Rhoback

Unlocking 28% Order Growth Through Homepage A/B Testing

Project Overview

Rhoback, a fast-growing premium apparel brand, enlisted BRCG to boost email/SMS subscriber growth in the crucial months leading up to the holidays. Although sign-up forms might look straightforward, we recognized that incremental tweaks—particularly on Rhoback’s high-traffic homepage—could yield significant gains. Starting in early autumn, we ran a series of meticulous, iterative tests to refine every element of the pop-up. We then applied those insights to Black Friday’s peak traffic, turning a seemingly simple form into a powerful holiday acquisition driver.

Company Overview

Founded in 2016, Rhoback is a fast-growing lifestyle brand known for its high-quality performance apparel. With a strong focus on style, comfort, and functionality, the brand caters to active professionals who seek versatile wardrobe staples. Rhoback’s commitment to exceptional customer experiences and innovative designs has made it a standout in the competitive e-commerce landscape.

The challenge

Despite rising pre-holiday traffic, email and SMS captures were lagging—leaving potential customers untapped. Rhoback needed a strategy to convert more site visitors into subscribers and drive repeat purchases during critical shopping windows.

Our Approach

To address this challenge, BRCG implemented a strategic overhaul of Rhoback’s sign-up forms, optimizing for:

User Experience: We simplified and optimized the sign-up process—especially on mobile—to reduce friction.
Value Proposition: We tested and refined messaging around benefits like exclusive offers and early sale access.
A/B Testing: Multiple rounds of experimentation with design, timing, and copy pinpointed the most effective variations.

early autumn lead capture a/b test variant

Results

After implementing these changes, the results spoke for themselves:

November (Black Friday Period)

Site Traffic: Increased by 39% YoY.
New Subscribers: Grew by an incredible 104% YoY, far outpacing traffic growth.
Opt-in Conversion Rate: Improved by 46%, showcasing the direct impact of our optimized forms.
Orders: Increased by 14% YoY.

December (Holiday Period)

Site Traffic: Increased by 16% YoY.
New Subscribers: Grew by 64% YoY.
Opt-in Conversion Rate: Jumped by 41%.
Orders: Increased by 28% YoY.

THE Impact

Rhoback’s optimized sign-up forms were a game-changer, driving a dramatic increase in email and SMS captures and enabling their CRM strategy to shine. With a larger, high-quality subscriber base, we activated targeted email and SMS campaigns that:

Boosted retention and re-engagement through precise segmentation.
Maximized sales during critical shopping periods like Black Friday and the holiday season.

other projects impacting HOLIDAY growth

Welcome Series Overhaul and A/B Testing: Improved new-subscriber engagement and conversions.
Abandon Cart & Browse A/B Testing: Refined win-back flows for higher recovery rates.
Back in Stock A/B Testing: Boosted conversions by re-engaging interested shoppers.
Attribution Model Update: Moving to a more conservative model temporarily reduced year-over-year CRM order and revenue comparisons, but was necessary for more accurate measurement in the future.

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At BRCG, we are a team of passionate experts, driven by innovative ideas, and dedicated to helping businesses in the digital and fintech sectors reimagine their CRM identity.