What we tested: We added 4 variants of cart interventions — a Dynamic Saving Bar, Social Proof Banner, USPs Below CTA, and a Review Section — targeting a 54% cart abandonment rate and 33.9% quickback rate identified in session data.
5.15%Control CVR
-8.1%Best Variant CVR (V4)
-17.3%Worst Variant CVR (V2)
$1.81Control RPV
Key insight: All 4 cart interventions hurt conversion — the cart page is highly sensitive to added friction. Saving bars, social proof banners, and USP callouts all disrupted the checkout flow rather than reinforcing it. The control cart experience outperformed every variant. Learning: at the cart stage, less is more — buyers have already decided; don't interrupt them.
What we tested: Heatmap data showed the Longevity and Live Nutrition sections had the highest engagement but were buried deep on the page. We tested moving them above the fold in 4 combinations to capture attention earlier and accelerate conversion.
4.10%Control CVR
-0.5%Best Variant (V1)
-34.2%Worst Variant (V4)
100%Confidence (V4 loss)
Key insight: Moving benefit sections above the fold hurt or had no impact — Nutrition-first ordering (V4) was a clear loser at 100% confidence (-34.2% CVR, -51.3% RPV). The current section order on the trial page is already optimized for the visitor's natural trust-building sequence. Reordering disrupted it rather than accelerating it.
What we tested: A new visual design for the trial landing page against the proven PB template — targeting improved conversion from Meta ad traffic (3.03% CVR baseline, 36,231 sessions/month).
+10.8%Add to Cart
+7.1%Checkout Reach
-38.3%Order CVR
-15.2%Avg Order Value
Key insight: A textbook vanity metric trap — ATC up +10.8%, checkout reach up +7.1%, but order CVR collapsed -38.3% (3.03% → 1.87%) and AOV dropped $18.69 → $15.84. More people engaged, far fewer bought. Root cause: the new design likely failed to communicate the subscription offer clearly, causing drop-off at the final step. PB template remains the control. This finding directly shaped RG57 (subscription transparency test, now live).
RG48 · Trial Lander · Apr 7–29 · 22 Days · 10,018 Visitors · ✅ Deployed May 1
Vet Authority & Science-Backed Trust
✓ Winner — V2 Social Proof · Now Live at 100%
What we tested: The trial lander had a significant pre-add-to-cart drop-off. With supplement skepticism high in 2026, we tested two trust approaches: V1 added veterinarian-formulated authority bars, V2 led with social proof from real dog owners. V3 used a direct challenge frame.
16.23%Control CVR
17.78%V2 CVR (+9.5%)
+4.8%RPV Lift ($5.86 → $6.14)
92.9%Confidence
30-Day Revenue Impact (Deployed at 100% Traffic)
+211
Extra Customers/Month
+$63,232
Added LTV (30 Days) @ $300 LTV/customer
13,661
Monthly Sessions
+$3,863
Added Direct Revenue/Mo
Based on 455 daily visitors to the trial lander · V2 converts 2,428 customers/mo vs 2,218 for control
Key insight: The winning combination wasn’t social proof or authority — it was the sequence. A bold, simple callout — “200,000+ dogs fueled by RuffGreens” — placed immediately below the buy box anchors trust at the exact moment of purchase decision. Dr. Black’s photo and 40+ years of canine nutrition research then follow as supporting proof, elevating both the offer and the brand. Social proof opens the door; expert authority closes it. V2 deployed to 100% of traffic on May 1. At $300 LTV per customer, this single test is worth +$63,232 in added lifetime value over 30 days from the extra 211 customers it converts.
Smart Cart · [Cart] Show RN Banner vs Hide RN Banner · Started Apr 28 · 3 Days In
Cart Drawer: Show vs Hide Ruff Naturals Sale Banner
🟢 Live · 74.2% to Win
What we're testing: A Ruff Naturals promotional sale banner is currently shown in the cart drawer. We're testing whether removing it increases order conversion — hypothesis being that the banner introduces distraction or cross-sell confusion at the critical moment a customer is about to check out.
3.95%Control CVR (Banner)
4.21%Variant CVR (No Banner)
+$0.55RPV Lift ($0.63 → $1.18)
74.2%Prob. to Win
4,613Control Visitors
4,725Variant Visitors
$2,918Control Revenue
$5,564Variant Revenue
Early signal: Hiding the RN banner is trending strongly positive — 74.2% probability to win after just 3 days. The RPV gap is significant ($1.18 vs $0.63). Still needs more data to reach conclusive confidence, but directionally this suggests the sale banner is pulling attention away from checkout completion. Needs ~1 more week to call.
RG57 · Trial Lander · Launched Apr 29
v2 Updated Design vs PB Lander (Subscription Transparency)
🟢 Live Now
What we're testing: Based on the April 24–29 trial lander test, we identified that visitors may not realize they're signing up for a subscription until they hit checkout — causing abandonment at the final step. This test adds clear subscription details above the fold (billing frequency, cancel anytime, price per shipment) to reduce checkout surprises and increase order completion rate.
What to watch: Order CVR (session converted) is the primary metric. We expect a possible slight dip in ATC as more informed visitors self-select — but a meaningful improvement in checkout-to-order completion rate. Too early for data — check back next week.
