Springland Pets growth playbook

Restore or replace the missing icon snippet in the background-video section (or point it at the theme's current icon), and fix the "you save" label in the Shop the look section so it reads the saving as the other cards do. Check every template that uses the same two snippets (product pages, collections, the cart drawer), and add a monthly check that searches the live pages for "Liquid error" and "Translation missing" after any theme or app change.

First impressions decide whether a new visitor from Instagram, TikTok or Target trusts a $60 to $118 set. A visible error on a design-led brand reads as neglect, and screen readers announce the error text to visually impaired shoppers. The fix is an hour of theme work.

[ ] Homepage hero video pause button (snippets/background-video line 198)
[ ] Shop the look: Waterproof Dog Leash + Collar Set saving label
[ ] Shop the look: Hands-Free Dog Walking Bag + Collar Set saving label
[ ] Same snippets on product, collection and cart templates
[ ] Search live pages for "Liquid error" and "Translation missing"
[ ] Preview on a duplicate theme before publishing

• Fix breaks another section

  Make the change on a duplicate theme and preview first.

• Errors return after an app update

  The monthly check catches them.

• Your websiteHomepage (checked October 20, 2026): the pause button on the autoplaying hero video contains the text "Liquid error (snippets/background-video line 198): Could not find asset snippets/icon.liquid" instead of a pause icon, because the theme looks for an icon file that no longer exists.Source
• Your websiteHomepage "Shop the look" cards: on the Waterproof Dog Leash + Collar Set ($60, was $63) and the Hands-Free Dog Walking Bag + Collar Set ($85, was $90), the saving label prints the theme's raw translation code, beginning {"dollar_off"=>"{{ value }} off", "minus_dollar"=>..., where the other cards show "4% off" or "5% off".Source
• Your websiteSocial proof on the site uses four different numbers: "Loved by 600,000+ dogs and their humans" (menu), "LOVED BY 1M+ DOGS (AND THEIR HUMANS)" (homepage), "Over 500,000+ dog owners trust this award-winning solution" (bottle descriptions) and "Loved by 600,000+ Dog Parents" (Custom Bottles page). The meta description says "As seen on Shark Tank + Oprah's Favorite Things"; the homepage promises a one-year warranty, patented designs and free shipping on orders $60+.Source
• Google PageSpeedChrome UX Report for springlandpets.com (real visitors, 75th percentile): LCP 1.96s, INP 176ms, CLS 0.03, all within the "good" thresholds; LCP improved 6% over the last period.Source

Choose the threshold, update the bottle page tab, the policy page and the cart bar, and write a full shipping policy (carriers, times, costs below the threshold). Keep the gift threshold separate and clearly labelled.

A clear threshold raises order value, and a contradiction at checkout is a common reason to abandon a cart.

• Higher threshold lowers conversion

  Test against order value.

• Your websiteShipping messages disagree: the header and product pages say "FREE SHIPPING ON ORDERS $60+", the Shipping & Returns tab on bottle pages says "Orders $75+ (before taxes/discounts) receive free US ground shipping", and a second banner offers a free treat dispenser "WHEN YOU ADD IT TO ORDERS $70+". The shipping policy page has one sentence: "Your order will ship within 1-3 business days from our warehouse."Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Write descriptions for the four sets (what is inside, sizes, saving against buying separately), add them to the collection, and add a comparison table of all sets by contents and price. Retire or merge sets that overlap.

Sets are the highest-value orders, and shoppers compare them side by side before choosing.

• Too many choices

  Show three recommended sets first.

• Your catalogueProduct feed (57 products, median price $25, read October 20, 2026): four walk sets added August 24, 2026 (Core Walk Set $63, Hands-Free Walk Set $90, Complete Walk Set $91, Complete Hands-Free Walk Set $118) have no product description and no meta description, and are not in the Dog Walk Sets collection, which lists seven other sets from $36 to $117 (for example The Dog Walking Leash Set $92 and The Hands-Free Dog Walking Bag Set $117).Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Pick the number that sales data supports, use it in the menu, homepage, product descriptions and Custom Bottles page, and add a date ("as of 2026").

