

• Enables category owners/ advertisers to easily personalise the content

• Allows enough scope for offers and other thematic callouts

• Does not occupy more space than the viewport of the user's device

• Does not block scroll affordance for other widgets

WIDGET ANATOMY

Header

Filter

Body

Footer

VARIATIONS

Header

Filter

Footer

Body- Grid

Body- List

Body- Grid Carousal

Body- Grid Carousal

Body- 3 Grid

EXECUTION

Before

After

EXECUTION

Before

After

EXECUTION

Without Filter & Footer

Without Filter

Category Expanded

Groceries- List View

~17%

IMPACT

~5%

~3.5%

Reduced
Bounce Rate

Increase in Click-Through Rate

Increase in conversion against static widgets