Rainbow Shops is a New York based brand that was founded in 1935. Until the 1980s, Rainbow Shops was a family-owned and operated business with 82 stores across the US. Today, along with sister brands 5-7-9 and Marianne, Rainbow operates 1,300 stores in the United States, Puerto Rico, and the U.S. Virgin Islands.
This brand launched an online store in 2012 that has a vast catalog of shoes, accessories, discounts, offers, and promotions. Despite being a massive reputable brand, Rainbow Clothing was struggling to replicate its offline success to its online store – they needed a team that could come in and handles their experimentation programs.
Rainbow Clothing hired Invesp a few months after launching their eCommerce store in 2012. The clothing brand had just hired a VP of eCommerce whose task was to help increase conversions of the online store.
Their engagement with Invesp was to be their first-ever experimentation project – this means that our CRO team was to help them figure out what works and what doesn’t on their newly established site.
What made this project more complicated is that Rainbow Clothing was switching from one eCommerce platform to another. This meant that their development team was fully occupied with internal tasks and our team was to handle all the development work for the experimentation.
Since they had just started on eCommerce, our team was also responsible for configuring their Analytics and training their team on how to pull out accurate data that is aligned to their company objectives.
Mobile traffic accounted for the majority of visits on the Rainbow Clothing website, but their mobile conversion rate was lagging behind the desktop.
We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer, senior frontend, and backend developer, and an analytics Specialist.
Using our SHIP optimization process, our team started by running a combination of user research and data analysis. After we have gone through the scrutinize stage of our SHIP optimization process, our team uncovered 250 conversion bottlenecks on the Rainbow Clothing website.
Every conversion roadblock was ranked using our prioritization framework – this process helped us figure out the low hanging fruits that guaranteed quick wins for the site.
As informed by our prioritization framework our team started by optimizing and testing Rainbow Clothing’s checkout process so as to reduce cart abandonment and increase conversions.
As a well-established brand, Rainbow Clothing was getting a lot of traffic on their site and this enabled us to launch a number of experiments at a fast pace. Every month we launched 2 to 4 strategic and tactical experiments.
Our team conducted weekly status meetings to keep the Rainbow Clothing team updated about the status of the different experiments, discuss new testing plans, and receive feedback on the current work.