Work → Case Studies → Yappy Pets — From Sampling Page to Full E-commerce Product Suite
Yappy Pets — From Sampling Page to Full E-commerce Product Suite
When I joined Yappy Pets, the flagship store functioned more like a brochure than a business engine. I redesigned the experience, operating model, and measurement system so online demand could convert into predictable revenue across brands and markets.
Behavior Lens
Great products do not just organize information. They reduce anxiety at the moment of decision.
Overview
When I joined Yappy Pets, the flagship store functioned more like a brochure than a business engine. I redesigned the experience, operating model, and measurement system so online demand could convert into predictable revenue across brands and markets.
Role: Digital Strategist (Product Owner)
Timeline: Aug 2022 – Feb 2025
Tools: Shopify · GA4 · Looker Studio · Google Ads · Meta Ads
The Problem
Traffic Without Trust Does Not Sell
shop.yappy-pets.com started as a sample-request page with no complete purchase path, which meant intent could not become transaction. People arrived with interest, but the product experience did not help them finish a decision.
Behaviorally, this was predictable: when trust signals are weak and checkout confidence is low, customers delay, compare endlessly, or leave entirely. Friction does not always look dramatic; often it looks like silence.
At the same time, I was managing a complex environment of 16 products, multiple brands, and nine countries where website quality and measurement consistency varied significantly.
Product Decisions
Sequence Beats Speed
- I set a strict build sequence: commerce foundation first, then brand consistency, then analytics instrumentation, then growth acceleration
- I chose Shopify for reliability, ecosystem depth, and faster iteration cycles across merchandising, checkout, and campaign integration
- I built happiskippipets.com from scratch during a relaunch while simultaneously managing six additional brand websites
- I prioritized early fixes around first-click clarity, product-page confidence, and checkout friction because that is where hesitation was strongest
Data & Growth
What the Dashboard Revealed About People
- I instrumented GA4 and Looker Studio across properties so each leak in the customer journey became visible and actionable
- I ran A/B tests on product content, checkout flow, and lifecycle email to reduce hesitation at decision points
- I segmented audiences by country and category because motivations and trust signals varied by market context
- I executed coordinated growth campaigns across Google, Meta, LinkedIn, Email, and SEO/SEM with messaging adapted to each funnel stage
Prioritization
What We Chose Not to Build (Yet)
Good product leadership is as much subtraction as addition. I intentionally declined several non-core requests early on so the team could focus on a stable conversion engine first.
The rule was simple: if a feature did not reduce friction or increase purchase confidence in the core journey, it moved to a later phase. That discipline protected speed, reduced team context-switching, and kept execution tied to business outcomes.
- Deferred cosmetic redesigns that did not improve conversion behavior
- Deferred advanced integrations until checkout and catalog fundamentals were stable
- Prioritized analytics instrumentation before campaign scale so growth decisions stayed evidence-based
- Protected roadmap focus around trust signals, purchase clarity, and retention loops
Outcome
275% YoY net sales growth
7 brand websites live and managed simultaneously
Brands active in 9 countries
Full e-commerce operation built from zero into a scalable growth system
A phased product roadmap that aligned execution, measurement, and growth under one operating model