Must Love Dogs

I have a lovely little dog named Maple who needs to lose some weight. The vet suggested using one of those dog food subscription services where the food comes in portions sizes based on your dog's age, breed and ideal weight (where is the human version of this?). I started looking for such a subscription and ran into one of the smoothest conversion funnel experiences to date. The rest of this post is just for marketing people and perhaps even curious dog owners.

The website is at the end of this post if you want a hands-on experience. I personally have zero affiliation with this company aside from my dog being their newest furry customer. We know that most people visiting a web page leave in under 10 seconds. The most common reason for this is that the page’s value proposition is not clear. The customer came expecting something and had to think way too hard to figure out what the website is for. This was not the case for this dog food company. The page made it very clear it was a dog food delivery service. The most important copy was front and centre and easy to read. The one picture on the page is that of a happy dog excited for their food (brilliant). The colour scheme is blue which signals trust, something you want when you ask a stranger to feed your dog. The call to action button is an eye-catching yellow which perfectly contrasts the blue so that your eye will find it naturally. And when your eye does find it, it’s met with the nicest words you could ever read, “Get 50% Off”.

You can’t help but click to find out more. On the next page of the conversion funnel is an immediate reminder of why you are here. They ask you for your dog’s name. Not your name, not your e-mail, not your credit card, but just your dog's name. It’s like going to a dog park and someone asking you for your dog’s name. It just feels right. After typing in ‘Maple’, it moves on to some very easy to answer yet very relevant information about Maple such as her age, breed, and whether Maple is a boy or a girl. All these questions are accompanied by very charming illustrations. Shortly after, you enter the target weight for your dog amongst other health questions and before you know it, you have already chosen to go ahead with this company and their product. You have ventured so deep into the funnel without realizing it just by answering questions that you are glad they asked. By the time you are asked to choose your dog's preferred protein, you are ready to give them your money. The checkout page is simple, has the 50% discount applied as promised (more trust earned) and a handful of reviews from happy customers (even more trust earned).

And the cherry on top is that Maple walked into the room as I entered the checkout page and her eyes spoke to me as if to say, “If you love me, you’ll get that dog food subscription service.”

Well, congratulations Maple and NutriCanine (https://nutricanine.ca/), you got me good and I don’t mind at all.