Rainbow Symphony

Overview

Rainbow Symphony offers unique colorful polarized glasses, holographic decals, and other eyewear to individuals interested in viewing solar eclipses safely. The brand has developed innovative eyewear creations using modern science and technology, bringing their users joy, magic, and educational experiences. The client sought Coalition’s help with improving their website functionalities and marketing campaigns. For several years, Coalition Technologies has provided SEO, PPC, Email, and website maintenance services for Rainbow Symphony.

See how Coalition revamped Rainbow Symphony’s Shopify website, helped grow their brand, reduced ad spend, and increased conversions and revenue with our SEO, PPC and email marketing services.

Problem

At Rainbow Symphony, they’ve combined passion for science and excitement for optics with a love for design to amuse, educate, and delight millions around the world. The client was experiencing some glitches and errors with their website, as well as slow page load speeds. They believed that the old Rainbow Symphony store failed to boldly showcase the unique designs of the brand’s products and how fun they are. The website was also missing third party applications, which impacted its functionality.

The client also wanted a complete overhaul of their email marketing campaigns. Some of their key performance indicators were increased engagement and revenue, improved retention and repeat customers, and increased promotion of their custom offerings. They were also dissatisfied with the performance of their previous PPC campaigns.

Solution

Shop All and Checkout Pages

We designed and developed a new Shop All landing page for the store, which included a hero banner. On the Shop All page, we added links to product categories and featured products’ sliders. We also changed the mini cart drop down features. This enhancement allows shoppers to modify their carts by inputting a total quantity; rather than only using the customary plus or minus buttons to add or remove products.

As Shopify limits customizations on the checkout page, we made updates to enhance the checkout experience. To improve the checkout experience, our developers added the cart icon on the checkout page much to the satisfaction of the client.

Integration of Metafields Editor

We integrated the Shopify Metafields Editor app, enabling the client to add additional custom data to the store. The client is now able to add and manage their metafields information to their products, collections, variants, collections, customers, pages, order, blogs and other articles. With its import and export feature, spreadsheets with large amounts of metafield data can be quickly added, saving the client time in adding multiple metafields.

Omega Instant Search App Integration

We installed the Omega Instant Search app on rainbowsymphony.com for enhanced website search capabilities. With this app, Rainbow Symphony store’s users are guided to products and resources for their search. With its smart search capabilities, Omega Instant Search app autocompletes entries and fixes typos in the search bar. Within seconds, users receive accurate search results. Our copywriting team added optimized copy that’s tailored to search input queries.

AfterShip Integration

We integrated AfterShip, a package shipment and returns tracking software solution. With AfterShip, Rainbow Symphony is able to automate solutions that benefit its delivery operations. Some of the automations include the order status updates, carrier selection, and failed delivery tracking. AfterShip’s extensive list of courier partners provides shoppers with detailed tracking and estimated delivery dates, returns and warranty information, and accurate shipping and delivery details.

Custom Inquiries Contact Us Form for Rainbow Symphony

Customized Contact Form

Shoppers have the option to select subcategories from Rainbow Symphony’s customized category list. We modified the existing Shopify HTML Contact Us form, allowing users to quickly contact the brand. In addition to the mandatory name, email, and other contact fields, we added dropdowns for the category and subcategory sections. The subcategories change based on the category selected by the user. Users who want specific personalizations added to eyewear and decals can share these in the forms as well with no character count limitations.

Slider Functionality

The client wanted a customized slider added to the home page. We started by reviewing the theme, and then added the color and text customizations as per the client’s requests to the slider. When customers click on the slider, the text and color on the slider changes. We also included a timer, and a Call to Action (CTA) button to the slider.

Customized Pricing for Quantity Changes

The client offers discounted pricing to its customers. Our developers installed the Bold Quantity Break App that will update the price per unit when shoppers change the quantities of each item in their carts. As customers shop, the discounted pricing is visible on the page, rather than only at checkout. When the quantity of an item changes, the price per unit will be automatically adjusted without the client having to refresh the page. The client’s quantity rules and price tables were added to the app to ensure that customers receive discounted prices. Once the app was installed and tested, our developers modified the layout of the price tables, and synced this to the cart page to reflect the correct pricing.

Add to Cart Category Buttons

The client offers discounted pricing to its customers. Our developers installed the Bold Quantity Break App that will update the price per unit when shoppers change the quantities of each item in their carts. As customers shop, the discounted pricing is visible on the page, rather than only at checkout. When the quantity of an item changes, the price per unit will be automatically adjusted without the client having to refresh the page. The client’s quantity rules and price tables were added to the app to ensure that customers receive discounted prices. Once the app was installed and tested, our developers modified the layout of the price tables, and synced this to the cart page to reflect the correct pricing.

