How Bloom Organics tripled Shopify conversion rate and added ₹70L in monthly revenue
A bootstrapped D2C brand had stalled at 1.1% Shopify conversion rate for nearly a year. We ran a full CRO programme across checkout, PDP, and lifecycle email — revenue compounded without a single extra rupee on paid.
The challenge
Bloom Organics had a loyal customer base, strong reviews on Amazon and Nykaa, and a respectable ₹2.2 crore monthly GMV on their Shopify site. But the unit economics were tight. Conversion rate had been flat at 1.1% for 11 straight months while paid CAC on Meta had nearly doubled. The founder was close to cutting product categories to simplify operations.
A proper audit revealed the problem was not traffic quality — it was site experience. Mobile checkout had a six-field address form that demanded pincode first, and 34% of users who reached the first field never reached the second. Product pages loaded the ingredients accordion collapsed by default, which is exactly the information most first-time buyers wanted before trusting a skincare brand. Post-purchase email was a single generic 'thanks for your order' with no next-product nudge — so repeat-purchase rate sat at 11% against a category norm of 28%.
The hypothesis was straightforward. The store was losing money between the click and the confirmation, not at the top of the funnel.
Our approach
Phase 1 — Research and instrumentation (weeks 1-3)
We installed Microsoft Clarity alongside GA4, ran session replays on 400 abandonments, and fielded a 12-question post-abandonment survey to customers who left items in cart. Three themes dominated: shipping uncertainty, ingredient trust, and skin-type matching anxiety.
Phase 2 — Checkout rebuild and PDP surgery (weeks 4-10)
Checkout moved to a single-page Shopify layout with pincode auto-lookup, default cash-on-delivery enabled, and live delivery date shown on the cart page. PDPs got an expanded-by-default ingredients block, a skin-type selector that filtered reviews, and a 'first-time buyer' trust bar with certifications and return policy.
Phase 3 — Lifecycle email and WhatsApp programme (weeks 8-16)
We built seven flows in Klaviyo — abandoned cart (3-email), abandoned checkout (2-email + WhatsApp), post-purchase education (5-email over 45 days), replenishment reminders keyed to SKU-level consumption cycles, winback at 90 days, and two VIP flows. WhatsApp utility messages were added via Interakt for order confirmations and replenishment.
Phase 4 — Iterative A/B testing at scale (weeks 10-24)
We ran 14 A/B tests — winners deployed, losers documented. Biggest wins were a 'free shipping at ₹799' bar (+14% AOV), a skin-quiz-to-cart flow for new visitors (+31% first-session conversion), and a post-review upsell block on the thank-you page (+9% repeat-purchase).
The results
Month 6 rolling 30-day average.
Same paid budget, same traffic volume.
Free-shipping threshold and bundle recommendations.
Lifecycle email + replenishment WhatsApp.
Largest single lift came from address-form fix.
Higher site CVR made the same ads profitable.
“Our Shopify conversion rate had been stuck under 1.2% for almost a year. Digitaso ran a proper CRO programme across checkout, PDPs and email — six months in we are at 3.6% and have added roughly ₹70L in monthly revenue without increasing paid spend.”
What we got wrong — and what we'd do differently
We got the skin-quiz flow wrong the first time. Our initial version had nine questions and a multi-step results page — conversion on that path was worse than the control by 6%. We rebuilt it as three questions with an immediate product recommendation and a soft email-capture on the results page, and it started outperforming. A good reminder that CRO work has to respect attention budget, especially on mobile where our users live.
One thing that did not work at all was the video product demos we shot for the top five SKUs. They added page weight, slowed LCP from 2.1s to 3.4s on 3G, and had negligible measured impact on conversion. We pulled them and replaced with static benefit-led imagery. Sometimes the safe play wins.
Services used in this engagement
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