CheckoutWeekly/TaskHusky Curated Newsletter #2041

10-Minute Teardowns of TommyJohn.com on Shopify

October 27, 2020

Hello - 

They’ll put commercials on TV for just about ANYTHING these days. Seriously ... there is no personal hygiene product or medical cream off-limits. Used to be that you’d feel guilty looking at underwear and lingerie catalogs that came in the mail. Now you can see all that and more on the Cartoon Channel … and don’t get me started on that SpongeBob Square Pants!

Speaking of revealing content, don’t forget that we’re presenting a LIVE website teardown on Wiremo’s ECOM Summit event this Thursday. My team will pull the pants down on a top Shopify site and expose all their barely-hidden dirty secrets. Check it out. The event is on October 29

 and we go on at 12:30 pm EDT/9:30 am PDT. 

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Time to reveal this week’s target website.

Happy Selling,

Zachary

This Week’s Target: TommyJohn.com

Company Profile

If you haven’t seen ads for TommyJohn, you have not been watching TV. They have dozens of commercials filled with impossibly fit people mulling about the house do chores in their underwear … because the product is the underwear. They are a top 700 Shopify Plus site and a top 70k Website worldwide.

The Good Stuff

The site design is clean, on-brand, and gets right to work. It says, “You need underwear and about six months on a Peloton home gym. And by the way, lay off the Cheetos.”

The ordering process, shopping cart, and checkout process are slick and polished. Nice job!

Good deployment of express checkout options (ApplePay, PayPal, etc.).

Navigation is clean and focused on the products. Everything else is tucked out of the way in the footer.

Apps They Deploy

We ran a scan to see what Shopify apps & supporting services they are deploying. Get a load of this list:

  • HotJar — website heatmaps and behavior analytics.

  • Bronto — email marketing

  • BlueCare — tracking

  • Dynamic Yield — dynamic personalization

  • Attentive — text messages

  • Loop Returns — exchange/returns optimization

  • Simon Data — data-driver personalized web experiences

  • Yottaa — conversion optimization

  • Pingdon RUM — real-time user monitoring

  • Heap — conversion and ad-spend optimization

  • Kount — fraud prevention

  • Swell Rewards — customer loyalty programs

  • Resonate — customer intelligence

  • DataXu / Roku — advertising network

  • Caritas — marketing strategy

  • Zopim /Zendesk — customer service and support and chat

  • Tealium — tracking pixel management

  • Needle — Live chat

  • SheerID — data gathering to create marketing cohorts

  • Imgix — image CDN

  • Yotpo — marketing platform

  • AfterPay — installment payment system

  • ApplePay/AmazonPay/PayPal/Venmo/Etc. — Payment Gateways

  • BounceX — monetize bounce visitors

  • DoubleClick — retargeting network

  • Movable Ink — contextual email marketing

  • Impact — paid ad optimization

  • Hivewyre — deploy second-party / purchased data

  • The Trade Desk — an advertising marketplace

This is likely NOT a complete list. There is no way they need all of this complexity. Likely, several if not many of these apps and integrations are not utilized. I see a few functional duplications in there. They really need to clean this up. It’s a speed, stability, AND security issue.

Needs Improvement

These guys are making problems for themselves by using PNG images when they should be using JPEG. This was REALLY surprising because it’s something that’s a pretty well-established best practice and they are mucking it up.

Holy crap guys … they’ve got nearly 400 external service calls. I can see that they are doing a bunch of sophisticated marketing and tracking and such. Heck, they probably know the color of the underwear you’re wearing when you enter the site. But there is a lot of messy code in there too … broken calls, cancels, and several zero-content things. I also suspect that there are a ton of apps that were not fully uninstalled. It’s dirty, dirty code.

OK … pet peeve time! The newsletter subscription screen takes up the ENTIRE screen. Kind of hate that.

When I see $58 for a single pair of their shorts it makes me feel bad about my 3-pack of Hanes boxer-briefs that I got for $12.

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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