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Dr. Vaidya: A sneak peek into the past
Just hearing the name Dr. Vaidya’s brings to mind a legacy of nearly 150 years in Indian herbal medicine. Their contribution to the field remains unmatched and enduring. The brand’s dedicated research in Ayurvedic health products has carved a legacy of its own. The story dates back to 1850, when Hakimchand Vaid, a traveling Vaid from Ahmedabad, began the family’s journey with Ayurveda. As they beautifully put it, the best thing about a legacy is that it flows onward, like a brook emerging from the hills.
Similarly, over time, advancements kept occurring with fresh minds coming up and it was ultimately in the year 2016, that Dr. Vaidya’s: The New Age Ayurveda was established by Arjun Vaidya. With the further enhancements in the technology, Dr. Vaidya’s flourished and successfully made a place for themselves in the Ayurveda e-commerce ecosystem by the year 2020. This made them the first successful and the largest Direct-to-Consumer (D2C) brand in the Ayurveda Industry.
Goenkas acquired Dr. Vaidya’s
It was around the year 2018 that Dr. Vaidya’s was acquired by RP Sanjiv Goenka Group and as a result, it became India’s first successful D2C exit. By this time, they had efficiently created a name and space for themselves in the eCommerce world and were able to handle around 4k orders per day. It was around the same time that they witnessed huge sales and consumption of their products.
Dr. Vaidya’s and FarziEngineer shake hands
With the rapid growth of the eCommerce industry and rising consumer demands, Dr. Vaidya’s turned to FarziEngineer for technical support. The partnership began with a focus on Conversion Rate Optimization (CRO), a task the FarziEngineer team executed exceptionally well. Their next priority was server management during high-demand periods, especially during sales. The team’s main goal was to ensure website stability and performance, even when traffic spiked and the site risked slowing down.
Issues resolved by FarziEngineer
In order to improve on the Customer Rate Optimization, the team of FarziEngineer began with reading the customer’s behavior while they were exploring the website. Based on this, the customer funnel was created. To be exact, this tells us the route that a customer is expected to follow in terms of web pages while on the website. This involves the path like search button, add to cart, checkout page, and then submission of the reviews. This enables us to comprehend customer behavior. There might be some instances where the drop is 60-70% at the ‘Add to cart’ page which means that a user might just add the items to the cart and then close their session.
After the creation of the funnel, the next step was to understand the possible reasons due to which the drop might be taking place. The team identified methods to address the drop and implemented the most effective solution.
The engagement under the FarziEngineer`s microscope
Just like studying customer behavior, one of the crucial pieces of work is to identify the areas which show significant customer engagement. The team takes action to maintain and, in some cases, enhance the quality of key areas that drive engagement.
AB testing was another chore at hand. The team analysed multiple offers to identify which ones engaged customers the most. Based on the findings, they either selected a single offer or combined several to maximize the conversion rate. The team of FarziEngineer was without a doubt, able to boost the conversion rate for the website of Dr. Vaidya’s by almost 10-15%.
The overall experience
Talking about their experience with Dr. Vaidya’s, the FarziEngineer team shared that working with co-founders Arjun Vaidya and Trisha Rajani Vaidya was truly inspiring. They found both to be deeply data-driven, highly supportive, and fully invested in every step of the process. The team admired their dedication and called them the best D2C co-founders they’ve ever worked with. Backed by nearly 150 years of Ayurvedic expertise, the duo continues to make ‘New Age Ayurveda’ accessible to today’s consumers.
Tags: Customer Rate Optimization, ecommerce website, FarziEngineer
