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The Cold Life growth audit

Growth audit

The Cold LifeOctober 2026

Five moves around the Ultimate Lite, a $3,499 plunge that reaches checkout at $4,098.37.

  • One delivered price: $149 delivery appears first at checkout; show it, or price it in, before the button.
  • Keep four promises: $2,999 on the collection, $3,499 on the page, a kit that never reaches the cart.
  • Checkout+ as a choice: the main cart button adds $140.30; a toggle test won +15.75% RPV.
  • Sell the hot upgrade: Cold + Hot lists $700 above Cold and cannot be picked on the page.
  • Fill the comparison page: it holds only a headline, while Ice Barrel sells the chiller alone at $3,999.99.
Ultimate Lite cold plunge with the Pro-Curve Chiller and a black step stool

The moves

OfferTest

One delivered price, shown once

Where: Ultimate Lite product page

What we saw
  • Delivery costs $149, first shown at checkout, never on the product page
  • One Lite reads $3,499 on the page and $4,098.37 at checkout
  • 0% APR for 24 months is on the collection, not under the $3,499
The move
  • Variation 1: show $149 delivery, ship date and the 24-month figure in the buy box
  • Variation 2: price $3,648 with delivery included, proposed, same total as today
  • Read on revenue per visitor and refund rate within 30 days
A $3,499 plunge becomes $4,098.37 at checkout. Show the delivered price before the button.
Ultimate Lite buy box: the total before the button Ultimate Lite buy box: the total before the buttonTodaycoldlifeULTIMATE LITE$3,499$4,799Low Stock, 2 Units LeftStarter Kit FREE $99Carbon Hose Filter + Skimmie NetEmpty block above the button. Delivery$149 shows up only at checkout.Add to cartShips by 22 Oct 20261-Yr WarrantyProposedcoldlifeULTIMATE LITE$3,648PROPOSEDdelivered, or $145.79/mo for 24 monthsnewPro-Curve Chiller, tub and lidStep stool and Starter KitDelivery included, ships by 22 OctAdd to cartVariation 1 keeps $3,499 and prints:Delivery $149, ships by 22 Oct. Ultimate Lite buy box: the total before the button Ultimate Lite buy box: the total beforethe buttonTodaycoldlifeULTIMATE LITE$3,499$4,799Low Stock, 2 Units LeftStarter Kit FREE $99Carbon Hose Filter + Skimmie NetEmpty block above the button. Delivery$149 shows up only at checkout.Add to cartShips by 22 Oct 20261-Yr WarrantyProposedcoldlifeULTIMATE LITE$3,648PROPOSEDdelivered, or $145.79/mo for 24 monthsnewPro-Curve Chiller, tub and lidStep stool and Starter KitDelivery included, ships by 22 OctAdd to cartVariation 1 keeps $3,499 and prints:Delivery $149, ships by 22 Oct.

Proposed, not measured: $3,648 delivered = $3,499 + $149 shipping; $145.79/mo = $3,499 over 24 months at the 0% APR the collection advertises.

Today's copy and prices from the live product page; the delivered price is today's $3,499 plus $149 delivery.

BugsFix

Four promises the cart breaks

Where: Cold plunge collection, product page and cart

What we saw
  • The collection sells the Lite at $2,999; the product page says $3,499
  • Starter Kit 'included with every order' is missing from cart and checkout
  • The cart promises 60 days; the policy gives the Lite 30, return freight on the buyer
The move
  • One Lite price on card, page and cart; if $2,999 is a test, carry it through
  • Add the Starter Kit as a $0 line so it shows in cart and checkout
  • Show the plunge's own return terms in cart; waitlist the sold-out Ultimate Plunge
The collection sells the Lite for $2,999. One tap later it is $3,499.
Same Lite, four different promises Same Lite, four different promisesTodayCollection cardUltimate Lite $2,999, $1800 OFFProduct page$3,499, $1300 OFFStarter Kit included automaticallyCartOne line: Ultimate Lite - Cold, no kit60-Day Money Back GuaranteeRefund policyLite: 30 days, buyer pays return shippingProposedCollection cardUltimate Lite $3,499, same as the pageProduct page$3,499, Starter Kit includedCartUltimate Lite - ColdStarter Kit $0, listedCart terms30-day returns on the plunge, as in the policy Same Lite, four different promises Same Lite, four different promisesTodayCollection cardUltimate Lite $2,999, $1800 OFFProduct page$3,499, $1300 OFFStarter Kit included automaticallyCartOne line: Ultimate Lite - Cold, no kit60-Day Money Back GuaranteeRefund policyLite: 30 days, buyer pays return shippingProposedCollection cardUltimate Lite $3,499, same as the pageProduct page$3,499, Starter Kit includedCartUltimate Lite - ColdStarter Kit $0, listedCart terms30-day returns on the plunge, as in thepolicy

Prices, badges and policy terms from the live collection, product page, cart and refund policy.

