Onboarding Project | Melorra

• Melorra, an Indian D2C brand, styles gold jewellery for the contemporary wardrobe. It draws inspiration from global fashion trends, offering designs that are both stylish and affordable.
• Marketing Pitch💡Everyday Contemporary Jewellery
• Disruption : In India, most gold jewellery is treated as a purchase for weddings and special occasions, and investment, which makes these lovely pieces spend most of their time in lockers. Melorra disrupted the traditional concept of gold jewellery and came up with the idea to design jewellery for women's casual wear, work wear and party wear.
• Jewellery Details: Its gold jewellery is available in all shades of gold – yellow, white and rose. Their pieces are crafted from 22K, 18K, 14k gold. Their jewellery pieces also feature gemstones, ruby, sapphire, emerald and aquamarine.
• Public Image : It is known as the "Zara of the jewellery world" because of its successful implementation of the fast fashion concept. It rolls out a new collection every week, featuring 75 designs inspired by global trends.
• Expansion in Men Category: It started out as a women centric brand and continued to do so till 2022 but it expanded into men's jewellery to cater to the growing demand for stylish and affordable jewellery among men.
• It delivers to all 718 districts of India and every pin code, ensuring nationwide coverage.
• Recent Funding It recently had raised $16 million in a recent Series D funding round.
• Growth: The brand has recorded a remarkable 200% CAGR even during the pandemic and aims to touch $1 billion in turnover by 2026.
• Shraddha Kapoor as Brand Ambassador: Melorra's marketing pitch through Shraddha Kapoor effectively communicates the brand's unique value proposition and appeals to the target audience of young, fashion-conscious women who want to wear gold jewellry every day.
• Omni-channel Presence: While It is a digital first brand and available on iOS and Android, and on a mobile responsive site, it also started has 25+ offline stores across the country. The brand aims to open 350 experience centers across India in the next few years.
• Stage of the Product : As ****Melorra has achieved PMF and is now scaling its operations and investing in Maketing to expand its market reach, it appears to be in the early scaling stage.
• While the mobile site draws the major traffic(60%), I am selecting the Android app for the onboarding project because it attracts approximately 800,000 users monthly(40%), and app installations reflect initial trust in the brand.

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1. ICP : Based Marketing + product usage

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2. What are they trying to do:

3. Why are they signing up? - JTBD

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Below is the user research done on 3 users who ended up buying the product and are considering to buy again from Melorra.

Steps followed to arrive at Activation Metrics:

1. ​ User Calls: Based on 10 best user calls who purchased jewellery in past 1 month, the common user behaviours revolve around these:
2. 1. They are ultimately trying to find jewellery that looks contemporary, minimalistic and make them look urbane.
   2. List of features used all the time:
   3. 1. They commonly seek various offers available to make the ultimate order value less,
      2. They check delivery TAT to understand how soon their job can be done.
      3. They keep going back to cart page & wishlist page to refer what they liked or considered buying in future.
      4. Search feature & Exploring categories are their ways to explore how Melorra can serve their goals.
      5. They also check if Melorra can be trustable by checking return policy, lifetime exchange & certificates to see the credibility. For all of this they keep referring to FAQ page.
      6. Fast delivery page to see if their JTBD can be found Quicker.
      7. Check product images to get the clarity on product quality
      8. Check recommended products based on my interest and past behaviour.
   4. Features they don’t use:
   5. 1. They don’t find My Golden Bounty enough to invest in the plan as there are other better investable apps.
      2. They hardly engage in blogs.
   6. They wish that Melorra could start try at home service & deliver product products in lesser time. They also seem unhappy about customer service.
   7. They love Melorra’s design and how it’s marketing resonate with their needs.
   8. There were 2 main factors why they chose to purchase from Melorra, first is design of the jewellery, 2nd was gold purity certificates and attractive discounts
3. User Behaviour: No access to data :(
4. Activation Metrics & Validations:Considering 20% of users goes through activation phase that contributes in long term retention. I am gonna pick milestones that correlates with long-term retention.

