How DTC Pages Drove +$277k/Month in Estimated Revenue and Redesigned Every Page for TheraPetMD
50 A/B tests, 13 winners, and a full-funnel redesign - how data-driven CRO generated +$277k/month in estimated additional revenue across all winning experiments for a pet wellness brand with 400k monthly sessions.
50
A/B Tests Run
13
Winning Tests
10+
Pages Redesigned
The Story Begins
TheraPetMD is a fast-growing DTC pet wellness brand selling pheromone-based calming diffusers for dogs and cats. Their products help pets manage anxiety, aggression, and stress - with a strong subscription-first model. With 400,000 monthly sessions and a hero landing page generating 65% of their revenue, they had serious scale. Their target customer - an American pet mom aged 40-50 - makes emotional, trust-driven purchase decisions. Every page element needed to earn that trust.
The Challenge
When TheraPetMD came to us, their Shopify store had grown organically but lacked a cohesive brand experience. Key issues identified through heatmap analysis (Microsoft Clarity) and CRO audits: poor mobile navigation with no visual hierarchy, cluttered product pages that buried key trust signals, a generic collection page with no storytelling, a third-party cart drawer (UpCart) creating friction, a checkout flow missing social proof, and low subscription adoption rates on the cat product line. Their existing site was functional, but it was leaving money on the table.
Experiment Spotlights
We ran 50 A/B tests for TheraPetMD - 13 were winners. Here are 5 of the most impactful, with real data from Intelligems.
Adding Urgency at Checkout with a Countdown Timer
Hypothesis
Adding a countdown timer to the checkout will create urgency and accelerate purchase decisions, increasing add-to-cart and checkout completion rates.
Before
After
The timer's strongest effect was upstream - it drove +3.1% more add-to-carts and +2.9% more checkout starts, both at 99%+ confidence. It also boosted subscription orders by +9.25%. The timer did not change order value - it purely accelerated buying decisions across 460k+ visitors.
Making Bundle Pricing Crystal Clear
Hypothesis
Adding step indicators, descriptive bundle labels (Starter Pack: 1 Room, Best Seller: 2 Rooms), and per-kit price breakdowns will reduce purchase confusion and increase add-to-cart rates.
Before
After
The +40.3% add-to-cart rate increase (100% confidence) was the standout. Clear room-based labels, per-kit pricing, and savings callouts removed confusion at the bundle selection step. Shoppers also moved toward higher-value bundles - average product revenue per unit increased +3.3%.
Reordering the Landing Page to Tell a Better Story
Hypothesis
Restructuring the landing page to lead with the problem, move social proof and 'How It Works' higher, and push the buy box below trust-building sections will improve conversion.
Before
After
The reordered page reduced abandoned carts by -3.5% and abandoned checkouts by -4.1% - visitors who engaged were more committed to buying. Subscription rate jumped +10% (98.9% confidence), and discount usage dropped -12.4% - better-informed customers needed fewer incentives to convert.
Skipping the Cart and Going Straight to Checkout
Hypothesis
Replacing the 'Add to Cart' button with a 'Buy Now' button that skips the cart drawer and goes directly to checkout will reduce friction and increase conversion.
Before
After
Skipping the cart drawer increased checkout starts by +18.75% (100% confidence) and conversion by +6.2% (99.1% confidence). The trade-off: average units per order dropped -4.4% since the flow bypasses cross-sell opportunities. But the volume of additional conversions more than compensated. Reduced friction beat reduced AOV.
Raising the Price and Watching Conversion Go Up
Hypothesis
Raising the single-unit diffuser price to $49 will maintain conversion while improving profit per visitor - testing whether TheraPetMD has pricing headroom.
Before
After
The higher price did not hurt conversion - it actually improved it. Abandoned cart rate dropped -3.8% and checkout abandonment dropped -4.8%, both at 98%+ confidence. The higher entry price likely made multi-pack bundles look like better deals by comparison (anchoring effect). A textbook price elasticity win.
The Website Redesign
After months of CRO testing that generated deep insights about what TheraPetMD's customers respond to, we undertook a full website redesign across 10+ pages. Every design decision was rooted in CRO principles, behavioral data, and validated through rigorous A/B testing.
Navigation & Header
Simple hamburger menu with text-only links replaced with clear product categories (Shop Dogs / Shop Cats), visual icons, and streamlined paths.
Product Detail Pages
Standard Shopify layout with small images and buried reviews replaced with larger imagery, restructured buy box, social proof badges (Vet Recommended, Drug-Free, 24/7 Calming), and UGC integration.
Collection Pages
Generic product grid replaced with three distinct experiences (Main, Dogs, Cats) - each with hero section, lifestyle imagery, and categorized product cards with trust badges.
Cart Drawer
Third-party UpCart with limited customization replaced with a fully custom cart drawer built into the theme - branded messaging, cross-sell recommendations, and cleaner checkout flow.
Checkout
Standard Shopify checkout replaced with branded header and styling, trust badges and social proof, and a cleaner visual hierarchy.
The Engagement
10 months
Duration
50+
Experiments
13
Winners
Over 10 months, we ran 50 A/B tests across landing pages, product pages, checkout, cart, and sitewide elements while simultaneously executing a full-funnel website redesign. 13 tests won, generating a combined +$277k/month in estimated additional revenue (per Intelligems analytics). We spotlight 5 of the most impactful experiments above, but winners ranged from checkout countdown timers (+$37k) to bundle clarity improvements (+$35k) to UGC video integration (+$24k). The CRO testing informed the redesign decisions, and the redesign created new optimization surfaces to test. This flywheel approach - test, learn, redesign, test again - is what made TheraPetMD's results compound month over month.
The Results
+$277k/mo
Est. Additional Revenue
13
Winning Tests
50
A/B Tests Run
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