Role: Marketing Manager (Growth & Conversion)

Industry: D2C, Consumer Tech, E-commerce

Website: https://www.lenskart.com

Context

Lenskart was scaling rapidly as a D2C eyewear brand with strong top-of-funnel demand driven by paid and organic channels. While traffic volumes were healthy, conversion drop-offs across product and checkout flows made acquisition economics volatile and slowed payback.

The mandate was to improve conversion efficiency and stabilise CAC by fixing funnel friction, not by increasing spend.

The Core Problem

Growth was constrained by on-site efficiency, not demand.

Specifically:

• High-intent traffic leaked across PDP and checkout stages
• Conversion varied widely by channel and landing context
• CAC recovery depended too heavily on retargeting
• Funnel decisions were not consistently tied to revenue or payback metrics

Without improving conversion discipline, scaling acquisition would continue to inflate CAC.

Decision 1: Treat conversion as a revenue lever, not a design problem

Instead of isolated UI tweaks, I reframed CRO as a revenue optimisation exercise. Funnel analysis was rebuilt around revenue impact per change, not cosmetic improvements.

Outcome: