Designaps Case Study Kanha Organics
E-Commerce · D2C · 2024

Kanha Organics

From broken UX to 3× conversions in 30 days. An Indian organic brand with great products and a website that was driving customers away. We rebuilt the entire purchase experience from scratch.

Industry
D2C / Organic
Platform
Webflow
Timeline
3 weeks
Team
2 designers
+3.2× Conversion Rate — 30 days post-launch
After Redesign — Product Page
🌿
Organic · Cold-Pressed
★★★★★ 4.9 (312 reviews)
₹849 ₹1,299 35% OFF
✓ FSSAI Certified
🌱 100% Organic
🚚 Free Delivery
−
1
+
♡
The Problem

Great products,
terrible experience.

Conversion Rate (Before)
1.4%
Industry average for D2C organic brands is 3–4%. Kanha was operating at less than half.
Cart Abandonment Rate
73%
Nearly 3 in 4 customers added to cart then left — the checkout flow was the primary culprit.
Avg. Checkout Time
8 min
A 6-step checkout with mandatory account creation was frustrating users into abandonment.
Three things were killing conversions
01

Cluttered product pages

Customers couldn't find key trust signals — certifications, ingredients, and reviews were buried below the fold. The add-to-cart button competed with 12 other elements.

02

Friction-heavy checkout

Six-step checkout with mandatory account creation, no guest option, and no progress indicator. Mobile users had a 91% abandonment rate at payment.

03

Mobile experience was broken

68% of traffic came from mobile, but the bounce rate was 82%. The site was desktop-first in an era where D2C purchases happen on phones.

Our Approach

Three interventions.
One purchase machine.

01
🏪
Product Page Redesign
Rebuilt the visual hierarchy from the ground up: hero image → key benefits → trust signals → add to cart. Removed 8 competing elements. Reduced cognitive load by 60% in user testing.
02
⚡
One-Click Checkout
Streamlined from 6 steps to 2. Added guest checkout, saved addresses, real-time inventory, and a visible progress indicator. Average checkout time dropped from 8 minutes to 90 seconds.
03
📱
Mobile-First Experience
Rebuilt the entire site mobile-first. Sticky add-to-cart bar, thumb-friendly 48px tap targets, progressive image loading, and a bottom-sheet cart that doesn't interrupt browsing.
Design Execution

Every screen built
to convert.

Product Page

Hierarchy that sells

The old product page buried trust signals and placed the add-to-cart below three promotional banners. We rebuilt it around a single visual hierarchy: desire → trust → action.
Key insight: User testing revealed customers needed certifications (FSSAI, organic) before they'd commit to adding. We moved these directly under the price — conversions rose 40% in A/B testing before full launch.
  • Full-bleed product photography with zoom on hover
  • Trust badges row directly below price — above the fold on all devices
  • Ingredient highlights with expandable detail panel
  • Sticky add-to-cart on mobile — always one tap away
🌿
₹849 ₹1,299
Mobile Cart

Checkout in 2 steps

The original checkout had 6 screens, mandatory registration, and a payment form that timed out on slow connections. We rebuilt it as a 2-step flow with guest checkout and saved address detection.
The shift: By eliminating mandatory account creation and reducing the flow from 6 steps to 2, cart abandonment dropped from 73% to 24%.
  • Guest checkout as the default, account optional
  • Auto-detect address for returning visitors
  • Real-time stock indicator to create urgency without dark patterns
  • Payment progress bar — users know exactly where they are
Your Cart 3 items
₹849
₹499
₹349
Total (incl. tax) ₹1,697
🔒
The Results

3× conversions.
30 days.

↑ Increased
+3.2×
Conversion Rate
1.4% → 4.5%
↓ Reduced
−67%
Cart Abandonment
73% → 24%
↑ Increased
+140%
Mobile Revenue
within 45 days
Before Redesign Before
Conversion Rate1.4%
Cart Abandonment73%
Avg. Checkout Time8 min
Mobile Bounce Rate82%
After Redesign After
Conversion Rate4.5%
Cart Abandonment24%
Avg. Checkout Time90 sec
Mobile Bounce Rate31%
"The team understood that we didn't just need a redesign — we needed a purchase machine. Designaps turned our website from a liability into our best salesperson."
PM
Priya Mehta
Founder, Kanha Organics · Mumbai 🇮🇳

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