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Archetype Case Study | Scarlet & Gold

  • 2 min read

Scarlet & Gold is a leading lifestyle and apparel brand, based in Alabama, USA. Scarlet & Gold wanted to increase their conversion rate and sales, and Blend helped them achieve a 1000% increase in sales with a customised Archetype Shopify theme.

The challenge

Scarlet & Gold came to Blend looking to create a better functioning website for the customer and had realised that:

  • Their website navigation and ease of use on mobile was poor and leading to even poorer conversion rate.
  • Their website lacked factors that would enable the customer to trust them and purchase from the store.
  • They were leaving money on the table by not using lead capture for marketing platforms and apps.

The issues mainly stemmed from using a non-premium Shopify theme that was dated and not mobile optimised. As a result of a mobile traffic increase from 65% to 85% in less than six months, the issue was becoming critical for Scarlet & Gold.

Scarlet & Gold were looking specifically to work with an Archetype partner agency with strong experience in branding, which is why Blend was chosen to take on the challenge.

The solution

Given that the brand knew that action needed to be taken as quickly as possible, we used the Minimal Viable Product (MVP) and iterate model, where we decided to initially work with the main theme options and low levels of theme customisation. By doing so, we were able to expedite the redesign of the store in preparation for increasing conversions and revenue.

By drawing initially on our deep experience with Shopify based fashion brands, we developed and ran a workshop with the brand to establish a specific understanding of the business. In addition, we conducted an analysis of their key competitors and used Google Analytics to understand customer demographics and customer journey flow.

Following the initial implementation of the MVP store, we then implemented a rigorous A/B testing program to achieve continuous improvement and development, guided by data.

The impact

A month after the initial re-launch of the Scarlet & Gold store, we observed an 1,000% increase in sales month on month. Following the initial success of the store, Scarlet & Gold opted to work with Blend on a growth partnership program and remain a key client for our team.