Dose
Seven concepts that ship
through the code freeze.
Concepts 1 to 7 run in Intelligems, Klaviyo, or the checkout. None of them need a theme deploy. Concept 8 is the landing-page work, which the freeze does touch, so it is here for discussion and September rather than for August. Everything is drawn from 19,188 post-purchase survey responses, 20,497 orders, 225 reviews from this month, 39 past experiments, and 30 days of analytics, all pulled on 16 July 2026.
in checkout
The one thing that shapes this whole roadmap
Roughly 76% of Dose orders never touch the website. They are subscription renewals that bill automatically. Only about 22% of orders come through the web checkout, and those are almost entirely new customers.
That is not a problem. It means the web checkout is not a cash register, it is the front door to an annuity. Every test below is aimed at that front door: get more first orders, make them worth more, and start them on the right plan. A one-point lift there compounds through every renewal that follows.
What the freeze blocks
Theme code, PDP layout, homepage structure, new sections. All eight concepts avoid these entirely.
What stays open
Intelligems checkout blocks and post-purchase offers (both native Shopify Plus apps), the Klaviyo popup, and Intelligems content tests on existing pages.
Popup
2 concepts Offer needs confirmingThe popup promises "UNLOCK 30% OFF" and asks for a wellness goal and an email. We can find no evidence that either the discount or the goal is actually used.
Give the popup a real offer, priced in dollars
The popup says UNLOCK 30% OFF. The footer, on the same page, says 10% off your first order. The announcement bar says Subscribe + Save 30%, which every visitor already gets without giving up an email.
We checked 4,541 web orders and found no popup discount code operating at any real volume. So the most likely explanation is that the popup is trading an email for a discount the shopper would have received anyway. That is a weak trade, and shoppers who notice it lose trust.
This test replaces the vague percentage with a concrete dollar amount and makes the footer agree with it. Percentages describe a rule. Dollars describe a gift. On a $90 three-pack, 30% is $27 off, and $27 reads as bigger than 30% to most shoppers.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| No popup discount code is actually being used | Fairing coupon data, 4,541 web orders, 7 days to 16 Jul 2026 |
82.8% of orders carry no discount code at all, and DOSE30 appears on 5 of 4,541 (0.1%). Nearly every code in use is an influencer code (POUROVER, TUCKER, BONGINO, CANDACE). Yet Intelligems shows a 22.6% average discount across all orders while only 17.2% use a code. The discount is structural, it comes from Subscribe & Save, which is consistent with the popup's "30% off" being the price every visitor already sees. |
| The site contradicts itself on the offer | dosedaily.co homepage and footer, captured 16 Jul 2026 | Popup: "UNLOCK 30% OFF". Footer: "Sign up and get 10% off your first order". Announcement bar: "SUBSCRIBE + SAVE 30%". Three different numbers on one page. |
| Dollar framing beats percentage framing, repeatedly | Convertibles case library, two anonymized DTC clients | Swapping % for a fixed $ amount produced +$45,000/mo, +43% email capture, +21% AOV on one brand, and +$60,000/mo, +26% email capture, +25% AOV on another. |
Use the wellness goal the popup already collects
The popup asks shoppers to pick a goal: liver, cholesterol, both, or overall wellbeing. Then it asks for an email and, as far as we can tell, the answer goes nowhere. The shopper lands on the same page they were already on.
That is a wasted declaration of intent. We know it is meaningful because Fairing asks a nearly identical question after purchase and gets a decisive split: 42.9% are buying to manage health markers and 30.5% for general liver health.
This test makes the second step of the popup answer the goal the shopper just picked: the matching product, the matching proof point, and the matching next step. Someone who taps "Cholesterol Health" should not have to go find the cholesterol product themselves.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| Shoppers arrive with a specific, declarable goal | Fairing, 2,952 responses to "main health goal", 7 days to 16 Jul 2026 | 42.9% manage health markers (cholesterol, blood sugar, liver enzymes). 30.5% general liver health. 15.7% digestion and bloating. 10.9% energy. The split is decisive, not noise. |
| Dose already asks the question twice and acts on neither | Popup screenshot + Fairing question set, 16 Jul 2026 | The popup asks the wellness goal before purchase. Fairing asks nearly the same question after purchase. The pre-purchase answer, the one that could change what the shopper sees, is the one being discarded. |
| Most buyers only ever meet one product | Shopify, 4,533 web orders, 3 days to 16 Jul 2026 | 68.6% of web orders are Liver only, 16.4% Cholesterol only, and just 11.0% the Bundle. Only 2.9% of orders contain two different product families. |
Checkout
3 concepts Never tested beforeAcross 39 Intelligems experiments, Dose has never once tested a checkout block. On Shopify Plus these are native, they need no theme code, and the freeze does not touch them.