Consistent proof is more believable, and press and retail buyers repeat the number they see.

• Lower number looks smaller

  Use the one you can prove.

• Your websiteSocial proof on the site uses four different numbers: "Loved by 600,000+ dogs and their humans" (menu), "LOVED BY 1M+ DOGS (AND THEIR HUMANS)" (homepage), "Over 500,000+ dog owners trust this award-winning solution" (bottle descriptions) and "Loved by 600,000+ Dog Parents" (Custom Bottles page). The meta description says "As seen on Shark Tank + Oprah's Favorite Things"; the homepage promises a one-year warranty, patented designs and free shipping on orders $60+.Source

Redirect /pages/about-us to the current story page, change all links to springlandpets.com, fix the typo, and search the theme and product copy for any other "Springer" mention that should stay or go.

Small rebrand leftovers send visitors to dead ends and look careless next to a polished brand.

• Losing Springer searches

  Keep "formerly Springer" text where it helps.

• Your websiteRebrand loose ends: springerpets.com redirects (301) to springlandpets.com; the footer "Custom Bottles" link still points to springerpets.com; the "Our Story" quick link in the search drawer goes to /pages/about-us, which returns "404 Page Not Found" (the main menu uses /pages/about-us-springland).Source
• Your websiteLast Chance collection: "Last chance on the Original Springer line and merch", up to 61% off, including the Original Neoprene Dog Walk Bag with Leash ($65, now $39) and Original Waterproof Dog Collar ($25, now $20). Bottle descriptions end "Formerly know as the Springer Dog Travel Water Bottle."Source

Send a review request 14 days after delivery asking for a photo, offer a free charm for a photo review, and show photo reviews on product pages and in ads.

Photo reviews convert better than text and give the social team free content.

• Low response

  Test the reward.

• Your websiteReviews: Junip powers product reviews; the homepage shows three "Verified Buyer" quotes about the collar ("Perfect! Such a well made collar..."), and bottle pages quote a customer on not wasting water.Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source
• YouTubeThe Springland YouTube channel has 584 videos, 1,520 subscribers and 1.46 million views; the brand is also on TikTok and Instagram (@springlandpets).Source

Build a preview: type the name, choose charm and collar colours, see the result, and add all letters in one click. Suggest a matching leash and bottle strap.

Seeing their dog's name raises conversion and order value on a low-price item.

• Slow pages

  Load the builder on tap.

• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source
• Your catalogueProduct feed (57 products, median price $25, read October 20, 2026): four walk sets added August 24, 2026 (Core Walk Set $63, Hands-Free Walk Set $90, Complete Walk Set $91, Complete Hands-Free Walk Set $118) have no product description and no meta description, and are not in the Dog Walk Sets collection, which lists seven other sets from $36 to $117 (for example The Dog Walking Leash Set $92 and The Hands-Free Dog Walking Bag Set $117).Source

Run an outreach program to independent pet stores and groomers: starter packs with a counter display of bottles and charms, reorder through the portal, and a locator listing for each new stockist.

Independent stores add steady wholesale orders and local visibility without competing with Target.

• Channel conflict with Target

  Different assortments.

• Your websiteThe store has "Target Exclusive" pages for the 15oz Original ($15) and 20oz Flip ($25) bottles with "Shop at Target" buttons, and a Store Locator that filters by "Target" and "Pet stores" ("support your neighborhood pet stores").Source
• Your websiteThe footer links a wholesale portal (wholesale.springlandpets.com) and an affiliate program run on Superfiliate; the newsletter invites "LET'S BE MORE THAN DOG PARK FRIENDS".Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Keep the Target button, but add "or buy direct" with the matching direct-to-consumer bottle and its charm strap, and track which choice visitors make.

Some visitors prefer to buy direct; giving them the option keeps both sales channels working.

• Retail partner concerns

  Agree the approach first.

• Your websiteThe store has "Target Exclusive" pages for the 15oz Original ($15) and 20oz Flip ($25) bottles with "Shop at Target" buttons, and a Store Locator that filters by "Target" and "Pet stores" ("support your neighborhood pet stores").Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Make landing pages for vets, groomers, daycares, dog-friendly offices and event organisers, with example designs, minimums and price bands, and outreach to each.

