GRADUATION PROJECT

Maximizing conversion rate of Max Fashion’s website

PRESENTED BY:
MINAL SINGH
YEAR OF ESTABLISHMENT 2006 (India)
STATUS Private Subsidiary of Landmark group
HEAD OFFICE Bangalore, India
WEBSITE https://www.maxfashion.in/
MANAGING DIRECTOR Kabir Lumba
PRODUCTS Apparel, Accessories, Foot wear, Beauty Products

NUMBER OF STORES 405 (India)

REVENUE Rs. 3553 crore (2020)

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MAXIMIZING CONVERSION RATE OF MAX
FASHION’S WEBSITE

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OBJECTIVE
• To maximize conversion rate by analyzing the website of Max Fashion and its competitors and to identify website
element’s gaps.

SUB OBJECTIVES
• To analyze the website elements of Maxfashion.in and its competitors
• To identify conversion attributes using Google analytics and provide probable solutions for sales enhancement

SCOPE OF THE PROJECT

• The project aims at understanding the website of Max Fashion in order to maximize the percentage of visitors who
complete a desired process
• Creating more sales opportunities and accelerating the sales process
• Improve the performance of marketing campaigns and acquire more customers in a shorter amount of time
RESEARCH HYPOTHESIS
• H1- User Interface parameters attached with online shopping on Max Fashion.in
Hₒ: User Interface parameters have no Impact on shopping on Max Fashion.in
HA: User Interface parameters have significant Impact on shopping on Max Fashion.in

• H2- Likeliness concerned with recommendation of Maxfashion.in

Hₒ: Not likely to recommend Max’s website to friends and family
HA: Likely to recommend Max’s website to friends and family

LIMITATIONS
• Time duration of the study was limited to 16 weeks.
• Due to company’s privacy policy, previous year sales reports and google analytics reports were used.
 RESEARCH METHODOLOGY

TYPE OF RESEARCH

-The nature of the research is exploratory followed descriptive.

-The purpose of analyzing data is to obtain usable and useful information. The analysis will: -

• Describe and summarize the data

• Identify the issues and resolve
• Analyze the factors responsible for affecting the conversion rate
• Conducting an audit on the Conversion Rate using Google Analytics
• Provide recommendations

SOURCES OF DATA

Primary data- Survey

Secondary data- Past sales report, SOH, DOH, Google Analytics report,
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SURVEY METHODOLOGY

• The questionnaire for this research contains 16 questions.

• The first section contains respondents’ classification questions (Q.1 to Q.4) which usually cover sociological-
demographic variables such as Name, gender, age, occupational status, Income level etc. to identify appropriate
people for surveying.

• Second section contains main research questions, where the respondents were asked to put their opinion about
Max Fashion’s website (Q.5 to Q.15).

• The third section contains respondents’ recommendation (Q.16) for the recommendation of the website.

Type of sampling- Random Sampling

Sample size- 210

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STEP BY STEP APPROACH

PROBLEM IDENTIFICATION

IDENTIFICATION OF COMPETITORS

ANALYSIS OF OWN CONTENT

ANALYSIS OF COMPETITORS CONTENT

IDENTIFICATION OF GAPS

DATA COLLECTION

DATA ANALYSIS & PRESENTATION

SUGGESTIONS

CONCLUSION

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 WEBSITE ANALYSIS OF MAX FASHION & IT’S
COMPETITORS- GAPS IDENTIFICATION
HOMEPAGE LANDING PAGE PRODUCT LISTING PAGE PRODUCT DISPLAY PAGE BASKET PAGE

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HOMEPAGE

◉ Lack of information on homepage

◉ Old blogs
◉ Missing information regarding loyalty card on
homepage

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 LANDING PAGE
◉ Crucial Information in graphic form
◉ Flyout revision is required in Men’s category

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PRODUCT LISTING PAGE
◉ Filter option
◉ Popular searches missing in the footer

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SUGGESTED BANNERS

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PRODUCT DISPLAY PAGE
◉ Product title and description
◉ Missing styling feature
◉ Size chart
◉ Missing customer reviews
◉ Missing of video presentation of products

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SUGGESTED PRODUCT TITLE & DESCRIPTION

Women Multi-coloured Sweetheart Neckline Dress or

Floral Printed Sweetheart Neckline Short Dress or
Floral Printed A- Line Dress.

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COMPLEMENTARY PRODUCT SUGGESTIONS

Pair with these

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SIZE CHART CORRECTION

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 BASKETPAGE

◉ Directly moves to checkout page

◉ You may also add feature is missing
◉ Return and refund policy missing

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CUSTOMER ACQUISITION THROUGH SOCIAL MEDIA

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MAKING THE CTA MORE PROMINENT

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DATA COLLECTION & ANALYSIS

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 PART A- DESCRIPTIVE RESEARCH

AGE BREAKDOWN
◉ Visitors in the age bracket 18-24 provide a good revenue but a lesser conversion rate
◉ Visitors in the age bracket 25-34 provide us with the highest revenue generation along with a decent conversion rate.

