Rebel Cheese: The First 30 Days That Did More With Less, Growing Revenue on 13% Fewer Visitors With an 8% Lift in Conversion Rate

Curated boards are where Rebel’s craftsmanship shows best, and where shoppers need the most guidance. We designed and launched a new boards template that makes each board easier to scan, understand and add to cart.

Several boards were out of stock during the rollout and still getting traffic, which isn’t ideal conditions for a new template.

It performed anyway. Traffic to boards rose 21% over the same stretch, and every step of the funnel improved with it:

• Add to Cart rate climbed from 5.18% to 7.07%
• Reached Checkout rate rose from 3.19% to 4.20%
• Conversion rate increased from 1.76% to 2.24%

More shoppers arrived, and a larger share of them bought.

Cutting Mobile Blocking Time 85% to Double the Home Page Performance Score

For a food brand, the first few seconds matter. A slow page gives a curious shopper time to leave before they ever see the product. We focused on the biggest mobile bottleneck, Total Blocking Time: how long the page is frozen and unable to respond while it loads.

Performance Highlights

• Mobile home page Total Blocking Time dropped from 920ms to 140ms, an 85% reduction
• Real-user loading speed improved 5% to 1.45s, well under the 2.5s benchmark
• Interactivity improved 14% to 152ms, under the 200ms benchmark
• Visual stability held steady at 0.02, well within the 0.1 benchmark

The result is a site that loads faster and responds sooner, with less standing between a shopper and the add-to-cart button.

Growing Flow Revenue 18% While Laying the Groundwork for Lifecycle Growth

Rebel’s email and SMS program had a solid base, and it had room to do more. In the first month, flows moved in the right direction across the board:

• Flow revenue increased 18%
• Click rates rose 25%, from 6.50% to 8.11%
• Flow conversion rate rose 23%, from 1.53% to 1.89%

We also audited the full Klaviyo program and mapped out the next phase:

• Brand consistency: bringing every flow and campaign up to one Rebel visual identity, and testing branded against plain-text creative by message type
• Structured A/B testing: subject lines, preview text, timing, offers and CTAs, so small gains add up across high-volume sends
• Expanded flows: building out single-email flows, starting with a fuller Welcome Series that covers education, product discovery and social proof
• Re-engagement and sunset: turning on the drafted Sunset Flow to win back lapsed subscribers and keep the list healthy

For a brand where repeat purchase and subscriptions drive long-term value, this is where lifetime value is built.

A Data-Backed Roadmap for Product Page Growth

Product pages make up 52.9% of all landing sessions, more than every other page type combined. They also converted below the site average. We used heatmap analysis to find out why.

What the Data Showed

• Only about 58% of shoppers scroll past the product description, and fewer still reach nutritional facts
• The “Choose Your Delivery Date” section gets strong engagement, but only about 31% of visitors ever reach it
• Product videos are seen by only about 39% of shoppers, but those who watch convert at around 5%

What’s Coming

• Moving delivery date selection higher on the page and into the cart
• Featuring product videos in the main image gallery
• Surfacing key product features and selling points above the add-to-cart button
• Shorter product copy with scannable benefits
• Consistent subscription messaging across every subscription-eligible product
• Clear shipping expectations on the page: when orders ship, and that they arrive packed cold
• A cheese-finder quiz with entry points from every product page and the main navigation

Every recommendation is ranked by priority and expected impact, so the team always knows what comes next.

The Impact of Our First 30 Days

Rebel Cheese had 13% fewer site visitors in August than in July, and revenue still went up. Conversion rate rose 8%, mobile conversion rate rose 10%, and average order value increased 2%. Growth happens after people arrive, and in the first month we made sure more of those visitors became customers.

Revenue & Conversion Growth

With fewer visitors, overall revenue still grew month over month, driven by an 8% increase in conversion rate, a 10% increase in mobile conversion rate and a 2% increase in AOV. The new boards template lifted Add to Cart rates 36%, Reached Checkout rates 32% and conversion rate 27%, even with a phased rollout and several boards out of stock.

Site Performance

Targeted speed work cut mobile home page Total Blocking Time 85% and more than doubled the mobile performance score, from 27 to 56. Real-user loading speed and interactivity both improved and stayed well within Google’s benchmarks.

Lifecycle Momentum

Flow revenue grew 18%, with click rates up 25% and flow conversion rates up 23% month over month. A full audit set the plan for expanded flows, structured testing and re-engagement.

In 30 days, Rebel Cheese got a faster site, a better way to shop its boards, and a prioritized roadmap for what comes next. Built for momentum.

What’s Next: Agentic Commerce

AI shopping agents are already a growing channel for Rebel Cheese. In August, revenue from AI agents increased 44%, driven by a 55% increase in AOV on agent-placed orders while order volume held steady. We’re continuing to optimize product data and catalog structure so Rebel’s products are represented accurately wherever customers discover them, whether that’s on the site, in the inbox, or through an AI agent.