Ted Kangaroo: How We Rebuilt a Stagnant DTC Site, Launched an Email Program From Zero, and Found the Conversion Opportunity in the First 30 Days

The previous site wasn’t working. Visitors were arriving, not understanding what Ted Kangaroo was or why it mattered, and leaving. The product range — sensory vests, chairs, and activity tools across different age ranges and therapeutic needs — deserved a site that could communicate its value clearly and earn the trust of a research-driven audience.

We rebuilt on Shopify with a focus on three things: brand clarity, product discoverability, and conversion. The homepage was redesigned to orient new visitors quickly and build confidence from the first scroll. Product pages were rebuilt with clearer hierarchy, better photography integration, and supporting copy that answers the questions a parent or therapist actually has before buying. Collection pages were restructured to make browsing a growing product range easier, not harder.

The build was desktop-led — because the data would later confirm that 85% of Ted Kangaroo’s traffic was coming from desktop — but built responsively throughout, with mobile experience audited continuously post-launch.

The rebuilt site went live on schedule in March 2026. We moved immediately into post-launch analysis, and within the first weeks the data gave us a clear picture of how visitors were using the site — and where the friction remained.

Product pages were outperforming every other page type — a 2.76% add-to-cart rate compared to 1.71% on the homepage and 0.59% on collection pages. Visitors who made it to a product page were engaged and more likely to buy. The job was to get more of them there, and to remove the remaining barriers to conversion once they arrived.

How Heatmap Data Exposed the Trust Gaps Still Costing Ted Kangaroo Customers

Heatmap data told the more important story. Visitors were gravitating toward the Support section of the nav, clicking on the “24/7 Online Support” USP, and engaging heavily with the FAQ — consistent, repeated signals that this audience needs to feel confident before they buy.

That makes sense for the category. A parent choosing a sensory vest for their child isn’t making an impulse purchase. They need to feel sure. And what the data showed was a gap between what the site was promising and what it was delivering.

The “24/7 online support” claim led to a contact form — not live chat. The lifetime warranty USP was being clicked by visitors looking for detail, but no detail existed anywhere on the site. Small gaps individually. Together, they were creating doubt at exactly the moment visitors were looking for reasons to trust.

The CRO Roadmap We Built to Close the Gap Between Traffic and Revenue

Coming out of the first month’s analysis, we identified and prioritised a focused set of tests and direct improvements — each mapped to a specific conversion goal:

Quick view modal on collection cards — giving browse-heavy visitors key product info, images, and an add-to-cart button without leaving the collection page. Collection pages were converting at 0.59%. This addresses that directly.

Separate the free shipping and returns messaging — A/B testing clearer, distinct announcements to reduce confusion around the $200 threshold and improve overall conversion rate.

Fix the 24/7 support claim — either upgrade to live chat or update the copy to accurately reflect response times. The gap between the promise and the reality was a visible trust issue.

Add warranty detail — a hover modal on desktop and tap-to-open on mobile, plus a dedicated tab on product pages. Visitors were clicking the lifetime warranty USP and finding nothing. A fixable conversion problem.

Introduce size charts — a popup size guide linked from product pages, addressing a direct barrier to purchase for sized products like the Foam Body Rocker.

Enhance FAQ and contact access — persistent links from the FAQ section to contact options and sitewide policy information, so shoppers can find reassurance without hunting.

Ted Kangaroo had no email or SMS program when we came in. No flows, no campaigns, no list strategy. We migrated to Klaviyo and built it from scratch — starting with the four foundational flows that have the most direct impact on revenue and customer relationships.

Welcome Series — Introduces the rebuilt brand, communicates what makes Ted Kangaroo different, and moves new subscribers toward a first purchase. Written to match the audience: parents who’ve done their research and want to feel confident, not sold to.

Abandoned Cart — A two-part recovery sequence timed and worded to feel helpful rather than urgent. For a brand where the audience is already deep in the decision-making process, tone matters as much as timing.

Post-Purchase Flow — Confirms the order, sets expectations, and starts building the relationship that leads to a second purchase. Introduces customers to the wider product range at the right moment.

Browse Abandonment — A light-touch reminder for visitors who engaged with a product but didn’t add to cart.

How Pop-Up Testing Revealed the Next Layer of List Growth Work

With flows live, the data quickly surfaced the next problem. Pop-up conversion across all tested variants remained very low — the highest-performing variant at just 1.75%. The list wasn’t growing fast enough to make the flows work as hard as they could.

Our recommendation was to move from copy-level testing to a full pop-up optimisation strategy: a stronger offer, scroll-based or time-delayed triggers to reach higher-intent visitors, and a simplified two-step form — email first for the discount, SMS as a lower-friction second step. The current split offer structure was adding complexity where simplicity would convert better.

SMS is showing early promise as a channel. The priority now is growing the list through a dedicated email campaign to existing subscribers — so the infrastructure that’s already built can reach more people and do more work.

The Foundation We Rebuilt: A Site Worth Growing Into, and a Marketing Program Ready to Scale With It

The rebuilt site went live on schedule. Analytics infrastructure is in place. Four core Klaviyo flows are running. The first Impact Report delivered a clear view of what’s working, what to fix, and what to test next.

The conversion opportunity is visible in the data. Visitors who reach product pages are engaged. The trust gaps are identified and the fixes are in motion. The email and SMS foundation is built.

Ted Kangaroo came to us with a site that didn’t match the quality of the product it was selling. That site has been rebuilt. Now the work is making it convert.