Put the 11,000 reviews inside the checkout
Dose earns trust everywhere except the one place it is paid for. The PDP carries 11,000+ five star reviews and a clinical study. The checkout carries a logo and a form.
That matters more here than for most brands, because 58% of Dose buyers arrive from Facebook and Instagram. They are cold. They met the brand minutes ago. And 71% of them are 45 or older, an audience that reads carefully and does not extend the benefit of the doubt to an unfamiliar supplement.
This test places a rating line and two real, named reviews above the order summary, where hesitation peaks.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| The checkout has never been tested, at all | Intelligems, all 39 experiences, pulled 16 Jul 2026 | Every experiment to date is a theme, content, URL, or injection test. Zero use checkout blocks. This is the largest untouched surface Dose has, and Shopify Plus already grants access to it. |
| Cold, older buyers with nobody vouching for the brand | Fairing, 4,529 "How did you hear about us?" + 2,328 age responses, 7 days | Facebook 38.1% and Instagram 19.9%, so 58% discover Dose through paid social. Doctor Referral is 0.84%. And 71% of buyers are 45+ (55-64 is the biggest bracket at 28.7%), 63.9% female. Trust has to be built on the page, not assumed. |
| Mobile is 9 in 10 visitors and converts half as well | Intelligems 30d (device split) + GA4 30d mobile funnel | Mobile is 90.7% of visitors but converts at 1.38% against desktop's 2.69%, and earns $1.25 per visitor against $2.73. It is worse at every step. The size of it: ~52,157 people reach the mobile checkout every month and leave (45.5% completion). |
Say the quiet part at checkout: free shipping, cancel anytime, 30-day guarantee
Dose makes three strong promises and then hides all three at the moment of payment.
The announcement bar promises free shipping on all orders. At checkout, the shipping line reads "Enter shipping address", so the promise looks conditional right when the shopper is deciding. The PDP promises no commitments, adjust or cancel anytime and a 30-day money-back guarantee. Neither appears in the checkout.
Meanwhile the checkout shows a recurring subtotal that is higher than the price the shopper just agreed to, because the subscription is 30% off the first order and 15% off every one after. A $90 three-pack is $63 today and $76.50 thereafter. That is disclosed on the PDP, but quietly, and the checkout is where it lands.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| They abandon late, after they have already committed | Shopify abandoned checkouts, 1,415 records, 3 days to 16 Jul 2026 | 93.7% of abandoned checkouts already had a shipping address entered. People are not bouncing off the first field. They get to payment and order review, which is exactly where the total and the recurring terms appear, and leave. Those carts are worth the same as the ones that convert: $100.64 average against $99.50 for completed web orders. This is not a qualification problem. |
| The free shipping promise is contradicted at the worst moment | dosedaily.co announcement bar + live checkout, 16 Jul 2026 | Sitewide bar reads "FREE SHIPPING ON ALL ORDERS". Checkout reads "Enter shipping address" until an address is typed. The shopper has to earn back a promise they were already given. |
| The recurring price is higher than the price they agreed to | Shopify product data, verified 16 Jul 2026 | 3-Pack: $90 list, $63 first order (30% off), $76.50 recurring (15% off). 6-Pack: $160 / $112 / $136. The PDP badge says "30% Off" and anchors $63. The checkout is where $76.50 appears. |
Offer the second system at checkout
Dose sells systems that overlap, and its customers have overlapping problems. But almost nobody buys more than one.
68.6% of web orders are Liver only. Just 2.9% contain two product families. Yet when Dose asks its own buyers what else they are dealing with, 17.5% say gut health, 14.5% blood pressure, and 8.6% cholesterol. The demand is documented. The basket does not reflect it.
This test adds a single, relevant upsell above the order summary: cholesterol to liver buyers, liver to cholesterol buyers. One product, matched to the cart. Not a carousel.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| Baskets are almost always single-product | Shopify, 20,497 orders / 4,533 web orders, 3 days to 16 Jul 2026 | 83.5% of all orders contain exactly one product. Only 2.9% of web orders contain two product families. Liver and Cholesterol appeared together on just 293 orders in 3 days. |
| Buyers report the exact problems the other products solve | Fairing, 4,436 responses to "What other health issues are you facing?", 7 days | Gut health 17.5%, blood pressure 14.5%, joints 14.2%, brain fog 11.2%, blood sugar 9.9%, cholesterol 8.6%. Only 6.9% say "none right now". |
| There is room in the order without pushing anyone | Fairing order totals, 4,541 web orders + Intelligems 30d | Median order is $81.09 and 45% of orders are under $75, against a $92.97 AOV. Free shipping already applies to everything, so there is no threshold to game, only a genuinely relevant second product to offer. |
Post-Purchase
2 concepts Virgin territoryDose has never run a post-purchase offer. This is the only surface where a test cannot cost a conversion, because the order is already paid for.
