This episode begins with an advertisement for Swim, a tool designed to convert shoppers into buyers. The main content focuses on Shopify, starting with a brief mention of three new medium-sized platform features. The core discussion is a detailed case study of a store rebuild for John Boy Media, a baseball-focused media company. The new site is praised for its exceptional speed, attributed to using no front-end apps and a modern theme. A key technical achievement is a "skin switcher" that allows one store to display three distinct brand identities (John Boy Media, Slash Line, and We Got Ice) by loading different CSS files and navigation based on template names, avoiding the need for separate stores. The hosts also delve into common e-commerce challenges, criticizing messy, inconsistent product tagging practices. They advocate for using structured meta fields with predefined values to ensure clean data, which simplifies creating accurate collections and improves search functionality, as demonstrated in the John Boy project. The episode concludes with a promotion for Cleverific, a self-service order editing tool for customers.
This episode is sponsored in part by Swim. Okay, here's a depressing stat. 70% of shoppers who want your products never actually buy them. They browse, they consider, then they forget. That's revenue walking out the door. Swim wishless plus turns browsers into buyers. Customers save products they want, get notified when prices drop or items restock. You can also engage them in personalized fashion through your marketing or sales outreach. It's like having a personal shopper reminding them to come back and buy from you instead of your competitors. And 45,000 stores already use it. And it only takes five minutes to install. You can try it free today for 14 days. Go to getswim.com/curt. Let's swim with a Y.com/curt. Turn those maybe later into sales today. Getswim.com. [Music] I get people ask me, they'll be like, "Oh, what conferences should I go to this year?" I'm like, "How should I know?" I don't like people, so none of them. You know, I like people. I don't love conferences. Yeah, no. I never want to go to a conference ever. I went to, you know, I went to Unite when they had those and they were fun. You went to Peak Unite. Shup by Unite. Yeah, the Peak Unite. I saw Justin. We hung out. Is it the Prime Minister of Canada? I was like, "Get out of here, dude. Like, you don't want this job." It's like, "You're right, bro. You're right." And then years later, he quit. But he texted me. He was like, "You were right all along." Like 30% of the store's true. The rest is false. Today in the show, we're going to cover three new Shopify features. We're going to go, "I'm going to call them all medium, small, medium, large features." Oh, medium features, okay. I'm going to put these three as medium features. Are you saying they're mid? Wow. Damn, I'm telling hard. No, I'm 42. I don't say mid. Yeah, that's it. That ages me. I can't say mid. Plus, I want to get into the weeds on just talking through. I will save this to the end. Then we're getting deep in the weeds. Some features for a new app. App decisions. App choices that we don't know the right choice. Yeah. When you're building a Shopify app, then suddenly you go, "Wait, does this work this way because that's how I think it should or because how people actually use it?" We'll think it should. I'm really excited because we're going to talk about it. And we're going to maybe kind of come to a decision, but we're not going to be sure. And then a bunch of people are going to apply. And they're going to be like, "You idiot. Obviously do this." But everyone that does that is going to say, "You idiot. Obviously do this." And then this will be different for all of them. Yes. But they'll be certain that they're right. Yes. Well, that's what makes it such a difficult decision, is these opinionated design decisions. And then the other thing that we'll jump into now is this new site that we built. And by we, really, it was largely you. Yeah. We did a new store for John Boy, where I don't know if you know John Boy, it is like a YouTube channel, a media. Multiple YouTube channels. Multiple YouTube channels, a media company. They mostly focus on baseball, but they're branching out. And I realized I had to take it over because on like the launch call, you were like, "I love it when a point guard hits a touchdown." And I was like, "Oh, fuck. I'm going to do this." I didn't say any of that. I didn't even know what those words mean. Yeah, you did. You said that. We've been working with them for over a year now. They came to us about 18 months ago just to do some stuff on there. Then current Shopify theme. And it was awful. Oh boy. So bad. And we were like, "Please for the love of God, let us fix this." And they were like, "No, no, no, no, no, no, we got to get through Christmas. We got to all the stuff." And we were like, "All right." And so we got them through Christmas. And they came back. Usually nine times out of 10 when a client, when someone is like, "Oh, well, we'll get back to you later after the holidays. I don't come back." Yeah. Other stuff comes up. Yeah. But they came back. Bless their hearts. So that's what we've been working with them for the last couple of months now. There was an inner regnum in the middle because they signed a deal, actual real deal with real boy, big boy Major League Baseball. MLB. Yeah. So they have like the MLB team rights and everything, which they did not have before. That's worth the wait. Yeah. That