How We Added $1.8M in Revenue for Impact Dog Crates
We teamed up with Impact Dog Crates to make the buying experience feel obvious.
"How do we help people actually pick a crate?"
The product page showed sizes as raw dimensions. 40", 48" etc. Numbers that meant nothing to most dog owners. People didn't know which crate fit their dog, and the page gave them no help figuring it out.
With a premium price tag and a long consideration window, that confusion was costing real money.
From "48 Inches" to "This One's for Your German Shepherd"
We swapped the raw dimensions for something people actually recognize: their dog.
Each size option now shows breed names, weight ranges, and a photo of the most popular breed in that group. Instead of doing the math, a shopper sees their dog staring back at them. That's my dog. That's my crate.
Making It Easy to Compare
When someone's stuck between two sizes, they need to see them next to each other. So we built comparison views with clear callouts on the differences.
Less bouncing around. Faster decisions.
Testing the Full Funnel
We tested everywhere: PDPs, collections, homepage, navigation.
Here's the thing with a high-AOV product and a long buying cycle. Traditional A/B testing is slow. Reaching stat sig takes forever. So we got creative. Cohort testing. Secondary metrics. Longer evaluation windows. This let us stack wins across the site instead of sitting around waiting for one test to finish.
Educating Before Selling
Most people don't wake up excited about crate shopping. So our TOF landing pages led with education first.
We showed the real dangers of flimsy crates (the injury numbers surprised people). Then we reframed crate training around a dog's natural instincts. Dogs want a den. A good crate is a den.
That shifted the conversation from "Do I need a crate?" to "I need the right one." And that's a much easier place to sell from.