Overview
In order to optimise their online selling application and deliver a superior user experience, Tanishq Jewellers, a well-known brand in the Indian jewellery sector, approached our company Madbrains Technologies LLP. Tanishq wanted to streamline their digital platform to improve user engagement, increase conversion rates, and eventually increase online sales. They have a wide variety of jewellery products and a rising consumer base. This case study will give you a total insight information and our successful work. It will also give you an idea about how we helped Tanishq to improve their mobile application’s user experience.
Context Of The Audit
what we did?
industry analysis
Growing Consumer Preference
Based on product, the market is fragmented into necklace, earrings, ring, bracelet, and others. The ring segment is projected to be the leading segment due to the rising popularity of the ring to signify or symbolize engagement and marital status. The growing customer preference for personalized items has encouraged vendors in the ring market to provide various customization options.
Indian jewelry market share 2023
Necklaces
Bracelets
Earrings
Rings
Others
Fortune Business Insights
100%
80%
60%
40%
20%
0%
2017
2018
2019
2020
2021
2022
2023
2024
End-user Analysis (Fortune Business Insights)
The jewelry industry sees strong demand from women, making them the largest consumer segment due to their preference for expressive pieces like rings, necklaces, and bridal wear that enhance beauty and status. Men’s interest is also rising, with growing demand for stylish items like bracelets and necklaces. Insights suggest focusing on rings, bridal jewelry, and targeting women as the primary audience.
Understanding User Abandonment during the Checkout Process
Cart abandonment during checkout is a major challenge in e-commerce. Common reasons include unexpected costs, complex processes, security concerns, limited payment options, and technical issues. Improving the checkout experience by simplifying steps, ensuring trust, and offering flexible payments can reduce drop-offs. Optimizing this stage is essential for boosting conversions and turning potential buyers into customers.
Reasons for Abandonments During Checkout
4.384 responses
US adults
2022
baymard.com/research
Extra costs too high (shipping, tax, fees)
48%
The site wanted me to create an account
24%
Delivery was to slow
22%
I didn’t trust the site with my credit card in
18%
Too long/complicated checkout process
17%
I couldn’t see total order cost up-front
16%
Website had errors
13%
Returns policy wasn’t satisfactory
12%
There weren’t enough payment methods
9%
The credit card was declined
4%
