01
Free-shipping threshold logic
Accepting 2 audits · June 2026
Your basket is leaking revenue.
Your basket is leaking revenue.
We find it. Score it. Sequence the fix.
A 2-week diagnostic of your cart, free-shipping logic, bundles, subscription mechanics and post-purchase upsells. You leave with a 90-day roadmap and 5 ready-to-ship experiments. For DTC brands doing $5M–$50M annual revenue.
Lab Note · 01
The Problem
The Problem
Most CRO consultants test button colours. The leak is somewhere else.
Your conversion rate is fine. Your AOV has plateaued. Your team has copied a free-shipping bar from Chewy, a "buy 3" from ASOS, a Rebuy widget on PDP, a Recharge subscription discount. None of it was designed as a system. None of it was tuned to your AOV, your margin, your customer mix.
A 10% AOV lift on a $10M brand is $1M of revenue — almost entirely at margin contribution, on traffic you already paid to acquire. We work the part of the funnel where that money actually lives.
Lab Note · 02
What We Audit
What We Audit
Twelve dimensions. One coherent basket-building system.
We score each dimension 1–5 against a benchmark library of best-in-class brands in your category. The output is a single readable scorecard — and a precise map of where the money is.
02
Cart progress bars & nudges
03
Cart cross-sell ranking
04
PDP add-to-cart bundles
05
Frequently-bought-together
06
Subscription incentive design
07
Subscription tier upgrades
08
Volume & bundle pricing
09
Add-on & sample mechanics
10
Loyalty-tier basket triggers
11
Email & SMS basket triggers
12
Cart-abandonment recovery
Lab Note · 03
What You Receive
What You Receive
Six artefacts. One call. No retainer trap.
Every deliverable is yours to keep, share with your team, and act on. The audit is fixed-scope: we ship in 14 days, you decide whether to engage further.
01
AOV Scorecard
All 12 dimensions scored 1–5 against category benchmarks, with notes on each.
PDF · 8pp
02
Revenue Leak Estimate
A quantified estimate of AOV upside with stated assumptions, scenario modelled.
PDF · 1pp
03
90-Day Roadmap
12–18 interventions prioritised by effort/impact and sequenced into 4 sprints.
PDF · 6pp
04
5 Experiment Briefs
Ready-to-ship test specs: hypothesis, design, MDE, audience, instrumentation.
Notion + PDF
05
Benchmark Teardown
How 3 best-in-class brands in your category handle each of the 12 dimensions.
Deck · 10pp
06
Walkthrough & Debrief
30-min recorded Loom plus a live 60-min team debrief call to pressure-test priorities.
Video + Call
Lab Note · 04
Process
Process
Fourteen days. Four phases. Nothing surprises you.
Day 01–02
Kickoff & access
60-minute scoping call. We agree priorities and you grant view-access to analytics, ecommerce admin, and basket tooling.
Day 03–07
Audit & benchmark
We pull order-level data, score the 12 dimensions, build the category benchmark, and quantify the leak.
Day 08–11
Roadmap & briefs
We sequence the interventions into 4 sprints and write the top 5 experiment briefs your team can launch immediately.
Day 12–14
Handover & debrief
Deliverables shipped, Loom walkthrough recorded, 60-minute live debrief booked with your team.
Lab Note · 05
Fit
Fit
We say no to most inquiries. Worth checking before you write.
+ Fits the lab
- DTC brand, $5M–$50M annual revenue
- Replenishment-friendly category (pet, beauty, supplements, baby, coffee, personal care)
- Shopify Plus, BigCommerce or composable stack
- At least one CRO/marketing person on the team
- AOV has plateaued; you've already done the obvious tests
- Willing to grant analytics access within 5 business days
− Not for us (yet)
- Pre-$3M revenue (not enough data, hard to justify)
- Single-SKU brands (no basket to build)
- Marketplaces or pure wholesale
- Looking for paid media, creative or brand strategy
- Need someone to ship the experiments (we advise, your team builds)
- Need it in under 14 days
Lab Note · 06
Investment
Investment
The AOV Audit · standard
AUD3,500
Fixed price. Fixed scope. Fixed timeline.
▸ Founding-client price · AUD 2,500 · 3 spots remaining
One transparent number. No retainer commitment. No hourly billing. We are interested in shipping work that pays back the audit cost in the first experiment.
Add-ons available after delivery: 8-week implementation sprint, half-day team workshop, ongoing optimisation retainer.
Request an audit
About
White Frog Lab
White Frog Lab
White Frog Lab is a small research and audit studio focused on a single problem: how DTC brands lift AOV and basket value through better cart mechanics, tier incentives, subscription design and basket-building systems.
We are not a CRO agency. We do not run paid media. We do not ship code. We diagnose the basket layer of the funnel — the layer that quietly moves the most revenue — and we hand your team a precise, sequenced plan to fix it. Our work draws on first-hand operator experience inside large subscription-led DTC brands and a benchmark library covering best-in-class players across pet, beauty, fashion and grocery.
We accept two audits per month. Everything else, we politely decline.
FAQ
Questions we get
Questions we get
Why not just hire a generic CRO agency?
You can. Most CRO agencies will optimise your PDP, run button-and-copy tests, and produce a heatmap report. Few of them will audit your basket-building system end-to-end — the cart, the free-shipping threshold, the bundle and subscription mechanics, the loyalty-tier basket triggers — as one coherent system. That is the specific problem we solve.
Why "AOV" specifically?
Because it is the highest-margin lever in ecommerce and it is the most consistently under-worked. Conversion rate optimisation has plateaued in most mid-market brands. Acquisition cost keeps rising. Lifting AOV by 10–25% on existing traffic is pure margin — no new acquisition spend required.
What if our tech stack is unusual?
We've worked with Shopify Plus + Recharge, Shopify Plus + Skio, BigCommerce + custom checkout, and composable stacks on CommerceTools. If you're on something genuinely unusual (custom-built checkout, headless on a non-mainstream framework), tell us in the inquiry form and we'll let you know honestly whether we're the right team.
What happens after the audit?
You take the roadmap and your team ships the experiments. You hear from us only if you want to. If you want hands-on help implementing, we offer an 8-week implementation sprint and a half-day workshop — both optional, both quoted separately. We never push a retainer at the debrief.
Do you sign NDAs?
Yes, mutual NDAs are standard. We never reference client work publicly without explicit permission, and any case study we publish is anonymised by default.
Request
An audit
An audit
Tell us about your basket.
We read every inquiry. If we think we're a fit, you'll hear from hello@whitefroglab.com within one business day with a calendar link. If we don't think we're a fit, we'll tell you why — and recommend who is.
✓
Inquiry received.
We've logged your request. You'll hear from hello@whitefroglab.com within one business day.
If you'd like to skip the wait and book a 20-minute fit call now, the calendar is below.