GENDER BREAKDOWN
◉ Females although provide a low conversion rate but provide almost double the revenue as compared to males.

GEOGRAPHICAL BREAKDOWN
◉ Karnataka provides maximum highest revenue and maximum conversion rate.

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 NEW Vs. RETURNING USERS
◉ Returning users are more as compared to the new users visiting the website.
◉ The returning users provide better revenue as well as a better conversion rate as compared to the new users.

SOCIAL MEDIA BREAKDOWN

◉ Conversion value of Facebook is maximum followed by Instagram stories.

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  CHANNELS DRIVING ENGAGEMENT
WEBSITE Instagram Facebook Twitter You Tube LinkedIn
122 K
Max
988 K 1.7 M 21.5 K Subscribers 95.2 K
Fashion 562 Videos
929 K
Myntra 2.8 M 5.4 M 654.6 K Subscribers 897 K
4.2 K Videos
373 K
Ajio 1.2 M 1.7 M 19.8 K Subscribers 129 K
262 Videos
36.6 K
Pantaloons 465 K 2.3 M 37.8 K Subscribers 48.7 K
336 Videos
9.57 K
Westside 555 K 685 K 11.5 K Subscribers 65.2 K
395 Videos
14.9 K
Shoppers
498 K 10 M 146 K Subscribers 134 K
Stop 481 videos
3.52 K
Hopscotch 793 K 2.2 M 3716 Subscribers 15.2 K
72 Videos
22.5 K
Firstcry 746 K 2.1 M 8666 Subscribers 41 K
1.2 K Videos

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 PART B- DESCRIPTIVE RESEARCH

What has kept you from completing the purchase / What do you
think Max should work on to improve its website experience?

Which category(s) would you prefer to shop from the website?

MAX SHOULD WORK % PERCENTAGE
RESPONSE
ON RESPONSE
Product Visibility 78 37.1%
CATEGORY % PERCENTAGE Range of products 120 57.1%
RESPONSE
PREFERENCE RESPONSE
User Interface 58 27.6%

WOMEN’S WEAR 114 54.3% Product Images 34 16.2%

MEN’S WEAR 116 55.2% Product description 52 24.8%

Filter and sorting option 62 29.5%

KID’S WEAR 40 19%
Complementary product
46 21.9%
FOOTWEAR 58 27.6% suggestion

Return Policy 50 23.8%

ACCESSORIES 48 22.9%
8 No. of Customer reviews 52 24.8%
NONE 3.8%
Customer support 38 18.1%
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Checkout process 20 9.5%
 Please rate the website’s user interface of following companies (1
being lowest and 5 being highest)

Which website(s) do you prefer while shopping? COMPANY AVERAGE RATING

Myntra 4.12
H&M 3.79
  Myntra Max Fashion Nykaa 3.4
Kid’s wear 45.7% 28.5% First cry 3.28
Men’s wear 64.7% 20.9% Ajio 3.27
Women’s wear 71.4% 25.7% Westside 3.19
Footwear 67.6% 21.9% Pantaloons 3.14
Accessories 56.1% 20% Lifestyle 3.05
Max Fashion 3.02
Shoppers Stop 2.98
Asos 2.87
Hopscotch 2.87

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Please select your level of agreement to the following questions
 
considering Max's website VARIABLES n MEAN VARIANCE α P- VALUE
 
LEVEL OF AGREEMENT Website is visually
appealing 210 3.7 0.82 0.05 0.001
Strongly Agree Agree Neither Agree Nor Disagree  
Disagree Strongly Disagree Individual Pages
124 116 110 210 3.62 0.77 0.05 3.50057E-05
106
86 are well designed
50 62 58 58
26 42 26 26 38  
8 10 22 16 6 14 2 14 2 18 10
 
Smooth Navigation 210 3.66 0.66 0.05 6.02E-05
 
The content of the
website is easily
210 3.68 0.65 0.05 0.0001
comprehendible
 
Product detail page  
met my  
210 3.59 1.07 0.05 9.71E-05
expectations
   
116 High quality
96 102 product Images
210 3.79 0.85 0.05 0.02
88
60 68 Checkout process
42 50 52 is seamless 210 3.65 0.85 0.05 0.0007
38 38 36
10 8 12 6 12  
0 2 4
Responsive
customer care
210 3.76 0.70 0.05 0.004
service
 
Hassle free
210 3.91 0.69 0.05 0.29
transactions

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 Which product image according to you is better?

How Important are the following factors in your decision to

purchase online?

Very Important Important Neutral

Not Important Not at all Important
140 148
134
122

66
58 58 52
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4 10 8 6 PRODUCT % PERCENTAGE
0 0 0 2 2 2 2 RESPONSE
IMAGE RESPONSE
Information about Product Portfolio Special offers/ Authenticity
the company discounts (Guarantee/ A 110 52%
Warantee) B 46 22%
C 34 16%
D 20 10%
GRAND TOTAL 210 100%

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 If you could add/ change one thing about the website,
what would it be?

