current_version: 0 dashboard_url: https://dashboard.kismetpets.com/context/briefs/experiment/4/ id: 16 last_compacted_at: null scope_id: 4 scope_type: experiment token_count: 0 updated_at: ‘2026-05-06T18:00:08.429162+00:00’
Experiment: 4
No compacted body yet — this brief has only pending deltas.
Source deltas since v0
- 2026-05-06 13:50 [steward:run-32]: market_research:9 ingested → segments picky-eater-parent-segment (35%), kibble-guilt-carrier-segment (25%), health-problem-solver-segment (20%) plus key-insight concept clinical-proof-buried-fold. Health-Problem Solver is highest-LTV; current site fails them hardest because clinical proof sits below 7 marquees + a popup. Optimized variant moves weighted CVR from 1.04% to 5.42% (+421%). Even pessimistic 30% scenario more than doubles revenue.
- 2026-05-06 13:51 [steward:run-32]: measurement:1 ingested → metric website-cvr-north-star (target +25–40% over 90 days) and concept static-hero-vs-carousel-test as the leading Phase 1 quick-win. Roadmap: Phase 1 (weeks 1–2) parallel quick wins on hero, popup timing, social proof strip; Phase 2 (weeks 3–6) PDP restructure, quiz flow flip, homepage section reorder; Phase 3 (weeks 7–12) iterates on winners. Combined estimated lift +20–40% — conservative vs MR:9’s +421% projection.
- 2026-05-06 14:00 [steward:run34]: Website conversion audit + design specs synthesized. Quiz email-gate-first is the highest-leverage friction point — visitors hit a PII wall before any dog data is captured. Flip to dog-first (name → details/goals → email gate at recommendation reveal). See quiz-email-gate-friction.
Homepage hero must go static. Carousel rotation between “Made for Each Other” and “Trust Your Gut” dilutes the strongest message. Lock a single hero anchored on gut-fix-angle + clinically-proven-gut-health, with star rating, price anchor ($31.49/mo S&S), and trust badges all above the fold. See static-hero-over-carousel.
PDP quick wins: restructure right panel so flavor/size/subscribe/ATC are above the fold; description goes into expandable accordion below ATC. Mobile needs sticky bottom-bar ATC. Marquees: cut from 7 to 2 (keep CLINICALLY PROVEN, drop BOWL GOALS / FEATURED REVIEWS / ABOUT US / STRAIGHT FROM THE PACK).
Email popup: 10s delay or exit-intent (currently fires immediately); change dismiss copy from “I’m not a dog person” to “Maybe later” — undecided visitors read the current copy as a put-down.