Mini Cart Dropdown

To further enhance user experience, the client requested that we modify the cart drop down functionality. From the mini cart and the checkout page, users are able to change the quantity of products in their cart without having to revisit the product pages, or adding or removing products by clicking on the plus or minus. We also increased the close delay allowing the mini cart to stay on screen longer.

Advance Reorder

We installed the Advance reorder app on rainbowsymphony.com. This app provides customers with a simple way to view their order history, select items they want to repurchase from the thank you page and complete the checkout process faster.

Search Engine Optimization (SEO)

Some of the website’s images exceeded the acceptable image size and were slowing down the page load speed. Our SEO team reduced the sizes without compromising their quality, offering a faster site and better user experience. Further optimizations were done to add file names and alt text to all the images. We modified the script tags to enable the images to load asynchronously. Title and meta descriptions were added to all the website’s URLs in order to meet search engines’ requirements. We removed the multiple or duplicate heading tags from many of the site’s URLs.

Our copywriters updated the meta data and added optimized copy for many of the website’s pages. We optimized pages for keywords to improve the brand’s visibility and ranking position.  We created a redirect strategy to address many of the 404 errors on the website.  We created a new HTML sitemap for the store and added the sitemap link to the footer. After all app integrations and website integrations were completed, we resolved all lazy load speed and render-blocking issues.

Email Marketing

The store had a popup inviting website visitors to subscribe for exclusive offers and latest arrivals. Initially the client wanted to update the subscription popup to include its promotional code. Our team discussed with the client that this may encourage shoppers to use the code without becoming subscribers. Additionally, there was no thank you message for new subscribers. We updated the pop up, and added automated Welcome Series  emails sent to new subscribers which included a welcoming coupon code and series of emails aiming at conversion.

Our email marketing team designed new, engaging email templates for automation and one-off email campaigns. The email campaigns’ content strategy emphasized unique selling points, product features and customer reviews. We set up email flows to capture online traffic and grow revenue. We created segments based on shared interests and on-site behavior which helped us in our targeting efforts as well as improved conversion rate.

To recapture shoppers who have added items to their carts but did not check out, we created several abandoned cart series email campaigns triggered by cart events. We also created welcome series emails, introducing the brand to new customers. To nurture customer loyalty and cross-sell products, post-purchase email series were launched as well as campaigns to recapture customers who have previously made a purchase but have not visited the website in a while. We also implemented advanced segmentation strategies and ran various A/B tests to target customers with the right content at the right time.

Pay Per Click (PPC)

Our PPC team reviewed the previous paid ads campaigns in place prior to our partnership, determined what was working well and what needed a change, and designed the best custom tailored strategy for the brand. We created and launched multiple paid ad campaigns for Rainbow Symphony including PMax Smart Shopping, Branded, Display Remarketing, Social Media ads and more. Unique ad copies and landing pages were created and utilized for every campaign.

Final Product

Browse through some of the work we did for Rainbow Symphony.

Client Testimonial

Any time I have worried or not been in love with design, development, or copy, Coalition has taken the time to really understand what I’m looking for and get it right. Coalition truly cares about their clients and it shows in their customer service.

We are a complicated company with a lot of different weird products and I appreciate the patience they have had to solve any issue or frustration I have had. Would recommend Coalition in a heartbeat!

Sophia Margolis, Vice President – Rainbow Symphony, Inc.

Results

One year after launching their email campaigns, our efforts helped email marketing revenue grow to become one of the brand’s top revenue-generating marketing channels. Comparing the 2023 period of our partnership with 2022, email marketing revenue grew by more than 176.49%.

Monthly Attributed and Unattributed Conversions in 2023 for Rainbow Symphony

Abandoned cart series emails resulted in a 47.3% open rate, 8% click rate, and 3.9% place order rate. Results within the first year of launching welcome series email netted a 62.2% open rate, 11.5% click rate and 7.3% place order rate. Open rate for these emails was 49.3%, with a 3.8% click rate and a 0.5% place order rate. Winback series emails returned a click rate of 4.3%, open rate of 52%, and place order rate of 0.19%.

With our SEO efforts, Rainbow Symphony saw improvements in many of its key metrics. Improvements were seen in organic sessions increased 15.7%, organic users by 12.7% and new users by 12%, organic pages per session by 10.3%, and organic average session duration by 15.3% in Year 2 when compared to the Year 1 of the campaign. For this same comparison period, organic transactions grew by more than 107.9%, while organic conversion rate increased by almost 79.7%

3,653%

Increase

In conversions

427.7%

Increase

In PPC revenue

107.9%

Increase

In organic conversions

176.5%

Increase

In email marketing revenue

Our efforts within the first few years reduced ad spend by 63.8% while conversions grew by 3,653%. Comparing the first year of our partnership in 2019 to 2023’s performance, Rainbow Symphony’s revenue from our PPC campaigns grew by 427.7% while only increasing ad spend by 130.3%, a ROAS increase of 4.76x to 10.88x.