Client Overview
Sandiva Skincare is an Indian D2C skincare brand that blends traditional ingredients, sandalwood, with modern science to create multi-benefit skincare products. Their portfolio focuses heavily on sun protection, including lightweight sunscreens and SPF powders designed specifically for Indian skin tones, along with serums and body lotions. This case study explores how to improve performance across the funnel and demonstrates how to increase conversion rate on ecommerce website through data-driven optimization.
The brand emphasizes simple, effective routines rooted in natural elements, and has already begun investing in performance marketing to scale online sales.
The Challenge: High Traffic, Low Conversions
Sandiva Skincare was running active ad campaigns and receiving consistent, high-quality traffic on their website. However, the business faced a critical issue:
- Users were clicking ads
- Browsing products
- Adding items to the cart
- Attempting checkout
But very few sessions were converting into actual purchases. Despite spending on ads, the return on investment remained low.
The goal was clear: “Fix the conversion rate without blindly increasing ad spend.
Our Philosophy: Diagnose Before You Prescribe
Instead of making assumptions or immediately redesigning the website, we chose a fact-driven Conversion Rate Optimization (CRO) approach.
The client already had the right tracking tools in place:
Google Ads
for traffic and funnel data
Google Analytics
for tracking performance
Microsoft Clarity
for behavioral insights
Our focus was to extract insights from existing data to identify the real blockers.
Traffic Analysis
Using Google Analytics, we analyzed:
- Traffic sources
- Device breakdown
- Funnel progression
Key insight:
A significant majority of traffic was coming from mobile devices.
This immediately highlighted mobile experience as a critical success factor.
Campaign Analysis
From Google Ads, we examined:
- Campaign performance
- High-traffic landing pages
- User intent alignment
Key insight:
Campaigns were successful at buying traffic, but landing pages were not optimized to convert that traffic into sales.
User Behavior Analysis
Using Microsoft Clarity session recordings and heatmaps, we uncovered the root cause.
- Navigation confusion on mobile
- Dead clicks and rage taps
- Friction during add-to-cart and checkout
Key insight:
Users had purchase intent, but technical issues and poor mobile UX were blocking conversions.
The Real Problem: What Was Actually Broken
After combining insights across platforms, we identified that:
- Traffic quality was not the issue
- Campaign targeting was not the issue
- Mobile UI/UX and technical friction were the primary conversion killers
This clarity allowed us to design targeted fixes instead of cosmetic changes.
The CRO Solution
Our solution focused on removing friction across the entire purchase journey, addressing key usability and experience gaps that directly impact how to increase conversion rate on ecommerce website.
Mobile-First UI/UX
- Optimized layouts for thumb-friendly navigation
- Improved spacing and readability
- Fixed broken or confusing interactions
Improved Product Discovery
- Clearer product benefits and hierarchy
- Reduced cognitive load
- Faster decision-making for users
Stronger CTAs Across the Funnel
- Clear and visible “Add to Cart” actions
- Contextual CTAs at decision points
- Reduced hesitation during purchase
Optimized Purchase Flow
- Streamlined product → cart → checkout journey
- Removed unnecessary steps
- Fixed technical issues affecting interactions
The Outcome
By applying a data-backed CRO strategy, Sandiva Skincare was able to:
- Align paid traffic with a frictionless buying experience
- Fix mobile usability issues blocking purchases
- Lay the foundation for scalable, profitable ad spend
Instead of guessing, every decision was rooted in real user behavior.
Why This Matters
Many D2C brands assume low sales mean poor ads or low-intent users. In reality, you can have great traffic and still lose revenue due to UX and technical gaps. Conversion Rate Optimization closes that gap.
Facing a Similar Problem?
If your brand is getting traffic but low sales, Seeing add-to-cart without checkouts ,Spending on ads without ROI. A CRO Audit might unlock growth without increasing ad spend.
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