Rather Outdoors is a family of legendary brands with a common purpose. They believe that everyone should be able to experience nature with the right equipment, made with passion and sold with truth. Their mission is to protect and respect the world’s greatest outdoor brands. It’s their privilege to pass these brands on to future generations stronger than when they found them. With a decades-long legacy in angling as Rather Outdoors' cornerstone, they continue to carve out an enduring future for the legendary brands in their family.
After acquiring multiple outdoor brands, the Rather Outdoors team needed both a digital experience platform and ecommerce software capable of unifying all their content and eCommerce efforts. Together the Rather Outdoors, BlueBolt and Optimizely team weighed in with the following statistics:
Increase in year over year Average Order Value
Above annual year over year Conversion Rate goal
Exceeded year over year annual Revenue goal
Implement Optimizely to create a unified eCommerce global business architecture with all eCommerce brands.
Create a unified user experience and an exceptional customer journey using across multiple brands.
Use Optimizely to unite all third party fulfillment and data systems to create a streamlined experience for all.
Develop a set of best practices and use them to train Rather Outdoors' team to maintain and operate the website themselves.
From the shop that sold the Rather family their first rods, to the pros that mentored them along the way, the fishing business has never been "just business" to the Rathers. It's been their community, culture and family. Believing that everyone should be able to experience nature the way they do, with the right equipment, made with passion and sold with truth, the Rather family made it their mission to protect and respect the world's greatest outdoor brands.
Their commitment to pass these brands on to future generations, stronger than when they found them, was what led Rather Outdoors to partner with Optimizely and BlueBolt Solutions to create a world class eCommerce experience for their customers. It was important to Rather Outdoors that their new solution would not only deliver a dynamic and simple user interface for their guests, but it would also streamline internal IT and marketing workflows.
Rather Outdoors' content authors and marketing managers seamlessly transition between work on multiple brands with minimal training, leveraging a shared digital strategy across all brands. With a global code base, workflows and layouts facilitate seamless collaboration while ensuring branded content reaches the appropriate store(s) without relying on agencies or developers for every update.
Customers enjoy a world-class, multilingual user experience across all brands. Rather Outdoors' new website reflects their passion for fishing, featuring modern UI/UX design, fresh educational content, state-of-the-art products, and easy checkout options including Apple Pay, Android Pay, and Amazon Pay—everything customers need for their time on the water.
Recognized with an Outstanding Website Award (2022) by the Web Marketing Association, Rather Outdoors' Lews.com received perfect scores in design and content, with high marks for interactivity, copywriting, ease of use, innovation, and technology. Judges praised its high contrast design and vibrant imagery, guiding users seamlessly to desired content.
Beyond accolades, Rather Outdoors' high-performing website solution yielded impressive ROI. Within six months of launch, their brands experienced significant improvements: bounce rates decreased by 40-60%, user sessions ranged between 50,000-100,000 per brand, and key metrics such as YoY Average Order Value, YoY Revenue Growth, and YoY Conversion Rates surpassed set goals, with Average Order Value up 19% and Revenue growth exceeding goals by 3.5%. These achievements would impress even the most serious anglers.
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