is a serious legitimacy. Yeah. So they would just be like, "I love Chicago Baseball." And then it's just like a blue and red shirt. You know what that means, wink, wink. But we can't tell you. But now they can. Sweet. Well, so there are two things I love about this site. One, it is incredibly fast because as far as I know, it doesn't use any front end apps. It's so fast. It is the thing that I want to show every store owner when they're like, "I worry about my side speed. Why can't my side be faster?" Then I'm like, 30 to 40 apps. Like delete 10 of these apps. They're like, "I need those, but I also need my side to be faster." No catch, only throw. You know, so they never want to do it. And then sports car and I need to pick up truck. Yeah. It's not going to work. Well, okay. We'll just take that back to the Lambo. Yeah. So I just sit it there. And it's just a modern Shopify theme. It's built on top of focal. Obviously, all the modifications I did were good and correct and very fast. And so there's no time. You just hit F5 all day long. And then all just refreshes instantaneously. It's because they have no apps. This is the problem. Well, you know, in of your performance scores, I think the one that gets us a trouble CLS, cumulative layout shift. But in this store, CLS reports is zero, meaning when it loads and renders, the site doesn't do that goofy thing where like we just pop in and shift around. I wouldn't go that far. I don't think it reports is zero. But I think this one is zero. I don't know. I think I was looking at it last week and it wasn't zero. Anyway, it's got a great school. Anyway, who cares about the scores when you hit F5, it goes real fast. It is quick. And it's just because they're not running a ton of apps. That's great. The other neat trick you did is template switching. Yeah. They wanted, they actually wanted three stores. They wanted three stores and one stores. You know those guitars. A three and one. Yeah, you know how those guitars that are like double guitars. They wanted a store that's three stores. So there is a theme switcher. I don't want to say theme because that like theme is a word and Shopify that means something. So I actually call it a skin switcher because you're not necessarily switching templates either because you could have like five. You are switching. You're not necessarily you are switching templates, but you're not necessarily that makes any sense. I'll explain it. I call it a skin switcher because you're switching the skin around on the theme. So there's one theme. Depending on trigger words in the template name, it will also call an additional style. Sheet and the additional style sheet will change the skin around it. Everything else works the same. Everything's functional. All it is is we're changing the CSS via one additional file that oh and we're changing the Navs. That was the thing they wanted. So the navigation actually changes, but that's it. So how many way how many different looks does this thing do? It has three looks what they wanted to do is they they just had John Boy media and they wanted to try for Kate their store into three separate things. I know bifurcates real word is try for Kate to rule. Look bifurcates are real word try for Kate asked. We can extrapolate bifurcates for the occasion. They quad forcated it. Quint for Kate. Sex for Kate. So they wanted to create a new brand called slash line, which is their the baseball gear. The stuff MLB teams MLB players. They wanted a second store called we got ice and we got ice as a YouTube channel. That I would say is kind of like classic who and again, but baseball stuff like we are in the warehouse screwing around with like things that could be baseball bats or like weird ball. It's not hockey. Wait, we got ice isn't about hockey. No, it's not why would it be about hockey? They're a baseball theme. Was ice got to do with baseball? I don't know. It's like in the cooler or some crap. I don't know. Okay. Anyway, it's silly videos involving baseball influence. And then the third one is just John Boy Media itself. So it's like shirts for the podcasts. Yeah, show merch joke. Yeah, show merch and from the YouTube shows and from the podcasts and like jokes from that. So that is their main things. They wanted each one branding. They have a distinctive logo and colors and you know, fonts and stuff like that. So that's all achieved with a style sheet, different style sheet that is only called when the template has a trigger word in it. So the way that works is by default every page on the store is a slash line page. But then if the template name has ice in it or dash ice or ice dash in it, it'll call the we got ice style sheet and it'll look like a we got ice page. Okay. That gives you more flexibility. Yeah, because that was the thing where it was like, well, we can't just have one template. But if they want to make another page using like a page template or like a special collection template, but they wanted it to be a special we got ice collection template. So I have to they have to have a way to have multiple we got ice templates, but all know to use the we got ice skin. And it actually where it practiced, it works pretty well. I see. Clicking around the site. It was great. I'm hyped about it. Yeah, it's cool trick. But it's like, I mean, it looks the whole thing changes considerably like logo color fonts. Yeah. And it's like very different branded feel on one consistent store. It's neat. Yeah. And we've done similar things in the past. This is the most advanced version.
