A CASE STUDY ON IMPROVING CONVERSION

Deepthi Mayank
ABOUT LBB
Little Black Book or LBB as it is ubiquitously known is an online shopping application for clothing, shoes,
accessories, essentials, snacks, beauty and lifestyle products for both men and women. LBB has over
100,000 products and 60,000 unique brands across lifestyle categories available for its consumers.
What started as a simple Tumblr blog has now turned into a full fledged website and app, with more than
15 million page views a month. Almost 70-75% of LBB’s growth has been organic. The monetization has
mainly been through advertising and partnerships.

PROBLEM STATEMENT
As LBB has been growing at a fast pace, it has become even more important to provide the best browsing
and discovery experience on the app and make it easier for the people to find what they love and make a
purchase.
USER PERSONAS

Paritosh, 28 Deepthi, 35
Mayank, 26
Married Married
Unmarried
Working Unemployed
Working  Looking for gifts for his friend
 Looking for clothes
 Looking for gifts for girlfriend  Busy with office work and
 Wants to try the clothes
 Looks for top deals and best missed to check the date of the
virtually before ordering to
brands available birthday
check if it suits her
 Looking for the top deals and
 Interested in suggestions and  Wants notifications
specific category wise deals to
easy deals which can cover whenever there are special
quickly check for the gift
many of her needs offers
 Needs recommendations
 Customer Journey Map
Pre Service
Service
Post Service

Identify the Sign Up Search for the items Add to the cart Payment Delivery Feedback about
right platform products &
for shopping Delivery
Finding the Login with Availability of Adding multiple Compatibility with various Quick delivery. Customer feedback
Requirements

right platform number, mail. product categories items to cart. wallets, credit cards, debit Real Time on experience and
Customer

for all the Easy login for easy search. Leaving in the cart cards. Offers and Coupon codes status of the quality. Faster
needs through one click Deals & Top brands. to get information on payment page. Benefits on package. query and issue
Assorted product on deals later purchase such as coins etc resolution, easy
deals. would be a good incentive returns
App Login page Search bar, Click on Cart, Product Payment Gateway, Payment Order Status, Feedback form,
Interac
tion

Download, deals, banners, Suggestions Mode addition, App Product review,

Website notifications, Notifications, Customer Service,
Happy Happy
Emotions

Neutral Neutral Neutral Neutral

Frustrated

Promotional QR code based Product categories Suggestions on LBB Wallet, Coins, Coupons. Real time Analytics on
Innovation

events for login from email for ease of search, commonly bought Gamification for earning location of the feedback to ensure
sales on social to get all the Advanced Filters, together products coupons parcel, quality, creating
media for information; Refe Easy information on through fuzzy Notifications new deals.
greater reach rrals deals and top brands associations
Finding us as Entering the Scroll down to Real Time Need advanced
Customer

Point

the right login details and identify the category status update, customer support
Pain

choice information and scrolling for customer and feedback on

deals for each item service every purchase
Need for A/B Testing | 1 page layout with all best deals on the top | Bannered Layout | Customer Feedback reels on LBB TV | Promotions on key positioned products
Recommendation 1 – Product Categories
Implementation:
• Identify the items and cluster them into categories
• Show limited number of product categories
• Show category wise offers daily and highlights
• Highlight the top brands per each category

Example:
• Kurtis, Tunics, Tops under Kurta sets

Illustration
Recommendation 2 – Product Bundles/Assorted Deals

Implementation:
• Create Fuzzy associations between the product categories
often purchased together from the previous user details
and usual consumer behavior in the offline market.
• Based on Analytics and previous purchase history of the
user, suggest the deals

Example:
• Eye Liner+ Mascara + Lip stick + Foundation
• Notebooks + Pencils + Highlighter

Illustration 1: Frequently bought together item suggestions

Illustration 2: Assorted deals with items which are
commonly bought together

Illustration 1 Illustration 2
Recommendation 3 - Birthday/ Anniversary Reminders
First mover’s advantage of reminding birthdays, anniversaries and special occasions along with few
good deals available at the time to convert a customer.

Reminder Notifications sent to the customer, starting 10

days prior to the event

Implementation:
Solution1:
• Identify the usual gifting items
• Take the customer input on every item purchased and store it in
CRM and send reminders 10 days ahead of the event.

Solution2:
• Option to share the Google calendar with us with the events added
so that our CRM can save and send reminders
• Reminders 10 days before the event on mobile as notification, email
Recommendation 4- Try and Buy
Implementation:
• 3D view in which the user can upload their picture and try the look of the dress on them
• 360 degree view of the dress in the app for the user to understand

Example: 3D lens view from Lenskart

Illustration

Using Augmented Reality to allow customer to understand how the

product would look on them in case of fashion items

In case of Accessories and Home Décor Products, they can see how
the product would like in their home
METRICS
Product Solution Guiding Metric Acceptance Retention Monetisation

Product Categories Average Cart Size, Referrals to users Average weekly landing Increase in ARPU per
Number of orders per Conversion rate per category – through category
user, search, links, clicks on
Category wise Sales home page
Product Bundling Average Cart Size Referrals to users Average weekly Increase in Average
Conversion rate conversion of deals Order Volume, Increase
Referrals to users in ARPU

Birthday/ Number of orders per Number of syncs per Conversion on Increase in ARPU,
user user, notification, Increase in Expected
Anniversary Percentage Profile % Increase in ARPU – pre Customer Lifetime Value,
Reminders completion & post implementation of Increase in Gross
the feature Merchandise Value

Try and Buy Lower refund and Referrals to users Feedback based Increase in ARPU,
return rates; Product Conversion rate quantified measure of Reduction in returns and
Reviews customer satisfaction, exchanges cost
% Conversion of the
product on try
THANK YOU
Submitted by: Deepthi & Mayank