◉ Auto suggestion ◉ Filters

Are there any features on maxfashion.in that you
don’t find helpful? ◉ Loyalty points ◉ Navigation
◉ Better user Interface ◉ Website theme
◉ Key search ◉ Selling Price ◉ User friendly layout
◉ Jumping directly to cart after selecting one product ◉ Product Image quality
◉ Max has my email id, still they don't send ◉ Range of products
notifications regarding new collections or new
arrivals. ◉ Make more eye- appealing

◉ UI and overall theme ◉ Notifications about new arrivals

◉ Website appearance ◉ Page transitions animations

◉ Make more eye- appealing
◉ Showcase of latest products
◉ Build a more dynamic website with a solid and non-
compromising theme spread over all products
◉ Product visibility and classification

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How likely is it that you would recommend the website to a friend, family or colleague? (1 being Not at
all likely, 5 being extremely likely)

RECOMMENDATI % PERCENTAGE
RESPONSE
ON OF WEBSITE RESPONSE
1 4 2%
Mean 3.62
2 14 7.1%
Variance 0.76
3 72 30.3%
α 0.05
4 94 47.5%
P Value 4.95E-05
5 26 13.1%
GRAND TOTAL 210 100%

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 FINDINGS

◉ Females provide a low conversion rate but provide almost double the revenue as compared to males.
◉ The returning users provide better revenue as well as a better conversion rate as compared to the new users.
◉ Conversion value of Facebook is maximum followed by Instagram stories.
◉ The most preferred category is men’s category (55.2) and women’s (54.3%)
◉ Around 15% of respondents found Max’s website as dull and cluttered.
◉ Most of the respondents feel Max should work on its range of products, user- interface and various website elements like product
Image, product description, filter and sorting option, complementary product suggestion, return policy, Number of customer
reviews, customer support and checkout processes.
◉ Myntra received highest rating of 4.12 among H&M, Nykaa, Firstcry, Ajio, Westside, Pantaloons, Lifestyle, Maxfashio, Shoppers stop,
Asos, Hopscotch.
◉ Parameters related to user Interface of Max fashion like website is visually appealing, pages are well designed, content of the website,
product details and etc. have significant impact.
◉ Parameters like information about the company, supplementary Information, products offerings and etc. are very important aspects.
◉ Myntra’s product Image was considered better among product images of Pantaloons, Ajio, Max and pantaloons.

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 RECOMMENDATIONS
◉ Cataloguing can be improved to provide proper information about the products and avoid confusion.
◉ In order to increase customer engagement, max should add complementary products on its basket page so that customers can buy
more. This will ultimately help in increasing its sales.
◉ Offer incentives and loyalty rewards to customers for adding reviews (Example: Have you used this product yet? Write a review
and earn 100 reward points.)
◉ Highlighting limited numbers of stock available. If the item is running out of stock, the customer is more likely to take action.
◉ Max can add the feature “Fit Assistant”. Customer’s past purchase history to automatically recommend which size customers might
need in a product.
◉ With Facebook topping the chart, max need to focus more on Instagram stories to spread marketing awareness, as they take up the
number 2 spot on the list.
◉ Push notifications must be frequently used so that customers can visit the site and make the purchase.
◉ xyz% off on your 1st purchase/2nd purchase/ free delivery on the first order for new visitors
◉ Approach to email marketing for both new and returning customers
◉ “Subscribe and enjoy xyz% off on purchase above xyz”
◉ Get first hand access to offers and deals by signing up
◉ Coupon code to avail xyz % off on your next purchase”

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 BIBLIOGRAPHY

◉ There is a need to work on product Image, product description, filter and sorting option, complementary
product suggestion, return policy, Number of customer reviews, customer support and checkout processes
in order to increase customer engagement.
◉ The optimization of the check-out process should be made.
◉ Efforts should be made to automate email marketing to retain customers to become repeat customers.

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 REFERENCES

◉ Mbaskool. mbaskool. Retrieved February 20, 2022, from www.mbaskool.com:

http://www.mbaskool.com/business-concepts/Adjusting-bounce-rate-in-google-analytics.html
◉ UK Essays. (2015, March 23). ukessays. Retrieved March 02, 2022, from www.ukessays.com:
https://www.ukessays.com/essays/marketing/how-accelerated-mobile-pages-affect-seo.php
◉ Duff, V. Small Business. Retrieved February 15, 2022, from smallbusiness.chron.com:
http://smallbusiness.chron.com/conversion-rate-optimization-importance-81813.html
◉ Edwardlowe. (2017). edwardlowe. Retrieved February 18, 2022, from edwardlowe.org/:
http://edwardlowe.org/why-cro-is-important-for-ecommerce/
◉ Landmark. (2022, March 28). Retrieved from Landmark Group:http
://www.landmarkgroup.com/about-landmark/our-businesses.php
◉ Maxfashion. (2022, April 28). Retrieved from Maxfashion http://maxfashion.in

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THANK YOU