Doich
CRO Testing Concepts
June
2026
Two concepts for June. The cart drawer test fills dead space at the highest-intent moment on the site, and the second concept takes a bigger swing on the underlying offer — a new pack ladder anchored on the 18-pack to pull first-time AOV up from where it's currently mode-locked. Grounded in the Fairing post-purchase survey, the May manual survey, Shopify orders, GA4 traffic, and the cost-structure work the team has already shared. The second tab collects future high-impact areas; the third surfaces an engineering fix flag. Approve, push back, or pick a subset.
1
Why we're testing
Today the cart drawer is a line item and a Check Out button. Everything in between is white space. We use that space to do three things: show how close the buyer is to free shipping, point them at the next pack tier with the live Buy 3 Get 1 Free promo, and add small trust signals at the decision point. Three additive moves on a surface that currently sells nothing.
Concept illustration only. Final design will differ. Threshold matches the current $45 announcement bar; review count and badge wording confirmed before launch.
Evidence
| Signal | Source |
|---|---|
| Shipping is the most common reason buyers say they almost didn't buy, cited equally by first-time and repeat buyers. The majority of orders also fall below the $45 free-shipping line, so the nudge-able cohort is the larger half of the distribution. | Fairing post-purchase survey · 90 days · "What almost stopped you?" |
| Doich already runs Buy 3 Get 1 Free, Buy 4 Get 2, and Buy 5 Get 3 in the announcement bar. The cart drawer makes no reference to that promo. A second cluster of buyers describes friction finding or applying advertised discounts. | doichfoods.com announcement bar · observed 2026-05-26 · Fairing 90d |
| A separate cluster of buyers describes trust hesitation at checkout (scam/fraud worry, not enough reviews surfaced, missing nutrition info). Small trust signals at the cart resolve this without changing the buy box. | Fairing post-purchase survey · 90 days |
Priority Reasoning
The cart drawer is currently empty real estate at the highest-intent moment on the site. The three additions are independent levers, so the wireframe stage can decide which combination becomes V1 versus V2.
2
Why we're testing
Doich's current ladder lets buyers settle in a price band where the brand makes near-zero margin and AOV stalls well short of the $50 target. Framing changes can't close that gap; a new offer can. We replace the existing 2/4/6/8 ladder with 6/12/18, kill the cheap entry point, and use a steep 18-pack discount plus tooltip copy ("most popular", "lasts a family of three two weeks") to anchor on the high-quantity buy. Same surface, structurally different ask.
Concept illustration only. Final design will differ. Discount percentages and the 18-pack price are illustrative; brand-side cost-structure work is the dependency before brief (see priority reasoning).
Evidence
| Signal | Source |
|---|---|
| Sitewide AOV is $29.29 against a stated $50 target. Mobile AOV is $23.05 and mobile carries the majority of sessions. The 2-pack tier — the natural settling point on the current ladder — runs at a 1.56% contribution margin; the brand makes effectively nothing on its most common order. | Shopify orders 90d · GA4 funnel by device 7d · cost-structure table 2026-05-12 |
| Brand-side is already aligned on a structural offer change. Jack 2026-05-12 floated a 2/4/8/12 ladder with a 10/15/20% discount stack; Clayton 2026-05-12 floated 8 (min) / 16 / 24 with free shipping on subscription; Clayton 2026-05-27 proposed 6/12/18 with the 18-pack as the anchor. | Slack · packaging-breakpoint thread 2026-05-12 · 2026-05-27 update |
| The reference brand the team has flagged (bootyliciousmuffins.com 12-pack PDP) leads with a single anchor SKU and a steep discount, then secondary pack sizes around it. It's a proven format in adjacent snacking-DTC for raising entry AOV. | bootyliciousmuffins.com/products/double-chocolate-12-pack · cited Slack 2026-05-12 |
Priority Reasoning
This replaces the previously-queued framing test (DC04) because reframing an offer can't fix an offer that doesn't move AOV. The PDP is the deepest funnel surface and the pack ladder is the lever; killing the cheap entry tiers and anchoring on a 30%-off 18-pack reshapes what an "average" Doich order looks like, not just how it's labelled. Cost-structure dependency: the existing 2026-05-12 table goes up to a 12-pack. The 18-pack needs COGS + 3PL shipping confirmed before brief; the discount % shown here is illustrative until then.
Future High-Impact Area · Not in June Slate
1
Why we're testing
The homepage hero subhead today reads "Designed to crave, built to snack" — a generic indulgence line. The dietary claim that actually does the persuasion work ("Low sugar. 3x more protein than the leading cookie dough.") sits below the fold under the flavor block. Search-acquired buyers reorder roughly 1.6 times more often than social-acquired buyers, and they over-index on dietary vocabulary. We move the macro claim up into the hero and add a small allergen / star-rating strip so first-time visitors can verify above the fold.
Concept illustration only. Final design will differ. The macro / dietary line and the review count match copy that already appears elsewhere on the site; review count to be verified against Judge.me before launch.
Evidence
| Signal | Source |
|---|---|
| Search-acquired buyers reorder multiple times at a noticeably higher rate than social-acquired buyers, and they over-index on dietary vocabulary. The dietary cohort is Doich's highest-LTV cohort and the homepage hero is the first thing they see. | Manual customer survey · May 2026 · Q1 / Q2 cross-tab |
| A cluster of buyers describes trust hesitation at the buy decision (scam fear, fraud worry, "not seeing enough reviews", missing nutrition info). The current homepage above the fold has no review count, no allergen badges, no press signal. | Fairing post-purchase survey · 90 days |
| Search demand for "high protein cookie dough" is up sharply year-over-year with low competition. The macro claim is the term that's growing, so leading with it on the homepage hero matches the rising search intent. | Keyword research · Slack 2026-05-19 |
Priority Reasoning
Copy-and-badge level change on the highest-impression surface. No new feature build. The macro line and the allergen badges already exist on the PDP and the product tiles; we are surfacing what's already true.
