CheckoutWeekly/TaskHusky Curated Newsletter #2038

10-Minute Teardown of Untuckit.com on Shopify

October 06, 2020

Hello -

Wow … October. Can you believe it? BlackFriday/Cyber Monday (BFCM) is seven weeks away. While you’re freak’in out a little bit inside, let’s talk about this week’s 10-minute Teardown Target.

Untuckit is EVERYWHERE! Sure, this company sells clothes. But it sure seems to me that they spend 90% of their time creating advertising, content, and media and the other 10% making shirts. YouTube, TV, social media, and on-site articles and video … these guys put out a lot of stuff.

Maybe they’re fans of Gary Vee. He is famous for saying that

or two. Well, something must be working because these guys are killing it on website traffic.

Let’s take a look at the Untuckit website in this week’s 10-minute teardown.

Happy Selling,

Zachary

This Week’s Target: Untuckit.com

Company Profile

Untuckit started as a company making shirts for men designed to be worn (you guessed it) un-tucked. The line has expanded to other clothing items and women’s wear, but shirts are still the core of the business. They operate a full omnichannel strategy with an

, online sales, and 87 physical store locations. They’re a top 400 Shopify Plus site and a top 70k website worldwide.

The Good Stuff

This is another example where if you “just” looked at automatic page speed scores you would say that this website sucks. The “scores” suck. But again — with VERY few exceptions — these guys have optimized very well for the all-important user experience. Visual and user experience items are up top and load reasonably fast. JavaScript and tracking stuff that loads slowly are WAY down in the code so that they do not slow down customer happiness. Total page load is more than 20 seconds (!!!!), but everything the customer sees loads in 2 seconds. That’s the way to do it people!

Just below the top hero image they have a reveal slider. You can push it left and right to see the difference between shirts. I’ve never seen that in a Shopify store before, it’s cool, and I am going to share it with the dev team and recommend it to customers who could copy it.

The Product Pages are well laid out with good copy. Nearly everything the customer needs to make a buying decision is above the fold (seen without scrolling). I have a few quibbles on these Product Pages we’ll discuss below.

When you Add to Cart, the Shopping Cart page deploys seamlessly from the right. Very convenient. And during checkout they deploy ALL of the major Express Payment options (important stuff folks).

Apps They Deploy

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

  • Klaviyo — eCommerce marketing and automation.

  • Segment — Customer Data Analytics (serious micro-targeting).

  • Heap — user action analytics (things like button engagement).

  • DoubleClick — retargeting network.

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

  • Back in Stock — just like it sounds, a product availability alert app

  • Yotpo — user review app

  • AfterPay — customer payment plan app

This may not be a complete list.

Needs Improvement

Even though I generally like the Product Pages, the headings are not optimized for SEO. And they say “Free Shipping, Returns & Exchanges in the U.S.,” but the small text can be easily missed. Graphical trust badges would be a better choice.

OK … this surprised the heck out of me. The Product Photos are NOT formatted well or optimized for speed and quality. Given their success and the professionalism of their site this shocked me. I sampled a few images and had my team verify my thoughts. We were able to take their existing images and bring them down from about 350k to 119k without losing any quality or image zoom. Those product pages would load TONS faster if they did this.

Sponsored

The holidays are coming! If you need help making Shopify website tweaks or fixing those little nagging things on your Shopify store, let’s get stuff done.

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