CheckoutWeekly/TaskHusky Curated Newsletter #2049

10-Minute Teardown of LovePopCards.com on Shopify

December 22, 2020

Hello -

When you see this email it will be Tuesday, December 22. This is the first official day of winter and the day after the Solstice. Importantly, it is also just three days before Christmas AND nine days before New Year’s Eve … and the end of 2020.

Maybe we should send 2020 a going-away card or something. Let the year down easy with a nice break-up message … something like, “It’s not me, it’s you” because … well, you know what I’m saying.

Speaking of nice cards, here’s this week’s 10-minute Shopify teardown.

Happy Selling,

Zachary

This Week’s Target: LovePopCards.com

Company Profile

Maybe you’ve seen the online and social media ads from LovePopCards. They are EVERYWHERE! They sell pop-up, 3-D paper greeting cards. Most of the time, the card is something that comes with a gift. At LovePopCards, the card IS the gift. They feel special, often clever, and delightful … which is why they are a top 100 Shopify website and a top 30k site on the entire internet.

The Good Stuff

If you’ve been following our content — and you SHOULD be — then you know that was are experts in website page speed. Importantly, we know that automated page speed tools like the one in the Shopify dashboard are great and SUCK at the same time. And the LovePopCards website is the PERFECT example of why.

The automated tools say that the page speed on this site is terrible. But the truth is that it’s NOT terrible. In fact, it’s actually good. The reason it’s good is because the customer experience is really fast and slick. But they have all their analytics and tracking and other junk running invisibly in the background. But machines are stupid and cannot tell the difference.

The site is clean and crisp. It gets right down to business. I fact, it’s so good that I impulsively ordered a card and became a customer while I was reviewing the site. If that is not a ringing endorsement, I do not know what is. Seriously … I bought a Christmas card.

Dang … even the navigation is clean. No wasted time or attention. They start right off with “Best Sellers” and move into logical shopping options that are intuitive. And it worked on a jaded eCommerce pro like me, so … just saying.

Ooooooooo … they have licensed Star Wars designs. Including Baby Yoda! Where’s my credit card?

The shopping cart indicator is really good … slides in from the left. Don’t ask how I know.

The mobile view is strong too. Very fast, clean, and intuitive.

Apps They Deploy

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

  • ShopifyPay/PayPal — Express Payment options.

  • HotJar — website heatmaps and behavior analytics.

  • Findify — personalized search and recommendations.

  • Grin — influencer marketing.

  • Heap — user action analytics.

  • Loader.io — load testing for high volume peaks.

  • Tealium — marketing tag management.

  • Typeform — online forms.

  • Bugsnag — error code log and analysis.

  • Yotpo — eCommerce marketing and reviews.

  • WisePops — pop-up marketing management.

  • DoubleClick — ad network.

This may not be a complete list.

Needs Improvement

Yes, I know. Just a few minutes ago I was raving about how their “real” page speed was good. But there is one caveat … they have 296 external calls. I took a quick look into the code and there are TONs of canceled calls, redirects, and other messiness. This is going to bite them in the reindeer pretty soon if they don’t get in there and clean things up.

The image ALT tags are a waste. Not good SEO or ADA compliance. This is easy to fix and they should.

That’s really it. This site is dialed in to their business model and target audience. Many of our other normal suggestions likely do not apply here. Solid work. I should send them a nice card or something.

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