Future High-Impact Area · Not in June Slate
2
Why we're testing
Across the Fairing post-purchase survey and the manual customer survey, "mix and match" / "build your own" is the single most-repeated request for a missing offer. Several buyers explicitly say they downgraded to a smaller pack because they couldn't pick the flavors. The curated variety pack still serves a different cohort, so this is a parallel SKU, not a replacement. Paired with the new pack-ladder offer it's complementary, not competing: same surface, different decision path.
Concept illustration only. Final design will differ. Flavor list, pack-size pairing, and discount structure all confirmed against the live ladder before brief.
Evidence
| Signal | Source |
|---|---|
| 17 of 507 Fairing post-purchase responses in 90 days explicitly name "mix and match" or "build your own" as the missing offer. Several state they downgraded ("I would like to buy a 4 pack but it won't allow me to get different flavors in it"). This is the single largest unmet-demand cluster in the post-purchase data. | Fairing post-purchase survey · 90 days · "missing offer" cluster |
| 5 of 46 manual-survey respondents asked for "bundle / build-your-own bundle" independently. Brand-side already aligned on the ask: Jack 2026-05-19 on the survey review chat called out one verbatim by name ("If there was a build your own bundle that would be great"). | Manual customer survey May 2026 · Slack survey review 2026-05-19 |
| The 4-pack tier runs at 26.86% CM and clears the $45 free-shipping threshold; a BYO 6-pack lands in the $45–$50 band that matches the $50 AOV target. BYO opens a parallel AOV path that doesn't depend on the curated variety pack staying in stock. | insights/aov-opportunities.md · cost-structure 2026-05-12 |
Priority Reasoning
Highest-quality unmet-demand signal in the dataset: first-party verbatims, cross-source confirmation across Fairing + manual survey + brand-side Slack, and a clean AOV path that doesn't cannibalize the curated variety pack. Build dependency: the pack-builder mechanic isn't shipped yet. Sequenced behind that engineering work, this test should ride whatever ladder wins the offer test in slot 2; the curated variety pack stays live in parallel.
Future High-Impact Area · Not in June Slate
3
Why we're testing
The ambassador apply page today is a multi-step form. One question per screen, no statement of what an ambassador gets, no estimated time, no preview of the reward. Meanwhile the AMBASS20 code carries roughly a third of all orders, so the program already works once people are in it. We replace the form with one screen that leads with the reward, shows the full form, and issues the code on submit. The primary metric is form-fill (apply) rate, not purchases — this page exists to recruit ambassadors, not to sell directly.
Concept illustration only. Final design will differ. Reward copy and ambassador-approval policy confirmed with the team before launch.
Evidence
| Signal | Source |
|---|---|
| 297 sessions landed on the ambassador apply page in 7 days (255 mobile, 42 tablet, zero desktop) — roughly 1,200 sessions per 30 days at run rate. Form-fill rate is not currently tracked, so the test will instrument a submit event and measure single-screen apply against the existing multi-step form as the primary metric. | GA4 landings by device · 7 days ending 2026-05-21 |
| The AMBASS20 code appears on roughly a third of all orders. The program already drives meaningful volume; the bottleneck is the page where new applicants land. | Shopify orders · 60 days · May 2026 |
| Buyers who self-identify as ambassadors repeat at a noticeably higher rate than the general population. Each apply-page conversion compounds. | Fairing post-purchase survey · 90 days · ambassador-language segment |
Priority Reasoning
The current page is a Tally / TypeForm embed with no value proposition shown up front. Replacing it with a single-screen apply that leads with the reward is a low-effort, high-leverage move. Primary metric is apply-form completion rate; downstream revenue is a secondary, lagged read given the ambassador cohort's higher repeat rate. Instrumentation prerequisite: the test cannot read without a custom event firing on form submit (and ideally on form start). Wire this into the same dev ticket as the page rebuild — without it, both variants are unmeasurable.
Engineering Fix Flag · Not a Test
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Why we're flagging this
A meaningful slice of buyers describe friction finding, seeing, or applying a discount code. Three failure modes cluster: advertised codes don't render at checkout, SMS / text codes glitch and force a cart restart, and buyers leave the site to hunt for codes. Independently, the orders data confirms the discount layer is load-bearing — well over half of orders carry a code. This is a bug-fix flag, not a CRO test. Fix the underlying issue first; any framing experiment afterward will read cleaner.
"No discount code as advertised."Fairing post-purchase survey · 90 days
"The text code glitched had to back out to get new code."Fairing post-purchase survey · 90 days
"Needed to find promo codes and search for membership program etc."Fairing post-purchase survey · 90 days
"Confusion over discounts."Fairing post-purchase survey · 90 days
Recurring theme
Evidence
| Signal | Source |
|---|---|
| A meaningful slice of post-purchase responses describe code-related friction. Three failure modes recur: advertised codes don't render, SMS / text codes glitch, buyers leave the site to find codes. | Fairing post-purchase survey · 90 days |
| Well over half of orders in the trailing 60 days carry a discount code. The discount layer is load-bearing; failures in it leak revenue directly. | Shopify orders · 60 days · May 2026 |
| The fix is independent of any framing test. Repairing the layer first means any later test on discount visibility or code placement reads cleanly, not confounded by underlying failures. | Engineering scope recommendation |
Recommended Action
Hand to Doich's dev team. Audit the three failure modes against Shopify's discount-application logic and the SMS / popup code-issuance flow. No A/B test needed — the codes are advertised; they should work. We can revisit a discount-visibility test once the underlying layer is stable.