The travel pack, offered at the one moment it makes sense
Dose sells a 2oz 24-pack. Almost nobody buys it: 70 one-time orders in 3 days, against 523 for the liver 3-pack. It is not a bad product. It is a product nobody meets.
Meanwhile the reviews keep raising the exact problem it solves. Customers love the ritual and then hit a wall the moment they leave the house. One of them says it plainly: "I can't figure out how to travel with it, so my consumption will be interrupted a bit for the next several weeks." A customer who breaks the habit stops renewing.
A post-purchase offer costs nothing to test. The order is already banked. If they decline, Dose keeps the sale and we learn.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| Travel is a named, recurring reason people break the habit | Reviews, 225 published this month | A customer who likes the product and still cannot keep taking it:"I have no idea if it's doing me any good or not, but I like the flavors and I'm willing to keep using it. My only problem is that I can't figure out how to travel with it, so my consumption will be interrupted a bit for the next several weeks."Another, unprompted: "Great for travel." And a touring musician: "I can't wait to return home... to order my next 30 day supply." |
| The product that solves it exists and is invisible | Shopify, 3 days to 16 Jul 2026 + PDP | The 2oz 24-Pack ($99 one-time / $69.30 subscribed) drew 70 one-time orders in 3 days versus 523 for the Liver 16oz 3-Pack. The PDP hides it behind a 16oz / 2oz toggle that most shoppers never touch. |
| Nothing happens after the buy button today | Intelligems (39 experiences) + Intelligems sitewide, 30 days to 16 Jul 2026 | Zero post-purchase experiences have ever been configured. Meanwhile 44,736 web orders a month reach the thank-you page and are shown nothing. Every dollar this earns is incremental, and a declined offer costs Dose nothing. |
Convert the one-time buyer after they have already bought
About 32% of web orders are one-time purchases, and they are not small. One-time buyers spend $120.89 on average, against $89.38 for someone starting a subscription. They are Dose's highest-value first orders and its least valuable customers, because they never come back automatically.
On the PDP, subscribing is a decision made under pressure, next to a price. After purchase, the pressure is gone. They have committed, they are pleased, and the only question left is whether the next bottle should arrive by itself.
This test offers exactly that on the thank-you page: keep the order you just placed, and let the next one repeat.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| One-third of new customers leave without a repeat path | Shopify, 4,533 web orders, 3 days to 16 Jul 2026 | 32.1% of web orders are one-time (1,456 of 4,533). Given roughly 44,736 web orders a month, that is on the order of 14,000 first orders a month with no second order scheduled. |
| These are the biggest orders Dose takes | Shopify, order totals by subscription tag, 3 days | One-time mean $120.89 (median $98.78) versus subscription-first mean $89.38 (median $69.30). They are buying larger packs at full price. They are not price-sensitive, they are commitment-sensitive. |
| Subscription resistance is about control, not cost | Reviews, 225 published this month | The complaint is never "too expensive to subscribe", it is being enrolled without meaning to:"They put me on autoship. I only wanted to try this product."An offer made after the purchase, that they can simply decline, is the opposite of that experience. |
Landing Page
1 concept For discussion / SeptemberOne thing worth putting on the table: the landing pages are not a side project. They are where most first orders begin. This is also the one area the freeze genuinely blocks, so it is a conversation rather than an August slot.
Lead the biggest landing page with the thing customers actually rave about
57% of first orders start on a /pages/ landing page, not the homepage and not the PDP. The single biggest, /pages/16oz-2oz-2-v1, drove 15.2% of first orders in the last 7 days. That is level with the homepage at 15.4%. This page has more than enough traffic to test properly on its own.
And there is a clear thing to test. We read all 225 reviews published this month. 78 of them, 35%, talk about the taste. It is the single most common thing Dose customers say, by a distance, and it is nowhere near the top of the page. The second most common theme is the opposite: 11% say they cannot tell whether it is working yet.
So the variation leads with taste, the thing that makes the habit stick, and immediately answers the doubt with the results timeline that already exists on the PDP. Nothing new gets designed. It gets moved to where the traffic is.
