CheckoutWeekly/TaskHusky Curated Newsletter #2045

10-Minute Teardown of LenosGarage.com on Shopify

November 24, 2020

Hello -

Time doesn’t fly. Nope. Time races around the track like a Ferrari on jet fuel.

As you’re reading this email, Black Friday is THIS Friday. Holy mackerel folks, we are THERE! Over the next few weeks, the days are going to race by and you won’t get a pit stop until New Year's Day. But don’t worry … I know that you’ve got what it takes under the hood.

Speaking of fast cars, let’s take this week’s 10-minute teardown out for a spin and get you up to speed.

Happy Selling,

Zachary

This Week’s Target: LenosGarage.com

Company Profile

Jay Leno is well known for two things: being a successful comedian who hosted The Tonight Show for 22 years and for his passion for cars. After retiring from the tonight show he wrapped himself in his side gig, starting a show called “Jay Leno’s Garage” — originally just online, then in full broadcast. And he has taken that success and launched an online store using the Shopify platform selling private-labeled products to care for and maintain … you guessed it, cars.

The Good Stuff

The site is crisp and clean and gets right to work. It is built on a customized version of the Turbo Theme from Out-of-the-Sandbox. The images are on-brand and make sense. The entire home page says, “You are here to buy great car care stuff so let’s do that.”

Page speed … I have reviewed and tested hundreds of Shopify websites and this site is the best-performing I have ever seen. Is it perfect? No. Nothing is perfect. And I could nit-pick. But sometimes the minor imperfections prove the greatness. Nice job guys.

The shopping cart appears smoothly when a selection is made and there is at least one Express Payment option available (PayPal) in the product page. Two other Express Payment options are available during checkout (ShopPay and ApplePay).

Apps They Deploy

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

  • Optimonk — a retargeting platform.

  • Klaviyo — eCommerce marketing automation.

  • HotJar — website heatmaps and behavior analytics. (see next item)

  • BoldCommerce — eCommerce subscriptions and Upsells.

  • Snapppt — shop Instagram feeds.

  • PayPal / ApplePay / ShopPay — express payment gateways.

  • DoubleChick — ad network.

This may not be a complete list. But again, notice how few there are. In this case, "few" is a good thing. The biggest name brands and most successful sites do NOT have a bazillion apps and when they stop using one they delete/uninstall it completely.

Needs Improvement

This site is great, but there are a few quibbles that, if fixed, could make it better.

They have a reasonable return and exchange policy. But it is hard as heck to find. A few trust badges on the product pages might rock the conversions a bit better.

OK … pet peeve time. Although the images are well-formatted to balance speed and quality (could be a tad better, but really good), the images are NOT formatted/scaled consistently. This is causing unnecessary jumping and stepping in various places — collection pages, article content suggestions, etc. My team is always explaining this is our task tickets, and we now have a real-world example that shows it.

. Scroll down and look at the grid of product kits. You will easily see how the images and text do not line up. This is almost always caused by the non-standard formatting of images. It’s an easy fix and they should do it … more importantly, they should have a set of image standards so this never happens again.

Sponsored

The holidays are coming, but you can still win the race! 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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