A funnel-first strategy to grow Simpl's wallet share — targeting the right cohorts at every stage from discovery to post-payment.
Simpl's payment share on Lenskart stood at just 5% — meaning only 1 in 20 successful Lenskart transactions happened through Simpl. The goal was clear: increase that share. But the path wasn't.
Payment share isn't just about having a button on the checkout page. It's the result of a whole funnel — from a user not knowing Simpl exists on Lenskart, all the way to them actually completing the transaction. Every drop-off point is a lever.
Before recommending anything, I segmented the user base into four cohorts. The right intervention depends on who you're targeting — the same nudge won't work for someone who's never heard of Simpl versus someone who uses it weekly but has never paid on Lenskart.
The first lever is simply: do people know Simpl is available on Lenskart? For Cohorts C and D, this is the primary blocker.
Awareness gets users to notice Simpl. Consideration converts that notice into intent. These levers are more targeted — each mapped to specific cohorts.
Even when a user selects Simpl, the transaction can fail — through eligibility checks, OTP drops, or payment gateway failures. Each is an opportunity.
Current flow for non-Simpl-app users (Cohort C):
Proposed flow for Cohort C (app on phone):
Removing the OTP step eliminates the most common failure point — SMS delivery issues. The app-to-app redirect is a flow users already trust from UPI, and it gives Simpl a branded touchpoint mid-transaction. On iOS, a push notification replaces the intent redirect due to platform restrictions.
A user who transacted once is the cheapest user to convert again. Post-payment is where retention compounds into share.
The complete document includes additional flow diagrams, cohort targeting specifics, and the full payment funnel breakdown.
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