We’re back with another exciting episode of CRO Wizards – Season 2, by VWO Podcast!

Joining us is Yash Kapoor, Product Manager at BellaVita, who’s leading the charge in optimizing user journeys and building smarter digital experiences for the new age consumers.

With over 3.5 years of experience in the eCommerce industry, Yash has worked with both Indian and international brands, including Beyoung, GNC, ThriveCo, Bevzilla, BannerBuzz, and more.

Throughout his career, Yash has been deeply involved in data-driven experimentation, implementing A/B tests to optimize North Star metrics like conversion rate, prepaid percentage, average order value, and engagement. 

His primary focus has been increasing user stickiness and retention by refining digital journeys and enhancing the shopping experience.

Hosted by Gaurav Jain, this episode includes real insights and learnings of D2C growth and experimentation. 🎙️✨

In this episode, Yash shares:

✅ How consumer behavior in the beauty industry is evolving from impulsive buying to calculated purchases 

✅ Methodologies and tools for staying informed about changing user preferences and trends

✅ The critical role of accessibility in design and how testing ensures better UX/UI 

✅ The scope and applications of advanced server-side testing for D2C brands 

✅ Strategic test planning and key metrics that D2C brands should focus on 

✅ Turning failed tests into learning opportunities for long-term growth 

✅ Real examples of successful tests and user behavior findings 

✅ Overlap between CRO and product management 

✅ Emerging trends in product management and how businesses can leverage them 

✅ The transformative role of AI in testing and product management

Tune in now to learn practical strategies for enhancing your eCommerce digital experience and driving growth through experimentation! 🎧

Chapters:

[00:00] A quick sneak peek into the episode 

[01:52] Yash and Gaurav kickstart the conversation 

[03:40] A typical day in the life of a Product Manager

[05:14] How consumer behavior in the beauty industry is evolving 

[07:30] Tools and methodologies for tracking changing user preferences 

[08:50] The role of accessibility in design and testing for better UX/UI 

[12:41] Types of tests D2C brands conduct and server-side testing applications 

[15:40] Strategic test planning and key metrics for D2C brands 

[21:34] Learning from failed tests to build iterative growth processes 

[24:04] Examples of successful tests and insightful user analysis 

[28:16] The overlap between CRO and product management 

[30:35] Emerging trends in product management and growth opportunities 

[32:06] The role of AI in testing and product management 

[33:45] Yash’s favorite way to unwind after a long day

[34:31] Rapid-fire round - One thing you would do differently if starting a career in Product Management today 

[35:07] A newsletter that every CRO professional must follow 

[36:03] Books that you would recommend to our listeners 

[36:50] Go-to travel destination 

[37:26] One thing AI will replace in the next 3 years 

[38:14] If not a Product Manager what other profession would you have chosen? 

[38:36] One CRO metric people should stop obsessing over 

[39:03] A dream or goal you want to achieve in the next 3 years 

[39:48] Yash and Gaurav sign off