Overview

High in the hills of Los Angeles, Flamingo Estate is a modern lifestyle brand rooted in nature, craftsmanship, & the rituals of everyday living. From garden-grown pantry staples & botanical body care to candles, olive oils, & seasonal produce, every product is inspired by the estate itself & created in partnership with farmers, makers, & artisans who share the brand's commitment to quality, sustainability, & pleasure. Through rich storytelling & immersive editorial content, Flamingo Estate has built a fiercely loyal community that sees the brand as much more than an online store.

As the business continued to grow, Flamingo Estate partnered with us to lead its conversion rate optimization strategy. Rather than pursuing isolated website improvements, we established a continuous experimentation program focused on increasing revenue per visitor while preserving the immersive brand experience customers love. Through customer research, behavioral analytics, usability testing, & ongoing A/B experimentation, we identified opportunities across product discovery, merchandising, subscriptions, landing pages, & checkout to reduce friction, improve customer engagement, & drive measurable commercial growth without compromising the brand's distinctive aesthetic.

Scope of Work

User experience design
Conversion rate optimization
Theme development

Live Site

flamingoestate.com

Example Tests

Test description

Update the mobile PDP to feature a stick-to-scroll add-to-bag CTA that displays when a user scrolls down the page.

Hypothesis

We expect to provide users with enhanced visibility & accessibility to the CTA, thereby increasing the likelihood of add-to-bag & purchase events.

Results

This test drove an uplift of +6% in add to bag & +3% in purchases.
Test description

Add a filter experience to the collections pages to ensure users can easily filter pages & identify the product they are looking for.

Hypothesis

We hypothesize that it will improve how easily users can find products of interest, increasing click-through rates to PDPs, add-to-bag events, & purchases.

Results

This test drove an uplift of +11% in add to bag & +8% in purchases.
Test description

Ran a test to enhance the visibility of the review section on PDPs by enlarging it, displaying the number of reviews, and positioning it higher on the page. The goal was to increase social proof, drive engagement, and encourage more conversions.

Hypothesis

By making the review section more prominent and increasing its visibility on the PDP, we expect to enhance social proof, leading to higher user engagement and improved conversion rates.

Results

This test drove an uplift of +9% in conversion rate & +11.5% in revenue per visitor.

OUR IMPACT

Improved conversion rates & profitability for the brand.

OUR deliverables

Event Setup

Heatmapping

Testing strategy

Copywriting

UX

Analytics setup

Test deployment

Reporting

NEW ANNUAL REVENUE

+1.6M

MOBILE CONVERSION RATE

+31%

CONVERSION RATE

+27%

“

iakoe are a world class partner. They balance analytical thinking with empathy for our brand that enables us to test users experiences that have a measurable impact on our P&L.

”