ds18
CRO Testing Roadmap
June
2026
Five concepts for June, drawn from 5,375 post-purchase survey responses, 196 product reviews, 60 days of Shopify orders, Google Analytics, and DS18's own A/B testing history. Pick three for this month.
1
Why we're testing
Loudspeakers is the most-engaged collection on the site, but it carries 24 series in a horizontal carousel built for 6. 153 buyers told us finding the product was difficult. We group the 24 series under DS18's own four type filters so shoppers narrow the field first, then pick a series.
* Concept illustration only. Series-to-type mapping and product counts confirmed via DS18 catalog export before launch.
Evidence
| Signal | Source |
|---|---|
| 9.4% of buyers (153 of 1,628) said finding the product they wanted was Somewhat or Very Difficult. | Fairing post-purchase survey · 60 days · "How easy was it to find the product?" |
| Loudspeakers carries 171 products across 24 series. The current "Shop by Series" carousel works at Coaxial scale (6 series) but hides everything past view 1 here. | DS18 site audit · May 2026 |
| /collections/loudspeakers receives 7,217 sessions in 30 days at 462 seconds average engagement. Comparison shoppers are already on the page. | GA4 landings by device · 30 days |
Priority Reasoning
Mid-Range, Mid-Bass, Full-Range, and Hybrid are DS18's own live filter values, so we're surfacing structure that already exists rather than inventing one. Sits downstream of the in-flight mega-menu test (DS03), reinforcing it.
2
Why we're testing
$5-10k a month is lost because product pages don't tell buyers they also need an amp and wiring. We're redesigning a section that's already on every speaker page.
* Concept illustration only. Final design will differ. Final list of products confirmed before launch.
Evidence
| Signal | Source |
|---|---|
| When buyers order a speaker, amp, or sub, only 9.5% also add wiring. Industry standard is 15-25%, that's about $5-10k a month left on the table. | Shopify orders · 60 days |
| 74 buyers mentioned "amp" or "amplifier" and 53 mentioned "wiring" or "harness" in their open survey responses. "Knowing what to buy" is the largest single theme. | Fairing post-purchase survey · 60 days · 12,406 responses |
| DS18 already tested a headline-only swap to "Complete Your System" (DS18-030) and it lost on both desktop and mobile. The lever is content curation, not the copy. Inferred from variation names and Intelligems result metrics; the DS18 test brief and wireframe have not been shared with us yet. | Intelligems prior test · DS18-030 |
Priority Reasoning
The "Complete Your System" section already exists on every speaker and sub page, today showing 4 unrelated speakers. We change what's in the slot, not what it's called. DS18-030 confirmed copy alone doesn't move it.
3
Why we're testing
At $381 average order, buyers want to talk to a real person before paying. Replace the slide-out mini-cart with the full cart page, and put a Call Us button right next to Checkout.
* Concept illustration only. Final design will differ. Call Us button goes live once support staffing is confirmed.
Evidence
| Signal | Source |
|---|---|
| $381 average order (up 9% MoM), most carts holding 3-4 items (amp + speakers + wiring). Brands at this price point typically show the full cart, not a slide-out. | Intelligems sitewide · 30 days |
| DS18-004 (Sticky Call Now Button) drove +13.8% conversion rate on the integrated-header variant and was rolled out sitewide. The call channel is proven. Inferred from variation names, result metrics, and rollout status in Intelligems; the DS18 test brief and wireframe have not been shared with us yet. | Intelligems prior test · DS18-004 |
| 10 of 1,797 free-text responses mention wanting to call, phone, or speak to a person. One told us: "I like talking to the person instead of taking a chance." | Fairing post-purchase survey · 60 days · open-ended responses |
Priority Reasoning
DS18-004 already proved a call button drives sitewide conversion. This concept moves that proven channel into the highest-AOV decision on the site, the cart. If customer service staffing isn't confirmed by launch, we ship a Live Chat button instead, since 5.6% of reviews already describe phones going unanswered.
