CheckoutWeekly/TaskHusky Curated Newsletter #2121

Rhapsody with Bohme.com on Shopify

June 02, 2021

Hello -

Welcome to the New Tuesday!

Yes, I know. It’s NOT Tuesday … technically. But after a 3-day weekend you’re lucky I got up this morning and put on pants.

When everyone has Monday off it totally throws me for a loop sometimes because it feels like Monday, which means that Wednesday will feel like Tuesday, so this email is sort of not late.

Anyway, that’s my story and I’m sticking to it. How was your day?

So, I was combing through our reports, trying to find an interesting Shopify site to look at this week and came across Bohme.com. And yes,

out to the song Bohemian Rhapsody instantly started playing in my head at full volume.

Party on Garth.

But … turns out Bohme.com has nothing to do with Mike Meyers or Rock ‘N Roll or anything like that at all. It sells clothes. Evidently “Böhme” is a person's last name and has nothing to do with “boheme” or “bohemian.”

My bad. But never one to waste an opportunity, here’s this week’s Shopify Teardown.

Happy Selling,

Zachary

This Week’s Target: Bohme.com

Company Profile

Turns out that Boheme is kind of a big deal. The company was founded in 2006 by two sisters from Brazil — Vivian and Fernanda Böhme. They worked their Brazilian butts off and started a pretty cool business. They have their Shopify site, have an active social sales channel, and have at least 17 physical store locations in the Rocky Mountain states. And for a while I “thought” they sold on Amazon, but there are just a bunch of cheap knock-off clothiers there using their name in search … Amazon really needs to crack down on that.

They are a top 100 Shopify site and a top 30k site worldwide … so super-good for them.

The Shopify Theme They Use

The site looks really good and is a heavily tweaked and modified version of the Focal theme by Maestroo.

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The Good Stuff

The site looks great. Whoever is responsible has a great sense of style, layout, and theme. The images all have a similar tone and feel. And it renders perfectly on mobile.

OK … I can’t decide if I like this or not. They have a good email capture screen, but they “text” message the associated discount code. So, they are capturing both email AND cell phone number at the same time. It looks good and it’s a great thing … IF it works without costing your subscriptions. I tried to find a metric from someone on this but wasn’t able to. Still … make sure you look at what they did there.

on a desktop/laptop if you can. Notice how on full screen the “similar products” are off to the right. If you shrink the screen or look on mobile you see them lower when you scroll. On larger screens, this gives them one of the most satisfying and thorough “above the fold” product pages. I REALLY like that.

Needs Improvement

When I saw the lovely images and experienced the jumpy load, I was really concerned. Google is going to kick them hard in the SEO, but the page speed is not nearly as bad as some of the sites we’ve reviewed. Mobile page speed is especially slow. But here’s the deal … I bet that their page speed would be cut by 50% or more if they just standardized and properly formatted their images.

Vivian and Fernanda … call me, ladies. I can help.

Even though they have an installment payment option, When I looked at the site NO Express Payment options were displayed. I think that this is a miss.

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.

  • Mixpanel — A/B testing and workflow management.

  • Bronto — Marketing platform.

  • Lucky Orange — Real-time analytics and interaction.

  • Klaviyo — eCommerce marketing and automation.

  • Lotame Crowd Control — Social media targeting.

  • Limespot — website personalization.

  • Trustpilot — Customer reviews.

  • Better Replay — Customer experience recording.

  • Back in Stock — Inventory alerts.

  • Bugsnag — Just what it sounds like … find code bugs.

  • Privy — Email list automation.

  • POWr — Social media gallery.

  • JudgeMe — Customer review display.

  • Returnly — customer return experience management.

  • Afterpay — Installment payments.

  • GooglePay/ApplePay/PayPal/ShopifyPay — These are Express Payment options, but remember … I did not see them in the shopping cart when I reviewed the site which is just wrong.

This may not be a complete list. There are some unused apps here. And the code has well over 240 external calls on the home page alone. Completely unnecessary.

Marketing Stuff They Do

Social Ads

Böhme is very active on social and actively using influencers on Facebook, Instagram, Pinterest, and YouTube. They launched 11 different ad campaigns on June 1

alone — and each one of those had multiple versions using still images and video. This, my friends, is where they get the action.

Here are some screen captures of the latest three

/Instagram ads for inspiration.

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