Scribd
Upload
222 views13 pages

Digital Marketing - Pharmeasy

1. The document discusses web analytics data from Medfirst India, an online pharmacy startup. It found that revenue and conversion rates were low, with few visitors making purchases. 2. Promotion was identified as an area needing improvement, as visitors were not engaging beyond browsing product pages. The target audience also seemed not properly identified. 3. Recommendations included improving promotion through doctors endorsements, cause marketing, and focusing promotions on older target users who were underrepresented compared to younger users. Streamlining the user experience from landing to purchase was also suggested.

Uploaded by

Vignesh Pemmasani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
222 views13 pages

Digital Marketing - Pharmeasy

1. The document discusses web analytics data from Medfirst India, an online pharmacy startup. It found that revenue and conversion rates were low, with few visitors making purchases. 2. Promotion was identified as an area needing improvement, as visitors were not engaging beyond browsing product pages. The target audience also seemed not properly identified. 3. Recommendations included improving promotion through doctors endorsements, cause marketing, and focusing promotions on older target users who were underrepresented compared to younger users. Streamlining the user experience from landing to purchase was also suggested.

Uploaded by

Vignesh Pemmasani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 13

MEDFIRST INDIA

Team –

1. Kharthigeyan ps - FX20020
2. Praveen - FX20026
3. Vignesh P - FX20046
4. Vignesh V - FX20047
MEDFIRST INDIA - Context

• It was a start-up started to provide medicines to the people using online


• This web analytics was used to find out the number of people utilizing the web pages and how people have responded based on searches, bounce rate
etc
• The revenue and the conversation rate is directly proportional. In this context the visitors going to the website, going to the landing page and how they
are proceeding further decides the transaction
• The speed of the page, the expected medicines during their search helps to move forward. In some cases other pages also leads to the landing page of
this particular website.
• The analytics also clear shows how visitors go to the first page and not gone beyond the cart page. This clearly explains visitors some of the company’s
cultural tradition were male - oriented.

SELECTION OF THE P’s


• The visitors who have used the page has not found the website more promoting
• We have taken promotion as the factors which needs to be improved
• From the available data it is clear that people are not going beyond the cart portion as they are not promoting their product
• Many visitors have been directed to the Medfirst webpage by searching other websites. They were not searching for Medfirst
• The target audience have not been identified properly to promote the product and the ads were not attracting the web surfers
Learnings and Changes Recommended

• How a webpage is important for a company to grow. Online marketing is important including the store sales.
• Making Judgement through statistics
• Promotion is important with other facts and parameters
• Conversion rate what we had seen in this example is 0.49% which is way below the industry standards of an any e commerce players which
calls for lot of promotional activities/changes

Require some Radical Changes- Few listed below


• Have some promotional features embedded to the whole process for the following reason
• Retaining the existing customer is very important for Med First as we see the sessions with transaction % is 0.21% for existing clients Vs
0.02% of a new customer
• Feedback of the customers is missing which can also be a part of their digital campaign which would make the customers interact/engage
more with the company and products
• Referral % is very poor which can be increased by engaging the existing customers and making them the brand ambassadors as word of mouth
is more effective
• Have some doctors on the platform to endorse the brand Med first which would impart confidence in buyers and also engage them in doing
some pep talks on Health related issues
• Also add an element of cause marketing to the overall scheme of things and try and tie up with some related NGO’s which adds an emotional
angle to the buying process
Zero down the issues
Taking a maco picture, we have refined two major factors that is deteriorating the sales.
1.Shopping Behaviour - ProductLanding to Transaction 2.Demographics - Age factors

Shopping behaviour
Let’s take a look at the decline in transactions from shopping behaviour to product check out
Demographics - Shifting your Target market
Action Plan

Re-focus the
target audience

Enhance your
product map
Points of Plan
Problem: Bounce rate is way too high.
• 1.83 % of the sessions are cut out even without entering the product categories.
• 2.93% of the people close their page entering the product category but not adding to the cart.

Immediate action of plan:


• Cart addition is the problem but not the check out
• Action should remediate the user experience and increasing the customer journey .
• Ie. re-defining the web pages in a more simple fashion. ( categorising it clearly)
• Clearly mapping the product categories.
• Provide an easy flow from landing page to product availability pages.

Points of Plan-Step 2

• Improve the relevancy of the product with product categories.


• People choosing under the category “A” should not be shown the with the product category “B”. (I should not be shown
with Accu-check while searching for BP measuring meter).
• Also, tie up with third party integrators to increase the product line and availability. [people may walk out owing to
unavailability of products]
• Increase your business model in the grass root level. Instead of selling more expensive medical equipements, increase the
mdecisines / day-to-day medical products that many customers would use it frequently.
Points of Plan-Step 3

Demographics: Age : Re define your target market:

The existing business model attracts users of age 20-35 . Instead focus on targeting the older people without churning
out the youngsters.

How?

Run A/B test for user onboarding using the below steps:

● Revamp your sign up page as two options::

1. Sign up for you


2. Sign up for your elders

Many old people will find ambiguous on using the internet for buying medicines which are deemed to be the primary source for
them to be healthy.

Metrics for A/B: Increase in user base || Increase in purchase of products meant for Age 60. || New Signup’s || MAU || MRR ||
Online promoting the website using google ads and online banners

Using google ad words and using proper keyword and making the website to top the search page

Pop up banner:
Whenever a new user lands on the website, this pop up banner will appear on the website, to create interest for sign up and avail
this offer.
Generic banner:
This is a generic banner, which conveys the idea of online medicine buying and promoting the website.
This can be used in third party websites like Amazon, Flipkart, LinkedIn, Youtube etc to drive traffic to Medfirst website.
Portal banners:
Using use case banners, like targeting to be moms or some one who stays away from parents. So when a existing/new user can
be targeted on social media(FB/LinkedIn/Insta/Youtube). Specific use case banners can be used like below.

We can also based on purchased behavior send specific use case cross promotional offers to users.
Thankyou banner:
When a user makes a purchase, with invoice this message will be sent to customer to generate repeat purchase for future.

Referral banner:
To generate new leads using existing users. This can be send to existing customers using notifications, mails, Whatsapp
Thankyou

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy