A naukri.com initiative
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Product Case Study: A Data-Driven Strategy to Boost E-commerce Conversion and Engagement
- Digikala.com is the largest e-commerce platform in the Middle East, with over 40 million active users and more than 80 million monthly visits.
- PDP per session is the main driver of Total Conversion Rate (TCR) growth, and increasing it should be our primary focus.
- To understand unmet needs and opportunities, Digikala segment users based on their discovery patterns.
- A strategic decision was made to focus on creating Exploratory Discovery Paths to drive an increase in PDP per session.
- We added multiple tabs to the homepage for exploratory discovery paths, encouraging users to browse and uncover hidden needs.
- We identified 40 potential concepts and categories, which would be tested in phases, and in the first phase tested Fashion & Apparel, Gifts, Gaming, Mobile Accessories, Electronics, and Travel tabs.
- The introduction of these tabs led to measurable improvements in PDP per session, boosting the Total Conversion Rate and encouraging users to visit the platform more frequently.
- The achievement was possible due to the commitment and collaboration of each member of the team.
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