4
Why we're testing
35 buyers asked for vehicle fit info in the last 60 days. Rockford and Skar both show it at the top of every product page. DS18 doesn't.
* Concept illustration only. Final design will differ. Vehicle list pulled from existing product data where available.
Evidence
| Signal | Source |
|---|---|
| 35 buyers asked about fit and 112 named a specific vehicle (Jeep, Harley, Slingshot, marine, powersports) in their open survey responses. The loudest single theme. | Fairing post-purchase survey · 60 days · 12,406 responses |
| 8 reviews mention buying something that didn't fit their vehicle or install spot. Affected vehicles include Slingshot, Harley, 4Runner, Jeep, Versa. | Judge.me reviews · 60 days · 196 reviews |
| Jeep products alone made $189,000 in 60 days, our 4th-biggest category. Vehicle-specific products are top revenue pages. | Shopify orders · 60 days |
Priority Reasoning
Just a text addition to existing product pages, no dev work. Rockford and Skar already do this; DS18 doesn't. Only applied where we have the vehicle list already, and no prior DS18 fitment test in the history.
5
Why we're testing
Product pages show the star rating at the top, but buyers have to scroll past the spec list and the video to read an actual review. The strongest customer quotes are already in last month's review pull.
* Concept illustration only. Final design will differ. Pilot reviews picked from May 2026 review data.
Evidence
| Signal | Source |
|---|---|
| Of 196 reviews in the last 60 days, 86 are 5-star with real body copy that's curatable as-is. Tim B., Brandon F., and Russell S. quotes are still in the pool. | Judge.me reviews · 60 days · 196 reviews |
| One buyer told us: "Some reviews on products under the items you're looking at." Confirms the demand. | Fairing post-purchase survey · 60 days · 12,406 responses |
| Open question before launch: DS18-046 (PDP - Elevated Reviews + SKU Reorder) went negative in Intelligems. We're inferring the test scope from the variation name only; the DS18 test brief and wireframe have not been shared with us. We'll confirm whether DS18-046 tested the same change as this concept before shipping. | Intelligems prior test · DS18-046 |
Priority Reasoning
Today the star count shows at the top, but you have to scroll past the spec list and video to read any review. We'd hand-pick 5-10 products first, then automate the selection. Worth confirming DS18-046's scope so this improves on, rather than repeats, a prior negative.
Future Concept · Requires DS18 Photography Build
→
The single biggest free-text theme in the post-purchase survey (12,406 responses, last 60 days) is buyers wanting to see the product on the bike, Jeep, or vehicle they intend to install it on. Direct verbatim asks recur across Q5 ("What part of the website would you improve?") and Q6 ("Biggest challenge with upgrading your audio?"), and 112 responses name a specific vehicle, making it the loudest single voice-of-customer signal in the dataset.
The fix is straightforward on its own: for PDPs where the SKU targets a specific vehicle (Harley, Jeep, Marine, Slingshot, Powersports), add one or more installed-on-vehicle shots to the product gallery alongside the existing studio shots. No new UX, no vehicle-finder, no PLP changes.
"More shots of product on bikes or in cars to see fitment abilities."Post-purchase survey · Q5 · 2026-05-08
"Better pictures with the items on the bikes."Post-purchase survey · Q5 · 2026-05-04
"More information on bikes and packages that you have for bikes. If I hadn't called in I would have missed out on my order because I didn't see it."Post-purchase survey · Q5 · 2026-05-05
"More plug and play options for the newer Jeep premium alpine system."Post-purchase survey · Q5 · 2026-05-09
"Just want there to be more decoration, maybe some demo videos of every product that you own and some before and afters that would be amazing and I guarantee you see more traffic and orders."Post-purchase survey · Q5 · 2026-04-29
112 vehicle-named mentions
* Concept illustration only. Pilot vehicle list to be confirmed once photography assets are scoped.