and that we've done. - Yeah, well we've done that. I know we did it for Adams, 'cause Adams is the blackout products, and they wanted those pages to be black, which then necessitated making all the other page elements white and you kind of need to do like a switch there. I think that was tag based, I'm not sure. - That one also, it was just limited product, you just template as well. - Yeah. - Tag based. I like your handle trick. - The handle trick's better, 'cause tags, this was another thing. So I also became like their information architecture guru because, okay, well this is a Derek, this shirt is a Derek Jeter shirt. And so how do we know what it's a Derek Jeter shirt and how do we get all the Derek Jeter shirts together? It's like, well we just tagged everything. Well who tagged it? 10 random people that have worked here over the past five years did the tagging. So that it's like, Jeter, Derek Jeter, Derek underscore Jeter, Derek space Jeter, Derek hyphen Jeter, Derek Jeter, one word. - Now this is not an unusual thing to see on your managing big catalogs that have changed over time with different people working on it because they're like, all right, one person goes, yeah, we've got the system set up and you just got a tag it. If you want it hidden, or you don't want it to discount, tag it no underscore discount. Next person tags it, no dash discount, 'cause why doesn't work? And then they go, well it needed to be tagged, no underscore discount, they add that. Third person goes through the same thing, types N-O and it autocoupleets and they see two no discounts. Well, select a both at and then that just keeps happening. Until eventually you have like 10 tags, you know one of them does the thing you want and so every time you add them all. That's where pre-meta fields we had to use tags for like fun conditional logic like this. And it could become messy. - Oh, it was very messy. Obviously the Jeter products, there would be a lot of them over the long period of time. So people were slapping everything they could think of on top of it and their tag fields on every product was insane. Whereas like a Kyle Schworber shirt would just be like Schworber and it was like, okay, but are we doing first names or are we not doing first names? Like how do we know? I remember when I worked at the AV club at the onion, you know there'd be like movie reviews, there'd be like movies and you would end up being like tag based searches that you could do. And so then it was like, well in the tag, there would be the tag cloud. Remember tag clouds? - Oh, tag clouds. - Yes. - Of like, you know, it's like for this review of this movie and it's like well, you got to fill out the tag cloud on the movie and they're like, well what should I, I was like, well what should I put in it? They're like, I don't know the tags. It's like, okay, so like the director and then like all the actors like the year came out, like genres that I think are involved, topics of the movie. Like just keyword stuff. - Yeah, just keyword stuff. Like what? Tell me, give me an outline and they're like, I don't know, just do it. - To this day, I still regularly feel questions where people are like, that's what you do with any field and any content management system shop fires otherwise. If it has a section called tags, you just start stuffing keywords into it because it'll be helpful you think maybe. - Yeah, so everything has 500 random things that are just tangentially related to in any way whatsoever. That's good. That helps narrow things down. - Yeah, well those tags would become keywords that you could search by. I think is why people were doing that. In Shopify today, you can insert, you can add synonyms, you can do product boosts. You had a lot of the stuff in search and discovery and really instead of tags, you do everything with meta fields and then to prevent the situation we described where it's like it just over time, you end up with like five overlapping similar keywords with meta fields I love doing. You could pick from a predefined list of values that cannot be changed willy nilly. And then that really simplifies things, at least in preventing that, that cruffed from accumulating. - Yeah, I didn't do that and I should, well, 'cause so we had, I added one for player. So there's a meta field now on their store called Player and it's like you're supposed to put in the name of the player that is associated with this article of clothing. And then I also added Teams and Teams could have multiple entries because it's like, oh, it's for the NLCS. So it's Cobb's math, what Cobb's and Matt's in there. And you're supposed to do the whole one, but given that they're like, you know, 30 baseball teams, 30, I should have just made it a predefined list. - Where you could pick multiple. - That's a good solution to that. - Can you add later? - Yes. - Okay. I mean, you can't like go back later, change type. You can't switch from like, I don't think you could switch from list to multiple and vice versa. But if you have like, this is the list, you could change that. - Yeah, because I would need to change that because the. - Yeah, it'll change. - Because the athletics are maybe moving to Las Vegas. Who knows that's a shit show? The White Sox are maybe moving to Nashville. Probably not. Who knows? There might be a new team in Nashville. Like so, you know, that list would have to necessarily change at some point. So yeah, so we set that up again where, and before they obviously kind of had to wink, wink at the teams and now they don't. And so that allowed to