Challenge 01
Conversion rate stuck at 0.96% — high traffic, strong product, but the website was losing buyers at every step of the funnel.
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Conversion Rate Optimisation
Medkart — 104% Conversion Uplift for West India's Largest Generic Pharmacy Chain
How Linearloop turned Medkart's underperforming e-commerce site into a data-driven conversion engine — through a 17-month CRO programme, full UI/UX redesign, GA4 implementation, and 50+ structured experiments.
CRO
UI/UX Redesign
GA4 + GTM
Shopify
Looker Studio
Heatmaps
104%
Conversion rate increase — 0.96% to 1.96% over 17 months
50+
Micro and macro experiments run across the purchase funnel
30+
Custom GA4 events tracking the full user journey
The Result in One Number
From ₹5L to ₹20L per month in digital revenue.
×4
Digital revenue grew 4X over the engagement
Medkart's monthly digital business went from ₹5 lakh to ₹20 lakh — driven entirely by conversion improvement, not traffic growth. Same visitors. Better experience. Measurably more orders.
Conversion rate trajectory — Feb 2024 to Mar 2025
0.96%
Feb 2024
Baseline
~1.1%
Q2 2024
Audit + redesign
~1.4%
Q3 2024
GA4 + experiments
~1.7%
Q4 2024
Iteration
1.96%
As of Mar 2025
104% improvement across 17 months of structured CRO experiments
The Platform
What Medkart looks like today.
Homepage — Redesigned hero, search, and category navigation
medkart.in
Live site · 1.96% CVR
Redesigned homepage — structured category navigation, three-CTA hero, and savings messaging front and centre.
Product listing — savings percentage prominent, trust signals inline, streamlined add-to-cart
medkart.in/core-products/top-trending
Product listing with discount % prominent, trust badges inline, and add-to-cart reduced to one tap.
Compare medicines tool — converting hesitant buyers before they drop off
medkart.in/compare-medicines
Medicine comparison tool — turns Medkart's core value proposition into a direct add-to-cart driver.
Social proof at scale — 10L+ customers, 75L+ orders
Social proof block placed strategically in the funnel — numbers that close the trust gap for first-time buyers.
The Problem Space
What was holding Medkart's conversion back?
Challenge 02
No behavioral data — no GA4, no heatmaps, no funnel visibility — every decision was being made without evidence.
Challenge 03
UI and UX not optimised for mobile-first generic medicine buyers — friction at search, product listing, and checkout.
Challenge 04
No mechanism to show buyers their savings versus branded equivalents — the core value proposition was invisible in the journey.
We didn't rebuild everything from scratch. We studied how users behaved, understood where they were dropping off, and fixed those friction points one by one. And that's what doubled the conversion rate.
Making a Difference
How Linearloop helped
Conversion rate
Before
Conversion at 0.96%. No data on where buyers were dropping off. Decisions made on instinct, not evidence.
After
Conversion at 1.96% — a 104% improvement across 17 months of structured CRO experiments and phased design implementation.
Analytics & tracking
Before
No GA4 in place. The shift from Universal Analytics left the team blind to funnel performance and user segments.
After
GA4 fully implemented via GTM with 30+ custom events — View Item, Add to Cart, Begin Checkout, Purchase — giving complete funnel visibility.
UI/UX design
Before
UI designed without a mobile-first lens. Buyer behaviour was not reflected in the product listing or checkout experience.
After
Full UI/UX redesign of the Shopify site — mobile-optimised product listing, streamlined checkout, improved visual hierarchy throughout.
Value proposition
Before
The savings proposition was buried. Buyers couldn't easily compare branded versus generic — Medkart's core value was not converting.
After
Medicine comparison tool built and made prominent — converting hesitant buyers by surfacing savings before they add to cart.
GA4 + GTMLooker StudioHeatmapsShopifyCompare tool
Our Process
Three phases. Seventeen months. One number that doubled.
Phase 1 — UX audit
Heuristic analysis, scroll maps, heatmaps, and stakeholder interviews to identify where and why buyers were dropping off.
Phase 1 — Redesign
Full UI/UX redesign of the Shopify site — mobile-first, visual hierarchy improvements, and streamlined checkout flow.
Phase 2 — GA4 implementation
Custom event schema with 30+ tracked events built via GTM — full funnel visibility from landing page to purchase.
Phase 2 — Dashboards
Looker Studio dashboards for stakeholder reporting — product-level conversion, drop-off analysis, user segments.
Phase 3 — Experimentation
50+ micro and macro experiments run across the funnel — each informed by GA4 data and behavioral analysis, not assumptions.
Ongoing Iteration
Stayed involved for the full 17 months — each experiment feeding the next, compounding improvement across the engagement.
What Customers Say
The proof is in the reviews.
“I obtained my mother's monthly medications from this place and enjoyed a significant 55%+ discount, a notable difference compared to other pharmacies that offer only 10-15% discounts.”
Himanshu Jadia · Vapi
“Every visit to Medkart means saving a substantial 45-55%, a remarkable difference from other typical pharmacies. For me, nothing is more important than maximizing savings.”
Shruti Patel · Surat
“I am a fan of the Medkart website! It's a one-stop destination for all health-related needs. Their delivery is consistently prompt, and their customer service is excellent.”
Jignesh Patel · Ahmedabad
What we delivered
Four capabilities that moved the conversion needle.
Capability 01
Full UI/UX redesign
End-to-end redesign of the Shopify site — mobile-first product listing, improved visual hierarchy, and a checkout flow built around real buyer behavior data.
Capability 02
GA4 event tracking system
30+ custom events via GTM covering the full funnel — with Looker Studio dashboards for ongoing product-level conversion and drop-off visibility.
Capability 03
CRO experimentation programme
50+ structured experiments across 17 months — each grounded in heatmap data, scroll maps, and GA4 funnel analysis rather than assumptions.
Capability 04
Medicine comparison tool
A purpose-built conversion tool surfacing branded versus generic price comparisons inline — turning Medkart's core value proposition into a direct add-to-cart driver.