The Farmer’s Dog’s mission is to provide a fresh, complete and balanced diet to help dogs thrive. While the plan has been effective, it became clear that many interested customers were price sensitive. Part of this is because pricing is personalized to a dog's weight, age, and breed so once calculated there was an 85% cart abandonment. Post conversion, 22% of customers eventually cancel due to the perceived expense.
To address these issues, we developed a new grain-inclusive recipe called “Lower Priced Fresh” which offered a potential savings of up to 30%. A grain recipe would also provide an option for another segment of customers who prefer grain in their dog’s diet.
The addition of new recipes prompted the need to update our recipe selection interface.