Following are the activation metrics for long term retention:

1. Hypothesis : Adding address before the payment page in 1 week
2. • Reasoning : When a user adds an address within a week, it indicates a strong intent to complete the purchase and trust in Melorra's brand value and credibility. This commitment suggests future purchase potential. Typically, the conversion rate from cart to address page is 15%, but from address page to payment page it jumps to 60%, demonstrating a significant increase in purchase likelihood once the address is entered. Moreover, this behaviour positively impacts retention, as users who are more engaged in the process early on are more likely to return for future purchases, fostering long-term loyalty.
   • • Metrics to track:
     • • Address Addition Rate: Measure the percentage of users who add their address to their account profile within the specified week. This metric indicates user readiness to proceed with a purchase.
       • Conversion Rate from Address Addition: Track the percentage of users who add their address and subsequently complete a transaction. This metric shows how effective adding the address is in facilitating conversions.
3. Hypothesis: Visiting Payment page twice in a week
4. • Reasoning : Visiting the payment page multiple times within a short period is a strong indicator of a user’s high intent to purchase. This behavior demonstrates that the user is seriously contemplating a transaction, showing strong engagement with the product and trust in the brand. It reflects that the user is likely weighing their options or finalizing details before completing the purchase, which indicates satisfaction with the product selection, pricing, and overall user experience provided by the brand. Additionally, this level of engagement suggests that the user finds value in the offerings and is likely to convert, which also enhances the likelihood of retention. Users who reach this stage are more likely to complete the transaction and return for future purchases, fostering long-term loyalty and brand commitment.
   • • Metrics to track:
     • • Frequency of Payment Page Visits: Measure how many unique users visit the Payment page at least twice within the same week. This metric indicates the volume of users demonstrating strong purchase intent.
       • Conversion Rate from Payment Page Visits: Track the percentage of users who visit the Payment page twice and proceed to complete a transaction. This metric helps assess the effectiveness of the Payment page in facilitating conversions.
       • Session Duration on Payment Page: Monitor the average time users spend on the Payment page during each visit. This metric indicates user engagement and thoroughness in completing the transaction process.
5. Hypothesis : Clicking on zero cost EMI plan on PDP twice in a week
6. • Reasoning : Clicking on the zero-cost EMI plan multiple times within a week indicates a significant interest in flexible payment options among users. This behavior suggests that users are actively considering their financial commitment and exploring ways to manage their purchase costs effectively. By engaging with the EMI plan on the Product Detail Page (PDP) multiple times, users demonstrate a strong intent to make a purchase and are likely comparing different payment options offered by Melorra. This metric is indicative of users' financial planning and their readiness to convert, as they perceive value in the EMI option and find it conducive to completing their transaction. Moreover, repeated interactions with the EMI plan suggest a higher likelihood of conversion, as users become more familiar and comfortable with the payment terms, potentially leading to increased sales and customer satisfaction. Tracking this metric helps Melorra understand user preferences and optimize their payment options to enhance conversion rates and overall user experience. This is also when users hit with AHA moment.
   • • Metrics to track:
     • • EMI Plan Click-through Rate (CTR)
       • Conversion Rate from EMI Clicks to Purchase
       • Repeat EMI Interactions
7. Hypothesis: avg. session duration is more than 20mins in a week.
8. • Reasoning : An average session duration of more than 20 minutes in a week indicates a high level of user engagement and interest. This metric shows that users are spending significant time exploring the platform, which implies they are finding value in the content, product offerings, and overall user experience. Longer session durations often correlate with users who are actively considering multiple products and utilizing features such as virtual try-ons, indicating serious purchase intent. This sustained engagement suggests that users are invested in the brand, increasing the likelihood of conversion.
   • • Metrics to track:
     • • Average Session Duration
       • Bounce Rate
       • Pages per Session
9. Hypothesis : 5 Page views per session
10. • Reasoning: Achieving an average of 5 page views per session signifies significant engagement and exploration of the Melorra platform. Users who view multiple pages per session are likely thoroughly researching products, exploring different categories, and possibly comparing options. This behavior indicates a strong interest in the brand's offerings and suggests that users are actively seeking information to make informed purchase decisions. Higher page views per session also correlate with increased exposure to promotions, cross-sells, and upsells, which can positively impact conversion rates. Furthermore, users who engage deeply with multiple pages are more likely to remember the brand and return for future visits, contributing to enhanced retention and brand loyalty.
    • • Metrics to track:
      • Session Duration
      • Bounce Rate
11. Hypothesis: Placing 2 orders in 8 months.
12. 1. Reasoning : Most of the repeat purchases for high value products such as gold are seen in 6-10 months from highly engaged users. This demonstrate trust and commitment for the brand. This also mean that they are getting more value from the Melorra than they looked for and are quite satisfied with the value. This metric largely contributes to retention and getting high LTV.
13. Hypothesis: Sharing referral link with 2 people in the span of 6 months.
14. 1. Reasoning : If the user is sharing referral link with 2 other people that means she loved the product she ordered and wants to order more by adding platform currency through referral. This shows users’ commitment towards the brand and definitely indicates that Melorra was successful in delivering what they hired it for. This improves the conversion metric as referral will drive more users and hence improve the conversion.

