Case Study | iwi Life

iwi (pronounced ee-wee) translates to ‘tribe’ in Māori. Based in Texas, this vibrant team producesthe most potent Omega-3 supplement on the planet. The company has made it their mission toprovide eco-friendly supplements that help make the world a better place.

Customized subscription takes sales to the next level. 411% Increase In Conversion Rate

1. Project Highlights

Why Rainy City?

The brand engaged RCA to migrate to the Shopify platform. Historically, the brand launched its website on WooCommerce, but they were less than satisfied with the result – sales were down despite lengthy website durations. Before migrating, iWi wanted to ascertain where the website was failing to convert.

Project details:

  • Custom theme design
  • Migration of +15k users
  • Enhanced filtering processes
  • Customized subscription tools
  • Streamlines PDPs
  • Responsive development 
  • Page speed optimization


2. How we did it

The Challenge

On reviewing the analytics, we found that an overly-complicated site map was inhibiting conversions. With a rich product and company story, iWi wanted to educate and sell to customers, but their site was too focused around the former. This issue would become further complicated with the additional site sections the brand wanted to introduce, so it was essential to get the site map right from the start.

Simplified Customer Journeys

We created a series of user journeys for iWi, demonstrating simple paths from the homepage to checkout. We then expanded these maps, studying the more complex journeys while establishing strong calls to action that would naturally progress customers to sales pages.

Built-in Intuition

Working closely with the creative team, we developed an intuitive product detail structure.These templates define the essential ingredients and the product’s potent benefits while establishing iWi’s sustainability credentials. To ensure the pages were not too word-heavy, we built-in broad and bold imagery with playful iconography.

Subscription Pages That Sell

iWi’s customized subscription tool takes sales to the next level. This integrated feature enables customers to automate their product subscription and reorders, simplifying the checkout processand making shipping wholly more environmentally friendly. The tool has helped create acustomer loyalty scheme, boosting customer lifetime values.


The Results

The migrated website is a celebration of the iwi brand: mixing bold, colorful and attractive imagery with high-level functionality. With a fluid user experience that retains customers with the subscription model, iwi’s conversion rate rose by 411% in the first three months, far

surpassing the brand’s expectations.

“I have been working with Rainy City for several months on the transition of our website and theconsumer shopping experience optimization and not only the quality of their work is fantastic, but also their service support is amazing!””

Adrian Garcia | CMO

See more of our work

Let’s get to work

Ready to discuss the finer details? Let’s talk Shopify.