About the project.
Rationale offers premium skin care products to online consumers and partner dermatologist clinics. Their products are high end, and priced to match, and they were finding that people were buying Rationale products through discount resellers, instead of their site. This was one of the key issues they wanted to address when they approached us to redesign their eCommerce store.
How we did it.
We identified that Rationale’s checkout process was harder to use than on competitor sites, as it required customers to register beforehand. This was having a huge impact on conversions. So when we rebuilt the site in Magento, we made sure customers could checkout without having to create an account. And instead of forcing people to register at the start, we simply added them to a loyalty program when they bought a product.
We created Rationale’s loyalty program from the ground up using the Sweet Tooth platform. Customers were rewarded with points for every purchase they made, which they could later redeem for exclusive Rationale products, available only to members. These rewards were only available to customers who bought directly from Rationale, which acted as a compelling reason to choose Rationale over a reseller.
As a result, there has been a huge increase in online sales, which continues to grow. Return visits and customer retention is also greatly improved.