OCTOBER 1, 2026 · PRE-LAUNCH RESEARCH

Earn trust.
Measure contribution.

Ten responsive concepts are ready for review. No paid campaign has been launched, no payment provider has been changed, and the proposed subscription is not activated. Publication is on hold until the owner provides access.

What the audit found

• The product page advertises a 60-day guarantee, while the refund policy describes 30 days with conflicting exclusions. Align the promise and policy.
• Free-shipping and same-day-dispatch messages do not match the shipping policy consistently. Confirm the actual offer before repeating it.
• The homepage and product page use different result timelines. Product health claims, universal safety language and brushing-replacement claims need substantiation.
• The current two-month plan has a 12% recurring discount: $37.83 on the two-jar variant. It does not implement $37.99 first / $41.99 thereafter.
• The same selling-plan group is exposed on one-, two- and four-jar variants, while plan descriptions name specific quantities. Validate each allowed combination.
• The live review widget displayed 4.6/5 from 242 reviews, including critical feedback. One customer complained about overly frequent shipments. Check serving duration before choosing refill cadence.

Sources: homepage, product page, public Shopify product data, refund policy, shipping policy. Trust is a hypothesis, not a proven explanation for low conversion.

Competitive offer snapshot

USD prices observed in public pages, not completed purchases. Products, servings and dog-size options differ. Competitor claims are marketing observations, not evidence for Healthy Woof.

Healthy Woof’s $24.99 single jar already has a lower package price than these one-time examples. More discounting may not solve the problem. The two-jar offer asks for more money and a recurring commitment; make both the value and the control explicit.

Unit economics

Owner-provided costs: small jar $5.50 + $6 shipping; medium $6 + $7; large $8.80 + $9. First two-medium-jar shipment with balm costs $11 to ship. Balm cost and renewal shipping remain unknown.

Illustrative assumptions only: $3 balm, 3% + $0.30 processing and $11 renewal shipping produce approximately $10.55 first-order contribution and $17.43 renewal contribution. At 60% successful first renewals, expected 90-day contribution is about $21.01 before ads and other costs. Retention is not known; this is not a proven allowable CAC.

Ten distinct test directions

1. Daily ritual: tie the format to dinner; sequential steps and convenience proof.
2. Bone broth: warm editorial layout; ingredient curiosity and taste objections.
3. Try first: receipt-style one-jar offer; remove recurring-payment anxiety.
4. Open label: facts ledger; evidence, ingredients and skeptical questions.
5. Demonstration: interactive steps; replace with rights-cleared original UGC.
6. Guided choice: large selectable options; reduce decision complexity.
7. Two-jar value: clear package math without invented reference prices.
8. Meet the brand: editorial letter and visible support identity.
9. Refill with a gift: first shipment versus renewal timeline and explicit consent.
10. Short direct offer: minimal mobile journey after a persuasive ad.

Every page includes an offer, FAQ, CTA flow, policy and support links, and a dated review-source link. No invented customer story or clinical outcome is used. The full Russian operator brief is delivered separately. Different offers are shown for exploration; equalize offer and checkout when running a clean landing-page A/B.

Keep the existing checkout

The live one-time checkout displayed cards, PayPal, Shop Pay and Google Pay. No payment was submitted. Apple Pay and subscription-specific PayPal behavior still need device and contract testing. Shopify Payments and Recurpay are present.

Keep Shopify Checkout and the existing subscription system. A standalone Stripe checkout would create another order and contract flow. Shopify explains that Stripe is not a separately available gateway in Shopify Payments regions. Check the actual account country and PayPal Wallet configuration in Admin. Do not switch gateways for this experiment.

1. Create a new two-jar plan for new customers only: first $37.99, renewals $41.99, two calendar months.
2. Keep old contracts unchanged. Validate the actual two-jar inventory/fulfillment mapping.
3. Add a real balm SKU only to the first order, not the recurring contract. Confirm the subscription app supports this.
4. Prefer same-origin Shopify landing pages and cart actions with the correct selling plan. An external site requires a supported Storefront Cart API flow.
5. Cart permalinks do not support selling plans; the prototypes use them only for one-time purchases.
6. Test first charge, renewal, gift removal, shipping, taxes, cancellation, skip, failed payment and customer notifications before any paid traffic.

Experiment design

Screen funnel packages first, then isolate the page. Wave 1: subscription LP09, one-jar LP03, two-jar LP07 and a corrected current PDP control. Wave 2: LP01/04/05 with the winning offer. Wave 3: LP02/06/08/10. Finally, compare two finalists with the same ad mix, offer and checkout and stable 50/50 visitor assignment.

Primary: new paid-customer CAC for screening; purchase conversion per eligible randomized visitor for a clean LP A/B. Final business decision: 90-day contribution after advertising. Secondary: AOV, revenue per visitor, checkout completion, subscription conversion and attach rate. Guardrails: refunds, complaints about recurring charges, early cancellation, second-payment success and payment errors.

Budget is not authorized. A 10–20 target-CAC screening allocation per concept is a practical exploration budget, not proof of a small lift. For illustration, 2% baseline conversion versus 2.6%, two-sided 5% alpha and 80% power requires roughly 9,800 visitors per variant. Set the actual sample size from real baseline data; adjust for multiple comparisons or run one final confirmatory A/B. Do not declare winners from daily peeking.

Run through complete weekly cycles and the planned sample. If the budget cannot support the sample, report inconclusive results. Stop immediately for incorrect charges or fulfillment. A predefined zero-sales stop-loss at 3× target CAC is a screening rule, not statistical proof. Evaluate renewals only on fully matured cohorts.

Measurement and naming

Shopify paid orders are the source of truth. Preserve experiment, page, offer and assignment through the cart into the order. Use consent-aware Shopify/Meta integration and deduplicate Pixel/CAPI Purchase events. A CTA click is not a purchase; renewal revenue is not a new customer.

Campaign: HW_US_META_PROS_ORAL_E01_202610
Ad: A09_GIFT_UGC15_H01_C01_V01
LP: HW_LP09_REFILL_SUB2_GIFT1_V01
Offer: SUB2_3799_4199_2MO_GIFT1

utm_source=meta&utm_medium=paid_social&utm_campaign=HW_US_META_PROS_ORAL_E01_202610&utm_content=A09_GIFT_UGC15_H01_C01_V01

Launch gates

• Confirm balm cost, renewal shipping, buyer shipping price and one consistent refund policy.
• Approve the current label, serving directions, permitted claims and rights-cleared photos/video. Existing packshots contain claims that still need support; conceptual illustrations are used deliberately.
• Configure and test the new Shopify/Recurpay plan without changing old subscriptions.
• Verify mobile Meta browser, iOS Safari and Android checkout behavior, analytics, first charge and renewal.
• Publish only after the owner provides access; the current package remains a local review preview.

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