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e-commerce × Onboarding

Getting new users to their first order

+3.7%new-user conversion · +₹90L revenue
Target+5%Achieved+3.7%
Where
Online pharmacy · Apollo Health Co
Role
Product Manager
Context
Onboarding · online pharmacy
  1. 01Metric & target

    First-order conversion for ~250k new users a month, at around 9%. Target: +5%.

  2. 02Strategy

    Map the new-user funnel and fix the biggest drop-off step first.

  3. 03Problem

    Most new users dropped off at the prescription step.

  4. 04Root cause

    They assumed a prescription was mandatory. The no-prescription route, a quick doctor consult, wasn't a primary option and showed no wait time or next steps.

  5. 05Fix & execution

    Made the consult a primary option and showed expected wait time and what happens next.

  6. 06Result

    +3.7% conversion and +₹90L in revenue.

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