AOVTest

Checkout+ as a choice, not default

Where: Cart drawer after Add to cart

What we saw
  • The cart's main button adds $140.30 and reads Checkout+ | $3,639.30
  • Plain checkout is a small text link under it
  • Checkout+ then sits pre-added at checkout, removable only by a small link
The move
  • One button with the live total, Checkout+ as a toggle above it
  • Variation 1 toggle on, variation 2 toggle off, control as today
  • Read on revenue per visitor and Checkout+ attach rate
The cart's main button adds $140.30 to a $3,499 plunge. Our last Checkout+ toggle test won +15.75% RPV.
Cart drawer: one button, Checkout+ as a toggle Cart drawer: one button, Checkout+ as a toggleTodayCart (1 item)Ultimate LiteChiller: Cold$3,499, SAVE $1,300$3,499Estimated totalCheckout+ by Onward $140.30. Get $174.95CashBack and Delivery Protection.Checkout+ | $3,639.30Continue Without Checkout+ProposedCart (1 item)Ultimate LiteChiller: Cold$3,499, SAVE $1,300Add Checkout+ $140.30$174.95 cashback and delivery protectionToggle: on in variation 1, off in variation 2changedCheckout | $3,499 Cart drawer: one button, Checkout+ as a toggle Cart drawer: one button, Checkout+ as atoggleTodayCart (1 item)Ultimate LiteChiller: Cold$3,499, SAVE $1,300$3,499Estimated totalCheckout+ by Onward $140.30. Get $174.95CashBack and Delivery Protection.Checkout+ | $3,639.30Continue Without Checkout+ProposedCart (1 item)Ultimate LiteChiller: Cold$3,499, SAVE $1,300Add Checkout+ $140.30$174.95 cashback and delivery protectionToggle: on in variation 1, off in variation 2changedCheckout | $3,499

Today's drawer copy and prices from the live cart after adding one Ultimate Lite.

AOVTest

Put the hot upgrade in the buy box

Where: Ultimate Lite product page

What we saw
  • Cold + Hot lists at $5,499 vs $4,799 Cold, $700 more
  • The chiller choice is hidden; every add lands as Cold
  • Hot is pitched as a tile far below the button, with no way to pick it
The move
  • Two cards above Add to cart: Cold and Cold + Hot, with the $700 difference
  • Variation 1 defaults to Cold, variation 2 defaults to Cold + Hot
  • Read on revenue per visitor and Cold + Hot share
Cold + Hot is $700 more and already built. Nobody can pick it on the page.
Ultimate Lite: let the buyer pick the chiller Ultimate Lite: let the buyer pick the chillerTODAYOne option today$3,499Cold only, pickerhiddenHot pitched belowthe buttonEvery cart line: ColdCold$3,499Pro-Curve Chiller, chills to 37FTub, lid, step stoolStarter KitContrast in oneCold + Hot$4,199PROPOSED PRICEEverything in ColdHeats water up to 104F$5,499 list, $700 over ColdVariation 2 preselects Cold + Hot; the buyer can still switch to Cold. Ultimate Lite: let the buyer pick the chiller Ultimate Lite: let the buyer pick thechillerContrast in one$4,199Cold + HotPROPOSED PRICEEverything in ColdHeats water up to 104F$5,499 list, $700 over Cold$3,499ColdPro-Curve Chiller, chills to 37FTub, lid, step stoolStarter KitTODAY$3,499One option todayCold only, picker hiddenHot pitched below the buttonEvery cart line: ColdVariation 2 preselects Cold + Hot; the buyer can stillswitch to Cold.

Proposed, not measured: $4,199 = $5,499 list minus the same FALL $1,300 the cart applies to Cold; whether FALL applies to Cold + Hot is a client decision.

List prices $4,799 and $5,499 from the catalog; $3,499 is the live price after the FALL discount.

