Doich
CRO Testing Concepts
August
2026
Four concepts for August 2026, based on the Fairing post-purchase survey, Shopify orders and abandoned checkouts, GA4 traffic, keyword research, and the live DC06 results. Doich runs two slots a month, so these are options to choose from; the other tab holds benched follow-ups.
1
Why we're testing
The cart drawer is dead space at the highest-intent moment on the site. Fill it, right where people decide, with a free-shipping progress bar, social proof, and the dietary badges.
2–3 variations to split across cells
- Free-shipping progress bar: "you're $X away from free shipping," with one canonical $50 threshold.
- Social proof: verified review count and star rating in the drawer.
- Dietary badges and USPs: gluten-free, plant-based, low-sugar, top-allergen-free.
Concept illustration only. Final design will differ. Threshold, review count, and badge wording all to be confirmed before launch.
Evidence
| Signal | Source |
|---|---|
| Shipping is the #1 stated checkout objection at 26.9% and rising, cited by first-time and repeat buyers alike (27.7% vs 22.5%), so the fix is site-wide. | Fairing post-purchase survey · 90 days |
| 94.9% of abandoned carts sit under the $50 free-shipping line and face a ~$7 charge, about a 36% surcharge on a ~$19 cart. DC06's five-pack baskets sit ~$10 from the line, so a one-tier nudge can push them over. | Shopify abandoned checkouts · 30 days |
| Buyers report conflicting thresholds ("$45", "$50", "under $25"), so part of the objection is confusion, not price. The DC06 economics model uses $50, so state that one number everywhere. | Fairing post-purchase survey · 90 days · 10 verbatims |
2
Why we're testing
V3 removed the single jar and now asks every buyer to build a five-flavor pack from an empty "0 / 5" builder. Make that choice fast so it doesn't become a new drop-off at the moment of purchase.
Variations to split across cells
- Pre-fill the builder with a recommended 5, fully editable, instead of an empty 0 / 5 start.
- One-tap presets: "Bestsellers," "One of each."
- "5 of my favorite" one-tap path for loyalists who want a single flavor.
- Per-flavor "most-loved" tags to guide the pick.
Concept illustration only. Final design will differ. Inline on the V3 builder, not a popup: presets and a pre-filled 5 replace the empty "0 / 5" start. Flavor names, preset mixes, and the default selection confirmed before build.
Evidence
| Signal | Source |
|---|---|
| V3 makes a five-flavor choice mandatory for every order (Shopify: ~40% previously bought a single jar and made no real flavor choice), and the Variety Pack fallback is excluded from V3, so every buyer now faces an active build. | Shopify orders · ~60 days · DC06 build |
| Buyers actively want to choose their own flavors: 17 Fairing verbatims asked to pick their own mix. Presets and "most-loved" tags make that wanted step fast instead of a chore. | Fairing 90 days · May customer survey |
3
Why we're testing
V3's rollout lifts per-customer margin enough to scale paid acquisition, so the lever becomes converting that paid traffic efficiently. Today paid clicks hit the generic product page and bounce. Build landing pages matched to each Meta ad that pick up its promise and lead with proof, so paid social converts. Build one page per angle and scale what proves out.
Potential angles
- Protein LP matched to a protein Meta ad — the sharpest differentiator.
- "You've heard of David Protein, now meet Doich" comparison — a protein creative angle.
- Persona-matched LPs for other Meta ad angles (advertorial / listicle for cold traffic).
- Protein search page: "high protein cookie dough," +523% YoY at low competition — a cheap, high-intent parallel.
- Gluten-free search: "gluten free cookie dough," ~8,100/mo (higher competition, later).
Concept illustration only. Final design will differ. One example of a message-matched page, here a protein angle matched to a Meta ad, with search pages in parallel. Macro claims, review count, and the David Protein comparison need brand and legal review before launch.