Custom orders are large and repeatable, and each gifted bottle is an ad.

• Long lead time

  Set clear dates.

• Your websiteCustom Bottles: logo-printed travel bottles for corporate gifting and brand merch; fill out a form, get a price list "Within 48 hours", delivery "4-6 weeks once order has been placed".Source
• Your websiteSocial proof on the site uses four different numbers: "Loved by 600,000+ dogs and their humans" (menu), "LOVED BY 1M+ DOGS (AND THEIR HUMANS)" (homepage), "Over 500,000+ dog owners trust this award-winning solution" (bottle descriptions) and "Loved by 600,000+ Dog Parents" (Custom Bottles page). The meta description says "As seen on Shark Tank + Oprah's Favorite Things"; the homepage promises a one-year warranty, patented designs and free shipping on orders $60+.Source

Embed the best short demo on each product page, add shoppable videos on the homepage, and link products in every video description.

Demo videos answer "how does it work?" and lift conversion on new designs.

• Page speed

  Load on tap.

• YouTubeThe Springland YouTube channel has 584 videos, 1,520 subscribers and 1.46 million views; the brand is also on TikTok and Instagram (@springlandpets).Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Collect the dog's name, size and birthday after the first order, then run flows: a matching leash or bottle a month later, a birthday charm, and seasonal walks content.

Personal emails get more opens and repeat orders, and fit a brand built on personalization.

• Low response

  Offer a charm for answering.

• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source
• DNS checkspringlandpets.com uses Google Workspace and Klaviyo; SPF ends "~all", DKIM is published, and DMARC is "p=none", so spoofed mail is reported but not blocked.Source
• Your websiteThe Howler Blog: 58 blog URLs in the sitemap; the latest post, "Freeze your Own Dog Treat Bowl Recipes", dates from June 18, 2026.Source

Publish two posts a month on hydration, hands-free walking, sizing collars and travel with dogs, each linking to products and embedding a video.

Helpful content brings search and AI-assistant traffic that ads do not.

• Thin posts

  Answer one question well.

• Your websiteThe Howler Blog: 58 blog URLs in the sitemap; the latest post, "Freeze your Own Dog Treat Bowl Recipes", dates from June 18, 2026.Source
• YouTubeThe Springland YouTube channel has 584 videos, 1,520 subscribers and 1.46 million views; the brand is also on TikTok and Instagram (@springlandpets).Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Check every sender in the reports, then move to quarantine and later reject.

Authenticated email is delivered better and protects customers.

• Blocking real mail

  Watch reports.

• DNS checkspringlandpets.com uses Google Workspace and Klaviyo; SPF ends "~all", DKIM is published, and DMARC is "p=none", so spoofed mail is reported but not blocked.Source

Develop a premium insulated range (dog and human bottles that clip together, cold for hiking) and tell the heritage story in the launch.

A credible origin story supports higher prices and press interest.

• Crowded category

  Lead with the dog-and-human design.

• Your websiteOur Story: the founder's parents founded Highwave, a drinkware company, in 1983, whose designs included "the world's first travel mug"; Springland, "formerly Springer", is "women + family owned" and "born in Austin, TX", with the mission "To inspire quality time between dogs and their humans."Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source
• Your websiteSocial proof on the site uses four different numbers: "Loved by 600,000+ dogs and their humans" (menu), "LOVED BY 1M+ DOGS (AND THEIR HUMANS)" (homepage), "Over 500,000+ dog owners trust this award-winning solution" (bottle descriptions) and "Loved by 600,000+ Dog Parents" (Custom Bottles page). The meta description says "As seen on Shark Tank + Oprah's Favorite Things"; the homepage promises a one-year warranty, patented designs and free shipping on orders $60+.Source

Recruit 200 dog creators with free personalized sets, a commission tier and creator codes, and reuse their videos in ads.

Creator content sells on social platforms where Springland already has an audience.

• Poor fit creators

  Pick by audience.

