Impact in numbers
These are the results of products I owned, from strategy through launch and measurement. Where a number came from more than one change, I say so. I've left out revenue and absolute volumes because they belong to my employers.
Zigly (Cosmo First)
Apr 2025 – Present
Baseline is April 2025.
| Result | Before | Now | What drove it |
|---|---|---|---|
| Daily online orders | 1× | ~52× | New Shopify store, plus appointments and medicines added as new order types. Small starting base. |
| Daily product orders | 1× | ~25× | Replatform from Magento to Shopify |
| Average delivery time | 6.5 days | 2.5 days | Stores turned into fulfilment centres, nearest-store routing |
| Calls to customer care | baseline | 70% lower | Self-serve booking and order tracking, together |
| Repeat customers | 40% | 60% | Loyalty, booking, pharmacy and faster delivery, together |
| Website bounce rate | ~65% | 28% | Replatform and journey redesign |
| Time on site | under 20 sec | ~3.5 min | Replatform and journey redesign |
| Conversion rate | very low | 4% | Replatform and journey redesign |
| Dropped calls | 60% | 15% | Move to cloud telephony |
| Time to handle a ticket | 4 min | 1.5 min | One CRM screen instead of several systems |
| Medicines, share of daily orders | not sold online | ~36% | E-pharmacy launch |
| Appointments, share of daily orders | phone only | ~16% | Self-serve booking |
Each number links to its case study.
AJIO (Reliance Retail)
2018 – 2022
3.2%
Site conversion
4.6%
Product page to cart
| Result | Before | After | What drove it |
|---|---|---|---|
| Site conversion | 1.6% | 3.2% | Owning the full funnel, homepage to order, with daily diagnostics |
| Product page to cart | 4.0% | 4.6% | Product page redesign with trust markers, validated through controlled tests |
FanCode (Dream11)
2022 – 2023
- Launched a new sports merchandise business from zero.
How these are measured
- Conversion: orders ÷ sessions in web analytics, compared month on month.
- Daily orders: average daily orders in the current period ÷ the April 2025 average.
- Delivery time: order to delivery, averaged across all shipments.
- Repeat customers: share of customers in the period who had ordered before.
- Time to handle a ticket: average agent time per ticket in the CRM.