FunnelBuild

A real plunge comparison page

Where: The Cold Life vs Nordic Wave page

What we saw
  • The comparison page exists and holds only its headline
  • Ice Barrel sells barrel $1,749.99 and chiller $3,999.99 apart; the Lite is $3,499 with both
  • Plunges ride on showerhead ads as sitelinks; 111 Lite reviews sit far down the page
The move
  • Fill the page: Lite vs barrel-plus-chiller vs Sun Home Vertical, price, delivery, setup
  • Point plunge sitelinks, Amy's Compare options and the plunge nav to it
  • Close with three Lite reviews and the buy box, linked to the product page
The chiller alone costs $3,999.99 at Ice Barrel. The Lite is $3,499 with the tub, and no page says it.
Plunge path: from an empty page to a comparison step Plunge path: from an empty page to a comparison stepToday: compare page is emptyShowerhead adPlunges only assitelinksdropHomeDiscount gamecovers the screenLineup rowLite second card,fold 2Lite pageReviews far belowthe buttonCheckout$149 delivery firstshownProposed: compare, then buyPlunge sitelinkOr chat Compare optionsnewWhich verticalplunge?Lite vs barrel + chillerLite pageBuy box with deliveryCheckout Plunge path: from an empty page to a comparison step Plunge path: from an empty page to acomparison stepToday: comparepage is emptyShowerhead adPlunges only assitelinksdropHomeDiscount gamecovers the screenLineup rowLite second card,fold 2Lite pageReviews far belowthe buttonCheckout$149 delivery firstshownProposed: compare,then buyPlunge sitelinkOr chat CompareoptionsnewWhich verticalplunge?Lite vs barrel +chillerLite pageBuy box withdeliveryCheckout

Paths from the Google Ads sitelinks, the homepage and the chat; the comparison page URL exists today.

Against the market

Four chilled home plunge brands that sell direct in the US, checked on 13 Oct 2026.

Where nobody is yet
  • A delivered price next to the plunge. Ice Barrel states $300 on its chiller page and Sun Home says free shipping; nobody shows the all-in total beside the price.
  • Chiller included, priced against buying it apart. Ice Barrel sells barrel $1,749.99 and chiller $3,999.99 separately; the Lite has both at $3,499 and no page says so.
  • Monthly price on the plunge page. Plunge leads with $65/mo and LIT with 0% APR up to 36 months; the Lite page shows no monthly figure.

Swipe sideways to see every column

Store Plunge price Shipping Lead time Returns Financing
The Cold Life Lite $3,499, chiller included $149, at checkout Ships by 22 Oct 30 days, buyer pays return 0% APR 24 mo on collection
Sun Home Vertical $3,899 Free US shipping n/s 30 days, restocking fee Affirm, Shop Pay
Ice Barrel Barrel $1,749.99 + chiller $3,999.99 $300 on chiller page 7-13 days 30 days, restocking fee Afterpay, Affirm
LIT Method Barrel $4,999 to $7,999 Free shipping mention 10-12 business days 30 days, restocking fee 0% APR up to 36 mo
Plunge Evolve Pod $6,990 $250 curbside (sauna) 2-3 weeks 30 days, restocking fee As low as $65/mo
Site speed, PageSpeed Insights

The Lite page scores 48 and the homepage 51 on mobile; on desktop the discount game is the Lite page's largest paint.

Swipe sideways to see every column

Page Device Score Largest paint Blocking time Layout shift
Home Mobile 51 22.0 s 245 ms 0.0
Home Desktop 59 2.3 s 426 ms 0.026
Ultimate Lite Mobile 48 26.4 s 334 ms 0.0
Ultimate Lite Desktop 36 9.6 s 980 ms 0.011
Cold plunges Mobile 50 18.0 s 272 ms 0.0

Good Needs work Poor Lab runs on a throttled phone; Chrome field data for real visitors passes, with a mobile largest paint of 1.8 s on the Lite page.

Built from the live store, public ad libraries, PageSpeed Insights and a competitor scan on 13 Oct 2026. Audit by Convertibles.

That's five moves for The Cold Life, free to keep.

An in-house team can ship every one of them. If Convertibles should build and test them, pick a time below.

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[ WHAT OUR CLIENTS SAY ]

At Performance Golf we have worked with dozens of agencies. We are a nine figure brand and growing and our agency experiences, let's just say they haven't been that great, but Convertibles has completely flipped that on its head.
Donnie French

Donnie French

Performance Golf - Offer Architect

Have thoroughly enjoyed working with the team. The process has been smooth sailing, the weekly updates are excellent and we have seen month on month growth in both conversion rate and sales since beginning to work together. Further, the team are also very happy to help if there are any little bugs etc and go above and beyond to deliver a great experience for our brand and our customers!
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Joshua Robinson

Founder - Garden Street Gin Club

We needed a very high conversion landing page for mostly cold, some semi warm traffic coming primarily off of social. I had heard about Convertibles, decided to give them a try. They knocked it out of the park. There is so much strategy they pour into every step of the process. I learned a ton as we went. They made it fun, easy and the site is performing way better than I was expecting or hoping. So thank you guys. Can't wait for the next one.
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Nick Lange

@nick.discovers

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Justin Katz

CMO Mika & Sammy's Gourmet Dog Treats

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