To effectively measure retention for Melorra, the following key metrics should be tracked:

1. Defining retention metrics: Retention % is defined as the number of users who came back in this time period/initial number of users. .We can measure retention over days, weeks and months using Cohort Analysis in Google Analytics. D1 retention: The number of unique users who came back to your app on the next day of installing/opening the app. D7 % = no. of users who opened your app on D7/no. of users who opened your app on D0.Cohort analysis using retention as a day metric metric below:

​Out of the 30,000 users acquired on June 13th, only 18% remained engaged by day 1, by day 5 this rate had dropped to 4.3%

Same way weekly metric can be established.

2. DAU/MAU : The Daily Active Users (DAU) to Monthly Active Users (MAU) Ratio measures the stickiness of your product - that is, how often users engage with your product.
3. 1. DAU (Daily Active Users): This metric measures the number of unique users who engage with the Melorra platform on a daily basis.
   2. MAU (Monthly Active Users): This metric measures the number of unique users who engage with the Melorra platform over the course of a month.
   3. The ‘Active’ for Melorra is pages viewed.For melorra it is = 20k/800k = 0.025
4. ​AOV : The average amount spent each time a customer places an order.
5. 1. Average Order Value= Total Number of Orders/ Total Revenue
   2. For Melorra it is 30k

4. Customer Lifetime Value (CLV) : The total revenue expected from a customer over their entire relationship with the brand.
5. 1. Customer Lifetime Value=Average Order Value×Purchase Frequency×Average Customer Lifespan

5. Churn Rate : The percentage of customers who stop engaging with the brand over a specific period.
6. 1. Churn Rate=(Number of Customers Lost During Period/ Total Number of Customers at Start of Period)×100
7. Engagement Metrics
8. • Session Duration: Average time spent on the website per session.
   • • For Melorra it is 2.65sec/session
   • Pages per Session: Average number of pages viewed per session.
   • • For Melorra it is 5 pages/session
   • Frequency of Visits: How often customers return to the website within a certain period.
9. Customer Retention Rate : The percentage of customers who return to make another purchase within a specific time frame.
10. 1. Customer Retention Rate=(Number of Customers at End of Period−New Customers Acquired During Period/Number of Customers at Start of Period)×100

8. Repeat Purchase Rate :The percentage of customers who have made more than one purchase.
9. 1. Repeat Purchase Rate=(Number of Customers Who Purchased More Than Once/Total Number of Customers)×100
10. Net Promoter Score (NPS) : Measures customer satisfaction and loyalty by asking customers how likely they are to recommend the brand to others.
11. 1. NPS=Percentage of Promoters−Percentage of Detractors
12. Customer Feedback and Reviews : Insights gathered from customer reviews, ratings, and feedback forms to understand customer satisfaction and areas for improvement.

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