The Challenge

The USA Service Dog Registration website was receiving great traffic—30,000 unique visits monthly—but only converting at a rate of less than 4%. Our goal was to increase conversion to 10% while optimizing site performance for both download times and search engine optimization. Since new user registrations would ultimately lead to additional sales, we also focused on creating tactics to increase overall customer lifetime value (CLV).

Our Solution

Jacob Tyler developed a mobile first strategy that drove users to a “Quick Registration” form and showed options for shopping based on user needs. The new “store” also showcased suggestive products to upsell and increase average cart values. Within the first 60 days, user conversion increased to 7% and cart values increase an average of $14.

Digital Approach

During our discovery phase, Jacob Tyler conducted a deep review of current site analytics and conducted calls with pet owners who were looking for service and/or therapy dogs in an effort to understand their thought process and what they look for to make a purchase decision.  We then made modifications to the overall messaging and look and feel to support multiple brand personas. Since the Website had over 60% of unique visits via from mobile, we created a custom mobile first strategy to enhance conversion.

Lead Generation

By creating two separate experiences for mobile and desktop users, Jacob Tyler was able to enhance new user registrations and drive traffic to the online store for supporting product sales.


Jacob Tyler decreased user bounce rate from 72% to 41%.


Increase in user conversion in first 60 days.


Increase in monthly revenue in the first 60 days.