Evidence
| Signal | Source |
|---|---|
| V3's rollout lifts per-customer margin to about $28, from about $8 (the team's "Meta break-even CAC"), enough to scale paid acquisition efficiently. | Intelligems DC06 · team unit-economics model |
| Paid clicks land on the generic product page today, where message-match is weak: variant deep-links show a wide conversion spread on similar traffic. Matching the page to the ad is the highest-leverage fix. | GA4 landing-page CR by variant · 30 days |
| "High protein cookie dough" is up 523% YoY at low competition, and search buyers reorder far more than social (50% vs 32% multiple reorders), so a protein-search page is a cheap, high-intent parallel. | Keyword research · May customer survey · Fairing 90 days |
4
Why we're testing
Reviews are the proof that answers "is this real," and today they undercut it: the top of the page promises "thousands of verified 5-star reviews," but the section is three plain-text reviews with no photos, so it reads as fake. Make the claim specific and clickable, rebuild the section with real, visual, verified reviews, and add reviews or UGC to the gallery, without touching the offer.
Variations to split across cells
- Specific, clickable review line up top ("★ 4.8 · 2,300 verified reviews") that jumps to a rebuilt reviews section: real names, customer photos / UGC, verified badges and volume, not three lines of plain text.
- Real reviews or UGC inside the image gallery, alongside the Good Housekeeping badge already there.
Concept illustration only. Final design will differ. Rating and count are placeholders to confirm against the reviews app. The section already exists but is three plain-text reviews with no visuals; this rebuilds it with real, photo-backed, verified reviews and links the top line to it.
Evidence
| Signal | Source |
|---|---|
| 7.5% of stated objections cluster on "I can't verify this is real": scam or fraud worry (7), not enough reviews surfaced (19), missing nutrition (12). Buyers say it directly: "not seeing enough reviews of the product." | Fairing post-purchase survey · n=507 (Mar–May wave) |
| The page over-promises and under-delivers proof: the top claims "thousands of verified 5-star reviews," but the section is three plain-text reviews with no photos or names, which reads as fake and undercuts the trust it is meant to build. | On-site · PDP · 2026-07-30 |
1
Why it matters
V3's five-jar minimum is what drives the bigger baskets, but it removed the cheap single-jar entry returning buyers were used to, which is why blended revenue-per-visitor is negative even though new-visitor is positive. The follow-up gives those buyers a lighter way back in, a smaller entry or first-time trial, to win back conversion without giving up the basket and subscription gains. Same buy box as DC06, so it's queued right behind V3's rollout.
Concept illustration only. Final design will differ. A lighter entry (shown as a 3-pack) added alongside the existing bundles, so buyers who bounced at the five-jar minimum have a way in. Entry size and price to confirm.
Evidence
| Signal | Source |
|---|---|
| V3's revenue-per-visitor is +6% for new visitors but −12% blended, because returning buyers lost the entry option they knew. | Intelligems DC06 |
| Conversion is down about a third by design; recovering part of it while holding the order-value gain is the biggest lever on revenue-per-visitor for this offer. | Intelligems DC06 · new-visitor cohort |
2
Why it's parked
A one-tap offer after checkout can lift order value with zero conversion risk, because the sale is banked. It's parked because both the offer and the tooling are unresolved.
Offer options
- Convert one-time buyers to a subscription (on-strategy, feeds the margin engine).
- Add jars or a pack upgrade.
- Add the flavors they skipped.
Feasibility to confirm
- Needs a dedicated post-purchase app; Intelligems can't run it natively.
- The one-click page won't show for subscription or PayPal orders, so it reaches ~half of orders. Running it on Intelligems means moving it pre-purchase and losing the zero-risk edge.
Evidence
| Signal | Source |
|---|---|
| One-time orders are roughly half the base, the window a post-purchase offer targets after the subscription default catches first-order intent. | Shopify orders · ~60 days |
| Zero conversion risk, the sale is already banked, and a separate surface, so it can run alongside the live buy-box tests without collision. | Shopify post-purchase mechanics |