CheckoutWeekly/TaskHusky Curated Newsletter #2234

Keeping Your Eye on Sales … with Shopify

Yo -

Did you know that each one of your eyes has more than 2 million little functional parts?

That’s crazy!

I was freak’in out because the Ikea bookshelf I put together last week had like 90 little screws and crap

.

And did you know that those tiny muscles that move your eye around and pull focus are the fastest and strongest muscles in your body by weight? But you still can’t go to the beach and impress the girls by flexing your

. You SHOULD be able to … but no. To the hot girls on the beach, a Big Bicep is to a Superior Oblique as a Corvette is to a Hyundai Elantra.

Anyway …

I’ve had a few eye-related issues in my life. I’ll spare you the details. But they suck. A guy on the TaskHusky team is getting his eye worked on today, so it brought it all back to me.

And here’s another interesting eye-fact … the brain is the most complex organ in your body, but the eye is #2.

Unless you are a politician, in which case your brain doesn’t even make the top 10.

If you want to read a bunch of other interesting eye facts, you can

.

In addition to all that, eyes are big business for eCommerce. There are online shops that sell eyeglasses and contact lenses. There are tons of sites that sell sunglasses and eye-health vitamins. And there is even Shopify site that does nearly a million bucks per year selling eye massage devices. No kidding … for reals. Let’s meet them.

Happy Selling,

Zach

If you have a Shopify site and want that site to be front and center in an upcoming TaskHusky Checkout Weekly newsletter ... this is kind of cool. But keep in mind that I tell marginally humorous jokes and poke fun at everything. So, well, you get the idea.

Just reply to this email and say

“Tear me down Zach!”

and I’ll put you on the list for an upcoming issue.

This Week’s Shopify Teardown Target: TheEyeology.com

So … Eyeology was founded in 2020 by a mysterious “man behind the curtain” who owns the company as a subsidiary of a mysterious “KARUL LTD” … and we find business registration information for multiple locations, and there is no address listed on the site that I could see. But my best guess is that the company is located in the country of Estonia on an island in the Baltic Sea.

Huh.

I am REALLY good online searcher.

To dig any further, I would need to be an employee of the NSA.

But the analytics suggest that this site is already in the top 200k of all sites everywhere and ranked about 36k in Shopify-land. And other analytics suggest that their sales volume is trending to about $950k this year … and who wouldn’t take a little of that? Still … all the mystery is odd to me. Most founders make telling their “founder story” a part of the deal.

We do know that they sell eye massage devices.

They appear to have between 30k and 40k visitors each month, but there was a huge spike in March of this year that doubled their numbers. It would be interesting to know if they ran a special ad, got some media attention, one of their affiliates blew-up on social ... something happened in March.

The Shopify Theme That They Use

Their Shopify site was created on or about October 16

, 2020. The site is built on one of the most popular premium themes going right now — the Impulse theme from Archetype Themes — and they appear to be using the Modern variant.

You can

.

What They Do Well

You know what … TheEyeology feels like a 1-person company to me … one guy, a few contractors, and a drop-shipping arrangement with a white-label manufacturer. Maybe I am wrong, but in any case, that comment is not an insult. It’s actually impressive for 1 or 2 guys to build a business and put some numbers n the board.

They have really done a good job SEOing the site.

. I see amazing focus on target keywords and TONS of content to back it up. Even the

are well-SEO’d. Nice job.

The color selector on that same pages works really well. And I can see all the best practices deployed — solid risk reversal, gobs of social proof, clear CTA.

Upon purchase, the cart slides into view swiftly, has all the info you need, has cross-sell / up-sell.

What Needs to Be Improved

Minor quibble … they have too much non=-essential in their main menu at the top of the page. Some of that stuff should be moved to the footer or as a sub-menu.

When I viewed the checkout process, they accepted only a single Express payment option … PayPal. Why not have to top 3 or 4?

They might want to deploy an installment payment option … something like AfterPay or Klarna.

The code quality and page speed are average … nothing to brag about, but they are not killing them either.

The Shopify Apps They Use

We used our top-secret Shopify scanning tools to determine that this site is using the following apps and plugins:

  • Klaviyo — Customer lifecycle management.

  • SegMetrics — User analytics.

  • Trustpilot — User reviews.

  • Zipify — Upsell app. I noticed above … seems to work.

  • Bugsnag — The snagger of bugs.

  • Tidio — Live chat.

  • ApplePay/PayPal/AmazonPay — Express payments … funny how only PayPal displayed for me.

  • Klarna — This is the mobile payment facilitator.

  • Doubleclick — Ad network.

Not bad at all … just 9 apps registering in our systems. This keeps the site fairly clean.

Marketing Stuff They Do

They are running a TON of paid search ads … which is no surprise. They are also running a TON of

ads … also not a surprise. Do you know what IS a surprise? It’s a surprise that they do not link to their social media pages from their primary website.

Another odd mystery, right?

They are running an affiliate marketing campaign as well via a service called “

” … which seems legit enough. And some folks are reselling the products on

.

Examples of their 3 most current search and social ads are included below for your inspiration and education.

Sponsored

Let us help you see your Shopify business more clearly. If you need help making Shopify website tweaks or fixing those little nagging things on your Shopify store, let’s get stuff done.