Sundays For Dogs
We wanted a more interactive partnership—someone who could discover things with us rather than just hand back a document of what we should change.
BACKGROUND
BACKGROUND
Founded in 2019, Sundays for Dogs set out to revolutionize canine nutrition by offering a healthier, more convenient alternative to traditional kibble. Developed by a veterinarian and an engineer, the brand’s air-dried dog food uses human-grade ingredients without artificial fillers—balancing the nutritional benefits of home-cooked meals with the ease of ready-to-serve options.
As pet parents become increasingly conscious of quality and transparency, Sundays for Dogs’ leadership recognized the importance of unifying product innovation, marketing, and customer support under one cohesive strategy. This approach helps ensure that every four-legged family member receives exceptional nutrition—providing peace of mind for owners and a happier, healthier life for dogs.
CHALLENGE
Sundays for Dogs wanted to improve its website’s conversion rates by refining the user journey and removing friction points that hindered purchases.
As a DTC brand, every interaction on the site played a crucial role in driving sales, but existing barriers were limiting its full potential.
We wanted a more interactive partnership—someone who could discover things with us rather than just hand back a document of what we should change
Don Pawlowski,
VP of EngineeringThe company aimed to create a seamless shopping experience that not only increased conversions but also strengthened customer trust and loyalty.
THE SOLUTION
Sundays for Dogs engaged Invesp to conduct a comprehensive CRO audit, pinpointing friction points across the user journey. This audit involved analyzing key website elements, from landing pages to checkout, to identify areas where potential customers were dropping off.
By evaluating conversion bottlenecks through data-driven insights, the team aimed to create a smoother, more intuitive purchasing experience that would directly contribute to higher subscription rates.
A crucial component of this optimization effort was in-depth user research. Using heatmaps and session recordings, the team observed how visitors navigated the site, where they hesitated, and what elements caused frustration. Behavioral analysis helped uncover hidden drop-off points within the funnel, revealing patterns that traditional analytics alone might have missed. These insights formed the foundation for targeted interventions that would eliminate unnecessary friction and guide users toward completing their purchases.
With data in hand, Invesp prioritized high-impact experiments designed to yield the most significant conversion improvements. Rather than making broad, unfocused changes, the team strategically identified optimizations that would move the needle, particularly on mobile and checkout performance. Given that DTC brands rely heavily on seamless user experiences to drive sales, refining these critical touchpoints became a top priority.
Execution of A/B tests played a key role in validating these hypotheses. By leveraging FullStory and Amplitude for user behavior tracking, along with Invesp’s proprietary A/B testing software, Sundays for Dogs could continuously refine its website experience.
THE RESULTS
THE RESULTS
Before Invesp’s involvement, Sundays for Dogs operated at a 4% conversion rate. Following systematic testing and refinements, the site consistently achieves around 5.5%, reflecting a meaningful increase in subscriber sign-ups.
“We started at a 4% conversion rate—now we’re regularly at 5.5%. Invesp’s project management and communication deserve an A+.”
Don Pawlowski,
VP of EngineeringInvesp provides a comprehensive yet flexible approach—using Trello for sprint management, Google Docs for status updates, and an integrated Slack channel for real-time communication. Each meeting is well-structured, offering clear next steps and alignment on priorities.
“They find a ton of issues on our side that we sometimes don’t have the bandwidth to fix. If you have an extra engineer, you’ll get even more out of the engagement.”
Don Pawlowski,
VP of EngineeringCombining data analysis, user-centric design recommendations, and seamless project management, Invesp has helped Sundays for Dogs sustain a significant uplift in conversion rates—solidifying a long-term partnership focused on driving even further growth in the subscription funnel.