CheckoutWeekly/TaskHusky Curated Newsletter #2036

10-Minute Teardown of Yummie.com on Shopify

September 22, 2020

Hello -

Hello all! I trust that you had a great week.

Before we get into this week’s target 10-minute Teardown, I wanted to mention something about selling stuff. In technology and marketing circles we make up new funny words for every little thing. Since eCommerce lives in both of those worlds it gets a double dose. And one of those words is “Omnichannel.”

Omnichannel has come to mean that you don’t really care who or how you sell stuff. You only care that you sell stuff. So, you have a website, but you’ll be just as happy if the customer buys on social media … or in your Amazon store … or from someone you sell wholesale to … or on Etsy … or in one of your bricks & mortar outlets. Really, whatever works for you and your target customers.

The real power of Shopify is not “just” that you can stand up an eCommerce website fast. It’s that the Shopify platform supports any way you want to sell, ship, and deliver. And Shopify walks the talk. They even opened up another

.

Just keep that in mind. Here is this week’s teardown.

Happy Selling,

Zachary

This Week’s Target: Yummie.com

Company Profile

Yummie is a top 400 ShopifyPlus store and a top 70,000 store on the internet — and those are impressive stats indeed. How did they get so successful? Branding … but we’ll get to that in a minute. They sell “slimming” apparel for women from leggings and undergarments to jeans and tank tops. Not “high fashion,” but the everyday kinds of clothes that real women wear every day.

The Good Stuff

Right off the bat I’ve got to say that these folks know their target audience really well. Nothing gets in between the site visitor and the sales funnel. The photography is professionally done and spot on — striking a near perfect balance of design that is there without distracting from the mission (sell stuff).

If you use the automated tools to measure page speed, the scores are bad. But what the customer sees and interacts with pops up in a reasonable amount of time. We’ll touch on a few behind the scenes code issue below, but Yummie obviously has their priorities straight — Customer Experience First.

Product pages are disciplined and well organized. All the options and necessary info is there so buying decisions can be made fast and confidently.

I wish we all had their photography budget.

Apps They Deploy

We ran a scan to see what Shopify apps & supporting services they are deploying. Here’s what we found:

  • SwellRewards — loyalty and referral program.

  • SteelHouse — retargeting ad programs.

  • Klaviyo — reporting and eCommerce analytics.

  • Facebook Tracking Pixels — the de facto standard for ad and social retargeting.

  • Shoelace — another retargeting platform.

  • Zoho SalesIQ — live chat.

  • ShopifyPay/PayPal/ApplePay/Venmo — payment gateways.

This may not be a complete list.

Needs Improvement

What? No Image ALT tags? Come on guys! You were doing so well! This is an easy fix for FREE SEO juice AND legal compliance.

There is a lot of junk in the code. Yes, the visual experience loads fairly well and the tracking and marketing apps run in the background as they are supposed to. But there is a ton of junk building up in the code that is going to blow up on them someday. I can see glimmers of the problem in small display hesitations here and there. There is code that is simply doing nothing and several external calls that just fail out entirely. “Fix now you must so pain later you do not have. Trust me you should!” — Shopify Yoda

Yummie has a solid Returns & Exchanges policy but it’s really hard to find. Maybe that’s intentional. Some stores think that making the returns policy difficult to find or onerous to do saves them money. But even if you just put a trust badge on the product and checkout pages it can be positive to conversions. I say test it.

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