BRCG Case Study
From 1% to 4%. Peak season captured.
Rhoback was capturing 1% of site visitors as subscribers, and email was already their top revenue channel. So we treated the popup as the highest-leverage square inch on the site and ran 50+ A/B tests against it. Signup conversion landed at 4% and held through peak season.
300%
Signup conversion lift, 1% to 4%
+24%
Revenue growth year over year
50+
A/B tests run to significance
#1
Email became the top revenue channel
The Challenge
99% of visitors left without signing up.
Golf tournaments, holiday sales, product drops. Rhoback's traffic spiked hard during these moments. But with a 1% signup rate, they were bleeding potential customers. Flows ran on autopilot, no testing, no optimization, so they had no way to know what was actually working.
Low signup conversion
Sign-up form converting at only 1% during critical peak traffic periods. 99 of every 100 visitors left without joining the list.
Untapped peak seasons
Major traffic spikes (golf tournaments, holiday rushes, product drops) landing without any conversion lift coordinated against them.
No testing framework
Flows ran on autopilot. No systematic A/B testing, no statistical-significance tracking, no learnings library.
Our Approach
Test everything. Keep what works.
Before optimizing a single flow, we built a testing framework. Then we ran it across signup forms, peak-season timing, and every existing automated flow.
Signup form optimization
50+ A/B tests focused specifically on improving signup conversion rates.
- Form placement testing during peak-traffic moments
- CTA copy variations focused on urgency and value
- Offer optimization (percentage vs. dollar discounts)
- Visual design tests on popup and inline forms
- Personalization variables driven by behavior and traffic source
Peak-season capitalization
Strategic timing and targeting to maximize conversion during traffic spikes.
- Golf-tournament campaigns timed with major events
- Holiday optimization for peak shopping windows
- Product-launch coordination with acquisition efforts
- Traffic-source optimization for high-intent visitors
- Real-time adjustments based on performance data
Flow optimization
Slow, methodical optimization of automated flows to drive incremental revenue.
- Welcome series redesign with product education
- Browse-abandonment triggers for high-intent users
- Abandoned-cart optimization with progressive urgency
- Post-purchase sequences for retention and LTV
- Continuous testing of messaging and timing
Rigorous testing framework
Every element tested systematically to maximize performance.
- Image testing: lifestyle versus product shots
- Subject-line variations across segments
- Personalization strategies (name, behavior, product affinity)
- Statistical-significance tracking for every test
- Documentation + a learnings library that compounds
The Result
Signup conversion, 1% to 4%.
Before
1%
After
4%
A 300% lift driven by rigorous form testing and peak-season optimization. 4× more subscribers captured during the highest-value traffic windows, and email became Rhoback's #1 revenue channel with +24% YoY growth. The testing framework is now embedded in how the team ships.
Proof of Work
What we tested. What we shipped.
The hero signup form plus five campaigns that came out of the testing framework, welcome through seasonal product drops.
Click to enlargeDesktop signup form
Gender-segmented entry. 15% off, with segmentation enabling a personalized welcome.
Click to enlargeWelcome series
Brand-story-led opener in the welcome flow. Active lifestyle, not just apparel.
Click to enlargeAnniversary email
First-purchase anniversary with personalized product recommendations.
Click to enlargeBeat the Heat
Men's summer collection campaign. 31% CTR.
Click to enlargeThe Q-Zip
Function + fashion. Best-seller hero for the women's line.
Click to enlargeDemi Active Dress
Versatility-led cross-sell campaign.
From the BRCG Team
“Rhoback's signup form was the highest-leverage square inch on the site, so we treated it that way. Fifty-plus tests later, conversion had tripled and held through peak season, and email was their top revenue channel.”
Kodie Critzer
Founder & CEO, BRCG · Ran the Rhoback engagement
Stack
FAQ
Questions, answered.
What did BRCG do for Rhoback?
BRCG ran lifecycle marketing on Klaviyo for Rhoback, starting with the signup form. We built a testing framework and ran 50+ A/B tests across the popup, offers, timing, and automated flows, then optimized campaigns against peak-traffic moments.
What results did Rhoback see?
Signup conversion tripled from 1% to 4%, capturing 4x more subscribers during peak-traffic windows. Email became Rhoback's #1 revenue channel, and CRM-attributed revenue grew 24% year over year.
What platforms did the Rhoback engagement use?
Klaviyo for email and SMS, Shopify for commerce, and Google Analytics 4 for measurement, with a custom A/B testing framework built on top.
How long has BRCG worked with Rhoback?
It is a multi-year Klaviyo engagement. BRCG works month to month, and clients like Rhoback stay for years.
More Work
Related case studies.
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