Multiple: Subscription Dog Food Funnel: Mobile and Checkout A/B Testing
Hypothesis
Sundays for Dogs' subscription DTC funnel has mobile performance gaps and checkout friction that prevent health-conscious pet owners from completing initial subscriptions. Focused A/B testing on mobile UX and checkout flow will close the conversion gap.
Test Results
Key Learning
Context: Mobile users experience the multiple differently — smaller screens, touch targets, and limited attention require purpose-built design.
What was tested: Subscription DTC brands need to address commitment anxiety at the point of conversion — 'cancel anytime' prominently displayed near the CTA is high-leverage. A consistent 1.5 percentage point absolute gain (4% to 5.5%) on a subscription product has compounding lifetime value implications far exceeding the CVR metric alone. Heatmaps and session recordings on mobile reveal friction that analytics data alone cannot identify. VP-level engineering involvement in CRO decisions (noted by VP of Engineering as key stakeholder) speeds implementation velocity
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested multiple: subscription dog food funnel: mobile and checkout a/b testing but produced no statistically significant change. The test was run on a landing page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that mobile ux tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Sundays for Dogs, a premium air-dried dog food brand, engaged Invesp to improve subscription conversion rates. The brand had high traffic but low conversion. Invesp conducted behavioral analysis including heatmaps and session recordings, identified drop-off points, and ran prioritized A/B tests focused on mobile and checkout optimizations. Conversion rate moved from 4% to a consistent 5.5%.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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