AJIO: doubling conversion
- Company
- AJIO (Reliance Retail), fashion e-commerce
- Role
- Deputy Product Manager, growth and discovery
- When
- Mar 2018 – Jan 2022
- Result
- Site conversion 1.6% → 3.2%. Product page to cart 4.0% → 4.6%.
The job
I owned AJIO's shopping funnel end to end: homepage, collection pages, product page, cart and order. In fashion, people browse far more than they buy, so small leaks at each step add up to a lot of lost orders. My job was to find those leaks and close them.
How I worked
I ran funnel diagnostics every day, step by step. When one step moved, up or down, I dug in until I knew why. That habit is what decided my roadmap. Instead of guessing which feature to build, I went after the step that was losing the most people.
What I shipped
Navigation and filters. Shoppers couldn't find things the way they think about them. I redesigned navigation and filters across every category page. I mapped the product taxonomy to real browsing behaviour and measured click-through at each filter. Discoverability improved and fewer people dropped off at the top of the funnel.
The product page. People were reaching the product page and leaving. I redesigned it with trust markers and a clearer layout, and tested it against the old version in controlled tests. Product page to cart went from 4.0% to 4.6%, a 15% lift.
Live product tags. I built a system that tags products in real time as "New launch", "Bestseller", "Selling fast" or "Low stock", based on sales velocity and inventory. It's a reusable capability, and the scarcity signals improved add-to-cart.
App notifications. I built a push notification framework for personalised, real-time and lifecycle messages, so the app could speak to people at the right moment instead of sending everyone the same thing.
Search analytics. I set up tracking from search to product page, measuring click-through and high-intent behaviour. It showed us which search improvements would matter most, so we fixed those first.
What it added up to
Site conversion doubled, from 1.6% to 3.2%. No single feature did that. It came from fixing the funnel one step at a time, with every change measured.
What I took from AJIO
Read the funnel daily, and let the biggest leak set the priority. I still work this way.