All work
GUTSY
(CASE STUDY) GUTSY · 2024
Functional dog supplements, sold the way vet-grade brands sell.
Rebuilt Gutsy’s Shopify Plus storefront with the lead agency — a quiz-driven recommendation flow, subscription-first PDPs, and ingredient transparency surfaced where pet owners actually look.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Functional dog products demand explanation. Shopify defaults bury it.
Gutsy makes ingredient-led dog supplements and kibble — products that need education, transparency, and a recommendation flow that matches a product to a specific dog. The default Shopify approach treats them like generic CPG.
(02) APPROACH
Recommendation upfront, subscription baked into PDP, ingredients never below the fold.
- Recommendation quiz — multi-step dog-profile questionnaire that maps to a product set.
- Subscription-first PDP — repeat delivery as the default, one-time as the alternative.
- Ingredient transparency block — full ingredient panel, sourcing, why-it-matters above the fold.
- Functional collections — by need (relaxing, joint, gut), not by category.
- Klaviyo subscription rescue — churn-targeted email flows tied to subscription-state events.
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Shipped on time. Editable daily.
- CVR
- + 44%
- LCP
- − 65%
- Repeat
- 2.4×
Quiz-driven traffic now lands on personalised recommendations. Subscription-first PDP framing lifts repeat-order rates. Ingredient transparency reduces support tickets and pre-purchase questions.
(04) SCOPE
Stack
- Shopify Plus
- Custom Liquid theme
- Subscription app
- Quiz
- Klaviyo
Deliverables
- Multi-step recommendation quiz
- Subscription-first PDP architecture
- Ingredient transparency component
- Functional collection structure
- Klaviyo flow integration
- Custom Plus theme