She’s Waisted Adds 6 figures per Month in Additional Revenue With CRO

She’s Waisted is a shapewear and activewear brand that empowers women of all shapes and sizes to feel confident and strong. Offering premium, well-priced products, they celebrate female curves and promote self-confidence.

She’s Waisted partnered with SplitBase to enhance the efficiency of their marketing spend. Over recent years, the brand's significant growth and broadened product range introduced complexity to the website and product offering, leading to potential customer confusion.

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Moreover, the website had not been optimized since its launch. With rising paid media costs and increasing customer acquisition expenses, the brand recognized the need to improve user experience, customer education, and clarity in product feature communication to boost critical metrics like Add-to-Cart Rates, Conversion Rates, and Average Order Values.

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SplitBase’s CRO ROI calculator projected that the brand could generate an additional seven figures in revenue through optimization within just a few months.

She’s Waisted hired SplitBase to get results.

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Through SplitBase, the brand got instant access to a proven optimization methodology to grow their sales, the Testing Trifecta, along with a team of dedicated CRO specialists - from conversion designers, conversion copywriters, conversion strategists, data analysts, full-stack developers to optimization program managers, as well as a QA team that constantly monitors website functions.

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Aligning business goals

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From day one, She’s Waisted and SplitBase teams sat down to align on the brand's short-term, medium-term, and long-term goals.

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At SplitBase, we believe in planning 3-month optimization sprint plans with clear goals instead of mindlessly running tests without objectives and a strategy. When starting any new program, the priority is to ensure the sprint plan aligns with the brand's business model, business goals, growth strategy, success metrics, and any other marketing initiatives.

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This step plays a pivotal role in creating a prioritization framework, which we use to plan experiments and optimization opportunities to have as much impact as possible.

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Doing a conversion optimization audit

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SplitBase believes that finding test ideas and optimization opportunities is the CRO agency’s responsibility, not the responsibility of the client. And finding needle-moving test ideas is as crucial to the process as running the tests.

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Instead of testing generic best practices, tests that worked for other brands, or random ideas, SplitBase’s Testing Trifecta methodology identifies top A/B test ideas through the brand’s analytics and qualitative customer data.

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The Testing Trifecta’s approach to conversion research combines insights from Google Analytics, Shopify, heatmaps/scrollmaps, website polls, customer surveys, session recordings, customer reviews and usability tests. This ensures the CRO strategy is highly data-driven and specific to the ecommerce brand, its customers, and its products.

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This audit covered She’s Waisted entire website, including product pages, collections pages, homepage, cart, checkout, and their paid ads. 

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SplitBase identified elements, pages, and areas to optimize that would lead to the most significant revenue gains for the brand. This led to 3 categories of insights:

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• JDIs: Elements to fix or change on the website immediately, without testing.
  
  
• Competitive insights: Key customer data points such as reasons why people are buying, why they’re not buying, brand perception vs competitor perception, customer motivations, questions, doubts, and voice of customer data.
  
  
• Experiments: Things to A/B test on the website, which could range from bundles, offer tests, design tests, copy tests, content structure tests, and more.

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Paving an experimentation and optimization strategy

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With a significant database of potential experiments and website changes, it was now SplitBase’s role to organize and prioritize all interventions to have the most impact for She’s Waisted as quickly as possible. 

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Through SplitBase’s prioritization methodology and in alignment with She’s Waisted’s growth goals and key metrics, we created a roadmap ready for execution.

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Continuously making website improvements and running A/B tests

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SplitBase then deployed its conversion-trained design, copy, and development teams to build the website fixes and experiments that were part of the roadmap. 

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We ran site-wide tests, tests on product pages, the homepage, collection pages, the cart, the nav bar, and ultimately, on every key page and area of customer interaction.

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The types of tests were varied and determined based on our research methodolgy. Some experimented with different value propositions, others involved changes to the designs, and some also tested different offers and bundles.