Evidence
| Signal | Source | Supporting data |
|---|---|---|
| This one page carries as many first orders as the homepage | Fairing landing-page data, 4,541 web orders, 7 days to 16 Jul 2026 |
/pages/16oz-2oz-2-v1 = 15.2% of first orders (692 in 7 days). Homepage = 15.4%. Across all 26 /pages/ LPs, 57.3% of first orders. There is more than enough volume to read a result in two weeks. |
| Taste is the most common thing Dose customers say, by far | Reviews, all 225 published this month, counted individually | 78 of 225 (35%) mention taste or flavour. It beats every other theme combined."Taking a liquid supplement that tastes great truly makes the whole experience more enjoyable... The delicious taste transforms a simple health habit into a delightful treat, making it much easier to stay on track."Even the sceptics: "Taste awful, but i am getting healthy. That is all that matters." |
| The doubt that costs subscriptions is "is this even working?" | Reviews (225, this month) + Fairing (2,952 goal responses, 7d) | 11% of reviews say some version of "too early to tell" or "nothing seems different", the second most common theme after taste. Meanwhile 42.9% bought specifically to move a health marker and 30.5% for general liver health. Nearly three in four are buying an outcome they cannot see for months. They need to know when to expect it, or they cancel before the product has had a chance. |
/pages/ hero means touching the theme, so the freeze rules this out for August. The Jurni pages (/apps/jurni/*) are a different system, built outside the theme, so they can move during the freeze. But they carry 5.6% of first orders against 57% for the /pages/ LPs, and that 5.6% is split across 18 separate Jurni pages. The biggest one draws 53 first orders a week, so testing any single page there would take months to read. Two options: we talk through what is worth testing on Jurni during the freeze, or we hold this for September and run it on the page doing 15% of first orders. Our recommendation is September, and it depends on what the Jurni pages are for (see below).Left to clarify
Six things we could not answer from the data alone. Each one changes what we build, so they are worth ten minutes on the call.
What does the popup actually give someone?
We checked 4,541 orders. 82.8% used no code at all, and DOSE30 shows up on 5 of them. If there is a unique Klaviyo code we are missing, point us at it and we will test against it. If the "30% off" is just Subscribe & Save, then the popup is asking for an email in exchange for something the shopper already had.
Where does the wellness-goal answer go?
The popup asks shoppers to pick liver, cholesterol, both, or wellbeing. Does that pick tag the profile and trigger a goal-specific email flow, or does everyone land in the same welcome sequence? If the flow is already segmented, concept 2 just extends that logic onto the site.
Is the 30% / 15% subscription split deliberate?
First order is 30% off ($63 on a 3-pack), every order after is 15% off ($76.50). It is disclosed on the PDP, but the badge says "30% Off" and the price anchors $63. Customers meet $76.50 at checkout. Is that a deliberate acquisition trade, and are we seeing it show up in first-renewal churn?
Do we have any post-purchase offers today?
We can find none in Intelligems, which would make this genuinely new ground. One dependency: Intelligems is asking someone to confirm new Shopify permissions before post-purchase can be used. Who is best placed to approve that?
Can a post-purchase offer start a Skio subscription?
Subscriptions run on Skio, on Shopify's native subscription contracts. Post-purchase offers and selling plans do not always work together, so this is a real technical question rather than a formality. If the answer is no, we swap in a one-click second box instead and keep part of the value.
What are the Jurni pages for?
The Jurni pages carry 5.6% of first orders across 18 pages (the biggest does 53 a week), while the /pages/ LPs carry 57%. Who owns them, what are they meant to prove, and do we want to push traffic to them? If they are the sandbox, that changes what we do with the LP work during the freeze.
To flag and fix
Not testsTwo things we found while digging that are worth fixing regardless of which concepts get picked.
GA4 is counting subscription renewals as desktop purchases
GA4 reports 164,243 desktop purchases against only 16,684 desktop checkouts, which is not possible, and its 30-day revenue is 5.1x what Intelligems reports. We think we know why. GA4 is capturing every order including subscription renewals, and a renewal has no browsing session, so it lands under "desktop". The arithmetic backs it up: GA4's 208,621 total purchases match Shopify's ~205,000 all-in orders, while GA4's mobile and tablet purchases (44,378) match Intelligems' 44,736 web orders almost exactly. So desktop revenue and conversion rate are inflated and should not be used to make decisions; mobile and tablet are clean. We have used Intelligems for conversion, AOV and revenue throughout this deck. Worth fixing, because it is likely feeding other decisions too.
The footer and the popup disagree on the offer
The popup says 30% off. The footer, on the same page, says 10% off your first order. The announcement bar says Subscribe + Save 30%. Three numbers, one page. Whichever one is right, the other two should follow it, and that is worth doing whether or not concept 1 runs.