Rebuy Post-Purchase · Live · 2,689 Views So Far
Post-Purchase Initial Offer: 2X 50% Off ($30 AOV) vs 1X 33% Off ($20 AOV)
🟢 Live Now
What we're testing: The existing post-purchase offer gives 2 units of Ruff Chews 30 Count at 50% off (~$30 AOV). We're testing whether a lower-commitment offer — 1 unit at 33% off (~$20 AOV) — converts more customers while giving away less margin. Goal: maintain or improve CVR while reducing discount depth.
7.77%Test A CVR (2X 50% off)
8.83%Test B CVR (1X 33% off)
+1.06%CVR Lift
849Test B Views
$2.35Test A Rev/User
$1.77Test B Rev/User
$4,329Test A Revenue
$1,505Test B Revenue
Early signal: Test B (1X 33% off) converts slightly better on CVR (8.83% vs 7.77%) but generates less revenue per user ($1.77 vs $2.35) due to the lower AOV. The key question is whether the CVR lift compensates for the AOV drop at scale — currently it doesn't. Test A's higher AOV is driving more revenue per visitor despite slightly lower conversion. Still early — needs more data before calling.
Rebuy Post-Purchase · Upsell (Accepted Path) · 808 Total Views
Post-Purchase Upsell: Ruff Tidbits 7.75oz — Full Price vs 33% Off
🟢 Live Now
What we're testing: When a customer accepts the initial post-purchase offer, we present Ruff Tidbits 7.75oz as an upsell. Test A offers it at full price ($30 AOV), Test B at 33% off ($20 AOV). We want to know whether a discount is needed to close the upsell or if full price holds.
11.53%Test A CVR (Full Price)
10.31%Test B CVR (33% Off)
$3.45Test A Rev/User
$2.06Test B Rev/User
Early signal: Full price (Test A) is winning on every metric — higher CVR (11.53% vs 10.31%) AND more revenue per user ($3.45 vs $2.06). The discount isn't helping conversion and is actively reducing revenue. Test B only has 97 views so still early, but directionally the data is clear: customers who just accepted an offer are willing to pay full price for an upsell. Needs more volume to confirm.
Rebuy Post-Purchase · Downsell (Declined Path) · 7,736 Total Views
Post-Purchase Downsell: Ruff Tidbits 2.5oz Full Price vs Ruff Chews 30ct 50% Off
🟢 Live Now
What we're testing: When a customer declines the initial post-purchase offer, we present a downsell. Test A offers Ruff Tidbits 2.5oz at full price ($9.95 MOV), Test B offers Ruff Chews 30 Count at 50% off ($15 AOV). Higher AOV product at a discount vs lower AOV at full price.
7.03%Test A CVR (Tidbits FP)
6.57%Test B CVR (Chews 50% Off)
$0.71Test A Rev/User
$0.98Test B Rev/User
Early signal: Interesting split — Test A converts slightly better (7.03% vs 6.57%), but Test B generates more revenue per user ($0.98 vs $0.71) because the higher AOV ($15 vs $9.95) more than compensates for the slight CVR dip. Test A has much more data (7,097 views vs 639) so Test B needs time to stabilize. Worth watching closely — the discounted higher-AOV product may be the stronger downsell play.
RG45 · Homepage · Launched May 1
Quiz Pop-Up for Free Shipping
🟢 Just Launched
What we're testing: When a user clicks Start Free Trial, they currently go straight into the trial flow. We're testing a quiz pop-up that offers free shipping in exchange for answering a few short questions — reducing hesitation through an immediate incentive while capturing high-intent data.
Hypothesis: Adding a low-friction micro-commitment (quiz + free shipping reward) before the trial flow increases conversion rate. Users receive immediate value and feel more invested through the act of answering. Too early for data — just launched today.
What we're testing: Mobile is 73% of total traffic but converts at just 3.99% CVR vs 7.58% on desktop — a .47 RPV gap per visitor. With trial page scroll depth at only 23% on mobile, most users never even reach the primary CTA. We're adding a persistent sticky CTA bar on mobile so the offer is always visible regardless of scroll position.
Hypothesis: A persistent sticky CTA removes the biggest mobile conversion barrier — users not scrolling far enough to act. If mobile CVR moves even halfway toward desktop levels, the revenue impact is significant. Too early for data — just launched today.
A personalized quiz that routes visitors to the right RuffGreens product based on their dog's needs — built and ready for your review before dev handoff.
Tests a stronger above-the-fold value hook on the Trial-2 lander — leading with a specific outcome promise rather than a product description.
🔵 In Design
RG56: Dynamic Reviews by Discount Code
Dynamically swaps review content based on the affiliate/influencer discount code used — showing reviews from dog owners who match the traffic source audience.
🟡 With Dev
RG46: Cart Benefit Reminders
Adds product benefit reminders inside the cart to reinforce purchase intent and reduce abandonment from last-minute doubt.
April in Summary
April's standout result: RG48 confirmed social proof beats authority for RuffGreens buyers — deployed to 100% traffic on May 1. At $300 LTV per customer, this single test adds an estimated +$63,232 in customer lifetime value over the next 30 days from 211 extra conversions.