How We Increased RAINS' Conversion Rate by 80.6% with Strategic CRO
A comprehensive approach to conversion rate optimization that transformed RAINS' e-commerce performance through data-driven design and testing.
Client Overview
RAINS is a contemporary lifestyle brand creating waterproof designs for the modern urbanite. Founded in Denmark in 2012, the brand has quickly become synonymous with quality rainwear and accessories that blend functionality with minimalist Scandinavian design.
With a growing international presence and e-commerce operations across multiple markets, RAINS approached Accelerato to help optimize their online conversion rates and improve overall site performance.
Stagnant Conversion Rates Despite Growing Traffic
Despite a strong brand presence and growing traffic to their e-commerce site, RAINS was experiencing several challenges that were limiting their conversion potential:
- Stagnant conversion rate of 1.65% - Below industry average for premium fashion brands
- High bounce rates on product pages - Particularly on mobile devices (68% bounce rate)
- Low add-to-cart rates - Only 12% of visitors were adding products to cart
- Checkout abandonment issues - 76% of users who started checkout were not completing their purchase
- Unclear product value proposition - Customer feedback indicated confusion about product features and benefits
RAINS needed a comprehensive CRO strategy that would address these issues while maintaining their premium brand aesthetic and minimalist design philosophy.
Initial Performance Metrics
"We were seeing good traffic growth but our conversion metrics weren't improving. We needed to understand why visitors weren't converting and how to optimize the customer journey."
— E-commerce Director, RAINS
Data-Driven CRO Strategy with Omniconvert
We implemented a comprehensive CRO strategy using Omniconvert's powerful testing and personalization platform to identify and address conversion barriers.
Comprehensive UX Audit
We conducted a thorough analysis of user behavior using heatmaps, session recordings, and user surveys to identify pain points in the customer journey.
Key Findings:
- Users struggled with product size selection
- Product benefits weren't immediately clear
- Mobile checkout process was too complex
Strategic A/B Testing
Using Omniconvert's A/B testing capabilities, we developed and tested multiple variations of key pages to identify the highest-converting designs and elements.
Tests Conducted:
- Product page layout variations (12 tests)
- Add-to-cart button design and placement
- Checkout flow simplification (8 variations)
Personalization Engine
We implemented Omniconvert's personalization capabilities to deliver tailored experiences based on user behavior, location, and device type.
Personalization Strategies:
- Weather-based product recommendations
- Device-specific checkout optimizations
- Return visitor engagement tactics
Key Optimizations Implemented
Based on our research and testing, we implemented several key optimizations to the RAINS website:
1. Enhanced Product Visualization
Implemented 360° product views and improved product photography with context-of-use images. A/B testing showed a 24% increase in product page engagement.
2. Simplified Size Selection
Redesigned the size selection interface with visual guides and improved descriptions, reducing size-related returns by 31%.
3. Mobile-First Checkout Redesign
Completely rebuilt the mobile checkout experience, reducing the number of steps from 5 to 3 and improving mobile conversion rate by 62%.
4. Social Proof Integration
Added strategic social proof elements including real-time purchase notifications and curated reviews, increasing add-to-cart rate by 18%.
80.6% Increase in Conversion Rate
Our comprehensive CRO strategy delivered significant improvements across all key performance metrics.
The Impact
The significant improvements in conversion rate and other key metrics translated into substantial business impact for RAINS:
- 53% increase in overall revenue within the first quarter after implementation
- 28% improvement in customer satisfaction scores based on post-purchase surveys
- 22% reduction in customer support inquiries related to product information and checkout issues
- 18% increase in average order value through improved cross-selling and product recommendations
"The results exceeded our expectations. Not only did we see a dramatic improvement in our conversion rates, but the enhanced user experience has strengthened our brand perception and customer loyalty. The data-driven approach from Accelerato gave us confidence in every change we implemented."
— Marketing Director, RAINS
Omniconvert: The Engine Behind Our Success
Omniconvert's comprehensive CRO platform was instrumental in achieving these results. Here's how the investment in this technology paid off:
ROI Breakdown
The combination of Omniconvert's powerful testing capabilities, personalization engine, and analytics tools allowed us to make data-driven decisions that delivered exceptional results.
