Good morning,
Founded in 2020, DEUX is a snack brand that's all about making indulgent treats that are also good for you.
Their cookie doughs are vegan, gluten-free, and packed with functional ingredients like vitamins, adaptogens, and protein.
After promoting Instagram drops that sold out in just a few hours, DEUX has scaled quickly, selling over a million jars and gaining retail partners like Whole Foods, Target, and Erewhon.
With flavor innovation, clean ingredients, and health-conscious positioning, the brand is carving out a strong niche in the better-for-you dessert/snack space.
Recently, they added dessert spreads and donuts as part of their product assortment.
We asked the Pilothouse CRO team to analyze their site and uncover new ways they can optimize conversions.
Here’s what you’ll find in today’s DTC:
🍪 DEUX’s Sweet Offerings
We analyze DEUX’s dynamic site.
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✨ Sprinkling In Social Proof and Storytelling
DEUX has built a bold, fun, and differentiated brand in a competitive snack space.
The website does a great job reflecting DEUX’s playful personality, but with Q4 around the corner, there’s an opportunity to refine the site for higher conversion and stronger retention. 👀
Here are Pilothouse’s CRO team’s tactical recommendations:
1️⃣ Homepage
First, let’s take a look at DEUX’s homepage.
DEUX does a great job of using its signature brand color as accents on their website.
Design-wise, the hot pink color stands out and draws visitors’ attention to their logo, top banner, and CTA buttons.
There’s also many fun dynamic elements that get visitors to click through to see more info about the brand.
Scroll further down, and the large text reads: “The snacks you love with the ingredients you deserve.”
This answers the question of what it sells: delicious and functional cookie dough.
But it misses a chance to dig deeper and explain why.
💡 Pilothouse Tips:
✅ Add brand storytelling: The homepage is the first impression of your brand.
Answer questions like:
Why DEUX?
What is the core belief that drives the brand?
What inspired the founders?
The homepage is prime real estate to form an emotional bond with customers, beyond product benefits.
2️⃣ Social Proof
DEUX has hundreds of glowing reviews on their PDPs, but this can be featured a lot more prominently.
UGC and press mentions are also missing from high-visibility areas.
Some quick changes DEUX can make:
👉 Move social proof further up: The total number of reviews and the average star rating should be featured prominently on a top section of the homepage and on all product pages and collection pages.
Elements like “As Seen In” should be moved up higher on the homepage for instant credibility.
DEUX is also one of those brands with a big social media presence on Instagram and TikTok.
Their cookie dough obsessed customers are already tagging them in content so why not include some of the best UGC on the site as social proof?
[No social proof in top sections of homepage]
Leaving that off the homepage is a big missed opportunity!
💡 Pilothouse Tips:
✅ Implement a robust-post purchase review flow: While DEUX has a lot of positive written reviews, these don’t include images or videos.
Since DEUX has such a fun product, offering incentives for customers to include visuals could really motivate others to buy.
✅ Take advantage of great UGC: Let customers do the selling for you!
There’s already existing TikTok videos of customers sampling and reacting to the product’s taste, so embed those into the site to give first-time customers an additional nudge and build trust quickly.
3️⃣ Top of Funnel (Homepage & Discovery)
Including a Bestsellers section on the homepage is smart. 🧠
It helps new shoppers decide quickly and customers can add the product to their cart in just one click.
As DEUX continues to grow their product assortment, highlighting the most popular items is key in helping first-time customers with decision making.
This section should serve as a primary entry point into the purchase funnel.
However, most of the product listings in this high-visibility area are “Out of Stock,” which risks creating friction for new shoppers.
💡 Pilothouse Tip:
✅ Update Best Seller tab: Updating this section regularly ensures there’s no friction when it comes to purchase and customers only see in-stock SKUs.
Use an app to automatically hide or push down products or create a "smart collection" and set the condition "Inventory stock is greater than 0". This will automatically include only in-stock products in that collection.
4️⃣ LTV (Lifetime Value) & Retention Strategies:
When a customer lands on a PDP, DEUX offers two buying options: one time purchase or a subscribe and save option.
Offering a subscription option (with some cost savings) is a great way to get more repeat customers and get them addicted to the product and consuming it regularly.
However, this buying option isn’t advertised anywhere on the homepage or at checkout.
💡 Pilothouse Tip:
✅ Promote subscription on the homepage: This is a great retention tactic for the brand.
Advertise it prominently with messaging like “never run out of your favorite flavor.”
Sweeten the offer with perks like early access or free shipping to encourage enrollment and long term loyalty.
5️⃣ Shopping Flow
While the site looks great on desktop, it’s a different story on mobile.
Mobile traffic drives the majority of ecommerce sales, yet DEUX’s navigation and comparison tables aren’t mobile-optimized.
And when customers reach checkout, DEUX could be using this space to upsell.
💡 Pilothouse Tips:
✅ Make your site mobile friendly: On average 70-80% of traffic comes from mobile so this comparison table should be mobile-optimized or reformatted so it’s more digestible on mobile.
✅ Remove dead space: There’s a lot of empty space on the main navigation when viewing on mobile.
To better utilize the space, DEUX could show second level navigation links by collection pages (e.g. cookie doughs, spreads, etc.) to pique the interest of first-time visitors.
✅ Upsell, upsell, upsell! There’s a ton of white space here on the checkout page. DEUX can add some upsell and cross-sell items here to increase AOV.
✅ Promote subscription model: Also in the checkout flow they can advertise the subscribe and save option again. Perhaps offer a free gift to motivate customers to subscribe.
✨ Conclusion
DEUX has already nailed brand, product, and retail distribution.
The next big unlock lies in conversion optimization: tightening storytelling, boosting social proof, and leaning into LTV levers like subscription and upsells.
These adjustments don’t require a full site overhaul. They’re high-impact, tactical changes that can pay off quickly.
With Q4 looming, even small optimizations could translate into meaningful lifts in conversion, average order value, and repeat purchases.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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