• Your websiteThe footer links a wholesale portal (wholesale.springlandpets.com) and an affiliate program run on Superfiliate; the newsletter invites "LET'S BE MORE THAN DOG PARK FRIENDS".Source
• YouTubeThe Springland YouTube channel has 584 videos, 1,520 subscribers and 1.46 million views; the brand is also on TikTok and Instagram (@springlandpets).Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Build a retail program for the walk range: packaging, a charm display, and a pitch to pet chains and Target using direct sales data.

Retail adds scale, and the bottle shows the brand can sell in stores.

• Margin pressure

  Keep personalization direct.

• Your websiteThe store has "Target Exclusive" pages for the 15oz Original ($15) and 20oz Flip ($25) bottles with "Shop at Target" buttons, and a Store Locator that filters by "Target" and "Pet stores" ("support your neighborhood pet stores").Source
• Your catalogueProduct feed (57 products, median price $25, read October 20, 2026): four walk sets added August 24, 2026 (Core Walk Set $63, Hands-Free Walk Set $90, Complete Walk Set $91, Complete Hands-Free Walk Set $118) have no product description and no meta description, and are not in the Dog Walk Sets collection, which lists seven other sets from $36 to $117 (for example The Dog Walking Leash Set $92 and The Hands-Free Dog Walking Bag Set $117).Source
• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source

Add a warranty registration page linked from packaging, which collects the dog profile and adds the owner to the right flows.

Registration builds first-party data for retail buyers, who are otherwise unknown.

• Low uptake

  Offer a small reward.

• Your websiteSocial proof on the site uses four different numbers: "Loved by 600,000+ dogs and their humans" (menu), "LOVED BY 1M+ DOGS (AND THEIR HUMANS)" (homepage), "Over 500,000+ dog owners trust this award-winning solution" (bottle descriptions) and "Loved by 600,000+ Dog Parents" (Custom Bottles page). The meta description says "As seen on Shark Tank + Oprah's Favorite Things"; the homepage promises a one-year warranty, patented designs and free shipping on orders $60+.Source
• Your websiteThe store has "Target Exclusive" pages for the 15oz Original ($15) and 20oz Flip ($25) bottles with "Shop at Target" buttons, and a Store Locator that filters by "Target" and "Pet stores" ("support your neighborhood pet stores").Source
• DNS checkspringlandpets.com uses Google Workspace and Klaviyo; SPF ends "~all", DKIM is published, and DMARC is "p=none", so spoofed mail is reported but not blocked.Source

Publish a map of dog-friendly Austin trails and parks, invite owners to post walks with a tag, and give a charm for five visits. Repeat in other cities.

Local, fun campaigns earn social content and press at low cost.

• Low participation

  Partner with local groups.

• Your websiteOur Story: the founder's parents founded Highwave, a drinkware company, in 1983, whose designs included "the world's first travel mug"; Springland, "formerly Springer", is "women + family owned" and "born in Austin, TX", with the mission "To inspire quality time between dogs and their humans."Source
• YouTubeThe Springland YouTube channel has 584 videos, 1,520 subscribers and 1.46 million views; the brand is also on TikTok and Instagram (@springlandpets).Source

Show replacement parts on bottle pages and in the FAQ, and email bottle buyers after a year with parts and an upgrade offer.

Parts keep owners loyal and lead to upgrades.

• Low margin

  Bundle parts.

• Your catalogueSilicone charms at $3 each in letters and symbols (29 options per colour) to "Add your dog's name or nickname" to collars and leashes; collars $25, 5ft waterproof leash $38, hands-free walking bag with leash $65; bottles: 15oz Mini $22, 22oz Classic $25, 20oz Flip $28, 44oz Growler $28, 24oz insulated Dog & Me $35.Source
• Your websiteLast Chance collection: "Last chance on the Original Springer line and merch", up to 61% off, including the Original Neoprene Dog Walk Bag with Leash ($65, now $39) and Original Waterproof Dog Collar ($25, now $20). Bottle descriptions end "Formerly know as the Springer Dog Travel Water Bottle."Source