Sanfe Increases Checkout Conversions By 36% Using GoKwik
ABOUT
Lowers Overall RTO Percentage From 34% to ~10%
HQ
India
INDUSTRY
Health & Wellness
About Sanfe
Founded in 2018, Sanfe is a leading women’s body care brand that has revolutionised this very industry. In a span of half a decade, Sanfe has carved a niche for its products amid the masses by offering a range of products that prioritise comfort, convenience, and hygiene. Sanfe’s diverse line encompasses various essential items that emphasise optimal female health.
What sets Sanfe apart is its dedication to building awareness and promoting open conversations around women's health. It also lays much emphasis on sustainability and eco-friendliness and strives to make a positive impact on both women and the environment. As a champion in women’s body health, Sanfe stands as an indispensable ally for women, supporting them through every stage of life with reliable, safe, and socially conscious products.
The Problem Statement
Sanfe has been serving the Indian market for almost half a decade now. It primarily sells its vast variety of women’s health & hygiene products via multiple channels, including offline stores, marketplaces, and its own D2C website.
While the health and hygiene brand has witnessed steady growth in its overall business sales since its inception, the channel split, however, was quite distorted. Sanfe’s team observed that offline channels and marketplaces were contributing to the brand’s maximum sales and also consuming a significant chunk of their profits as part of the commission.
Meanwhile, their direct-to-consumer website sat in the back seat. There were many reasons behind it, such as,
Sanfe has been serving the Indian market for almost half a decade now. It primarily sells its vast variety of women’s health & hygiene products via multiple channels, including offline stores, marketplaces, and its own D2C website. While the health and hygiene brand has witnessed steady growth in its overall business sales since its inception, the channel split, however, was quite distorted. Sanfe’s team observed that offline channels and marketplaces were contributing to the brand’s maximum sales and also consuming a significant chunk of their profits as part of the commission. Meanwhile, their direct-to-consumer website sat in the back seat. There were many reasons behind it, such as,
- Lengthy checkout process
- Low dissemination of product use knowledge
- High cash-on-delivery (COD) orders and resulting high return-to-origin (RTO) rate
- Solve the persisting problems
- Increase the number of conversions from its D2C website
- Increase brand trust in the market
- Reduce RTO rate
Solution: The Solution
After much analysis, GoKwik implemented the following solutions on Sanfe’s website to tackle the above-mentioned challenges.
KwikCheckout - One-click Checkout That Actually Converts
A one-of-a-kind solution, KwikCheckout powered by GoKwik, helps simplify the entire checkout process - from login to payment. It did the same for Sanfe.
1. Popup Checkout Window
Unlike Sanfe’s previous checkout system where buyers were redirected to multiple pages to complete the process, GoKwik’s popup checkout enables shoppers to place orders while staying on the popup itself.2. Quick Verification
Being one of the most critical stages of the entire checkout process, KwikCheckout gave shoppers a convenient way to log in.
- Mobile Verification - Simply enter a registered mobile number followed by a one-time password (OTP) to verify and login
- Truecaller Authentication - Truecaller identified the shopper’s phone number and enabled one-tap login
- Single-sign-on (SSO) Login - Helps shoppers on the GoKwik network to automatically stay logged in across all of GoKwik’s partner brands, including Sanfe
GoKwik eliminated the entire account creation hassle for order placement.
3. Smart Address Pre-fill, Addition & Automation
Owing to its vast data network of 100 million+ shoppers, GoKwik automatically pre-filled a shopper’s last two used addresses on the panel. This reduced the need for shoppers to enter their address details again. They could simply select one and move on in their checkout journey. Shoppers could also edit or delete an old address at their convenience.
Moreover, GoKwik also simplified the new address addition process by strategically auto-filling 40% of the information through pincode detection. This further aided in improving the checkout process.
4. Efficient Payment Engine
To reduce drop-offs at the last stage or the payments stage, GoKwik embedded its comprehensive payment stack or KwikPay. It offered shoppers the widest range of payment options to choose from and seamlessly complete their purchase.
Besides streamlining Sanfe’s checkout process, GoKwik also implemented its RTO protection engine, Smart COD Suite.
Smart COD Suite
Backed by artificial intelligence and machine learning, this risk intelligence model serves highly beneficial in:
- Analyzing and authenticating genuine shoppers by studying their behavior across 200+ parameters
- Raising red flags against high-risk shoppers (those with low-buying intent)
- Implementing many necessary interventions to weed out bad traffic and reduce the risk of RTOs
- Detecting inconsistencies such as fake orders, incorrect addresses, etc.
- Implementing necessary interventions at various stages to minimize the brand’s RTO rate
- Blocking cash-on-delivery as a payment option for high-risk shoppers
- Implementing fees on COD orders and offering discounts on prepaid payment methods to encourage prepaid share of the wallet
- Using Captcha and reCaptcha to keep bots and scripts at bay
- Leveraging Prompts to mitigate impulse buyings
Besides these interventions, GoKwik also implemented its flagship payment-led intervention called Partial COD which allowed shoppers to pay a portion of their cart value via a prepaid payment method and the rest in cash at the time of delivery.
The Result
After successfully implementing a series of features both on Sanfe’s frontend and backend panel, the brand witnessed the following results:
- Clocking an average 36% checkout conversion rate (month-on-month)
- Increased prepaid conversion to 70% versus 30% COD conversion
- Reduced high-risk shoppers by 60.28%
- Reduced COD-led RTO% by 42.22%
- Lowered the overall RTO% from 34% to ~10%
- Improved Return-on-ad-spend (ROAS) net of RTO and cancellation from 1.7 to 2.3
The GoKwik Assurance
GoKwik is dedicated to building effective and efficient solutions for eCommerce brands that help address many different problem statements of the Indian D2C brands. We also plan to scale our interventions with Sanfe and build custom features for the brand to help them increase their conversions, and reduce the RTO percentage, and overall business revenue.
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