Streamlining multi-brand retail

Running 12 brands means managing multiple storefronts, each with its own product catalog, checkout flow, and customer experience.

Yáneken’s mobile conversion rate was around 0.8%, below the industry benchmark of roughly 1.1%. They were already driving significant traffic across their sites, and the team knew even small conversion improvements could compound across the portfolio.

"We drive a lot of customers to our site, so tiny tweaks in conversion make a huge difference."

- Sebastian Gebhardt, Chief Executive Officer at Yáneken

The problem was finding those opportunities on the site that would make an impact. Yáneken didn't have a CRO system in place to identify where shoppers were dropping off, test potential fixes, or continuously optimize its storefronts.

Without a structured CRO program, optimization ideas were largely based on assumptions, and every test required development resources the team couldn't spare. Yáneken needed a way to continuously improve its sites without adding more work for an already busy team.

Shuttlebase took over the optimization work across 4 of Yáneken's storefronts, analyzing real visitor behavior to find friction points and running experiments the team would never have prioritized on their own.

One of the first sites Shuttlebase optimized within the Yáneken portfolio was BOLD. The first opportunity Shuttlebase found on the BOLD website was on the product detail pages (PDP).

Add-to-cart rates were low, and the data suggested that shoppers weren't receiving enough information to feel confident about making a purchase. Information about shipping speed, return policies, and payment flexibility existed elsewhere on the site, but it wasn't visible at the key moment when they were making a purchase decision.

Shuttlebase hypothesized that putting this information directly on the PDP would reduce hesitation and drive more visitors to add items to their carts. 

Shuttlebase designed a variant featuring three value badges:

• Express delivery
• Six-month warranty
• Up to six interest-free installments. 

The variant was tested against the original page, which had no badges or proof points.

After 36 days of running the test, the variant with the badges won. Add-to-cart clicks increased 2.8%, purchase conversion increased 3.2%, and the total revenue impact reached CLP 83.8 million (roughly $83,800 USD).

For a multi-brand retailer selling across multiple storefronts, this is exactly the kind of experiment that compounds. The same pattern can now be tested and rolled out across other storefronts.

"Something I would never have thought about was badges around some of the steps, communicating clearly to the customer that you have this return policy, or your product arrives today or next day. That had a surprisingly big impact on conversion. It's the AI that told us. We would never have tried that ourselves."

- Sebastian Gebhardt, Chief Executive Officer at Yáneken

That's where the scale of Yáneken's business became an advantage. Rather than optimizing one storefront at a time, the team could use what it learned on one site to uncover opportunities across the rest of the portfolio.

Within months, across 4 storefronts, Yáneken saw an overall:

• 20-30% increase in sales across the partnership
• 30% increase in conversion rate
• 9% increase in average order value
• $10M increase in annual revenue run rate

With four sites producing results and eight more in the portfolio, Yáneken is expanding the program across additional brands. Shuttlebase finds what to test, ships the experiment, and moves to the next opportunity, while the team stays focused on business strategy.

"10 out of 10. I would highly recommend it. Just please don't recommend it to my competitors here in Chile. Everywhere else in the world, you have to try this solution. It's a game changer."

- Sebastian Gebhardt, Chief Executive Officer at Yáneken