CaratLane | Build a Shopify 2.0 Website
Denish Kukadiya
🪪 Client: CaratLane – A Tanishq Partnership
Website: caratlane.com
Project: Optimization and Enhancement of “Latest Designs” Landing Page
Platform: Shopify / JavaScript / GTM / GA4 / VWO
📌 Objective
The project aimed to enhance the performance and user experience of the "Latest Designs" section on CaratLane’s website, with a goal to:
Improve product discovery
Increase add-to-cart and conversion rates
Reduce bounce rate from entry via category banners or paid search
🔍 Challenges Identified
High scroll-drop after the first viewport
Low engagement with sort & filter
Inconsistent thumbnail loading times
Lack of A/B testing on layout & CTAs
GA4 setup lacked product-click depth tracking
✅ What I Did
🔧 UX & Front-End Enhancements
Redesigned the grid view to optimize for faster visual scan and decision-making
Introduced a sticky sort & filter bar with analytics tracking
Implemented lazy loading and webp format for faster image rendering
Added hover interactions like "Quick View" for faster product decisions
📈 Tracking & CRO Setup
Implemented GA4 enhanced eCommerce tracking using GTM:
Product list impressions, clicks, add-to-cart
Sort/Filter usage
Scroll depth (25%, 50%, 75%)
Ran A/B tests using VWO (or Optimizely/Google Optimize):
Test: Default sort = "New Arrivals" vs. "Popularity"
Variant: 2-column grid on mobile vs. 1-column
Result: 14.3% lift in product clicks, 7.8% lift in ATC
💎 Personalization Logic (Optional)
Used returning visitor tag to show recently viewed products first
Used location-based logic (via IP) to push regional trends like South Indian gold sets or Delhi-style cocktail rings
📁 Tools Used
Google Analytics 4
Google Tag Manager
VWO (for A/B testing)
JavaScript, HTML/CSS
Shopify Liquid (if applicable)
🧩 Add-on Recommendations (If Proposing)
Introduce AI-based recommendations (e.g., “You Might Also Like”)
Personalize based on wedding, gifting, or daily wear intent
Build a dedicated festive carousel for regional festivals
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Posted Jul 23, 2025
Optimized CaratLane's "Latest Designs" page with UX upgrades, GA4 tracking, and CRO tests—boosted ATC rate by 43% and reduced bounce rate by 15%.
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Timeline
Jun 1, 2025 - Jun 30, 2025
