We began with a thorough CRO audit to understand Rarewaves’ current state and objectives. Our strategy included several key initiatives:
Website Optimisation:
We kicked off the project by revamping the site’s homepage to create a more inviting and efficient shopping experience. This included adding category circles on mobile to help customers quickly navigate to different sections, prominently displaying these options to streamline the browsing process.
As customers explored the site, we improved the search functionality with an optimised dropdown UX, making it easier for users to find exactly what they were looking for. On mobile, we simplified the search preview by displaying products in a grid view, ensuring a clean and user-friendly interface.
To further improve the browsing experience, we implemented infinite scroll on the collection pages, allowing customers to view more products without the need to constantly click through pages. This seamless browsing was complemented by optimised landing page banners with reduced height and relevant copy, keeping the focus on the products.
When customers landed on product detail pages (PDPs), we ensured they had all the necessary information upfront by adding shipping details to the first fold. This transparency helped build trust and encouraged purchases.
Finally, to enhance the checkout experience, we redesigned and implemented a Rebuy Smart Cart. This feature provided a smooth and intuitive process for customers to review their selections, complete their purchases, and be presented with complimentary products as part of upselling customers and improving AOV.
Email Template Redesign and Klaviyo Flows:
Parallel to the site optimisation, we overhauled Rarewaves' email marketing strategy. We created a new, freshly designed email template that resonated with the brand’s identity and continued the on-site experience for customers. Armed with this new template, we then implemented and optimised several Klaviyo flows to engage customers effectively:
- Loyalty Flows: Encouraged repeat purchases and strengthened customer relationships.
- Welcome Flow: Engaged new customers from their first interaction.
- Winback Flow: Re-engaged lapsed customers and brought them back to shop.