use the real team name. So that it's like, okay, we could build collections now. Instead of, you know, again, how do we build the Yankees collection? Well, we build the Yankees collection for any product that contains the tag, NYY or Yankees or New York Yankees or New Dash York, Dash Yankees or New underscore York underscore Yankees. Like. - Yeah, with the new tag, you can't do contains. It's exact match only. - So again, it was just like, how do you build the Yankees collection? Everything that is the meta field, the team meta field is filled out with New York Yankees done. Just keep filling out all the fields on the products and you're gonna do great. - Well, she's now, we gotta revisit if we do some defined meta fields on there. - Yeah, but yeah, I should, I mean, if they screw it up, I should probably do that. I don't think the problem, so the problem is the way they could screw that up is they never stop making products, holy shit. Because it's all kind of like meme content. It's like weird baseball be. You know, there's a guy, there's a catcher. He plays for the Mariners. His name's Calarale. He had 60 home runs as a catcher and that's never happened before. - Congrats. - And his nickname is the Big Dumber. - The Big Dumber. - And everyone loves the Big Dumber. So the day that the new theme launch, they also did their Big Dumber Drop. - A lot of selling product. - A bunch of Big Dumber gear. And so like that obviously helped the numbers. But, you know, I looked since the site launched. I was like, oh, let's look at the data. It's only been a week. The top 50 products sold in the last week, 40 of them weren't on the store a year ago. They had just, it's just constant turnover of the items on the store. And they got to keep thinking up new items. Sarah, the graphic designer there who we worked with. Sarah's got to just be cranking out t-shirts all day long. They just got to strike while that iron's hot and just keep turning over that inventory. - Yeah. - Yeah, it's a tough one. - It's turning it over because it's print-on-demand. That's my other thing. I'm kind of like, you guys print-on-demand, those margins are terrible. And I think that might be part of the We Got Ice thing too. And We Got Ice and Jamboy Media is that those, maybe, those are more evergreen, I would think. - I would hope. - Then yeah, then the big, then like counting on a catcher, suddenly getting hot. And, you know, who knows if anyone's going to remember his name like two years from now? - With a nickname like the Big Dumber. - Well, you know, two years from now. I was gonna, I was gonna name check a guy that played for the tigers that hit like 10 home runs in April. And then like, obviously you never want to, Chris Shelton. Yeah, Chris Shelton. Like, you know, who thinks about Chris Shelton? I couldn't even remember his name. - All right, let's move on to. - That's it? - Well, we did talk about this all day. - We did 20 minutes. - Ask you questions. Tell me more. I want to talk about it. It's the only exciting thing I've done all year. I had a baby who cares. This site's my baby. - Oh, wow. You know, on that note, I'm especially gonna move on. - Man, those order change emails suck. They're always like, I ordered the wrong size. I meant to change the shipping address. Oops, I was drunk. Instead of making customers email you that stuff, let them fix it themselves with cleverific. cleverific is a self service portal that lets customers edit their orders without bugging you. That means you get fewer headaches. Customers get faster fulfillment and there's fewer returns overall. Everybody wins. Peter Manning, New York, cut their support tickets by 99% with cleverific. You want in on that? Get 50% off the pro plan. Just $49 a month exclusively for listeners of the unofficial Shopify podcast. Go to cleverific.com/unefficial and use promo code Kurt50. Done. Problem solved. That's cleverific. - So you can now segment your customers. I don't know if you knew this. You could segment customers. - By buyers and not buyers and you told the not buyers get the hell out. - Well, they give you instead. Like what's your in the customers view? They give you, oh shoot, did they give you GraphQL for customers or is that orders? - Oh, I don't touch that stuff. - So the new option they gave you for filtering customers. So you've always been able to create customer segments where you could save it and you say like, "Customers will work placed more than one order." Okay, those are repeat customers. And I could save that and make a segment called repeat customers. And then I could refer to that if I'm using Shopify for email, I could get to it there. I've used that to Shopify flow with tagging but that generally that's how I use it for my automations and in other marketing campaigns. One would think what they added, which is helpful, is you can now segment customers by the product category they viewed or the product category they purchased. Now one important distinction here, when we say product category in your product taxonomy, which you just did a whole bit about taxonomy. - Oh, those okay. - It's not product type. - It's not product type but it's not collection. It's by like category. - Yeah, so it's just like knit hat or something like that. - That's a big one.
So Shopify said this change, I think this is last year. And that's set up by Shopify, those categories. Yeah, which I believe those correspond to what Google shopping uses. Like there's a ton of categories. Those are the ones where it said, like it'll say, you know, category suggested. And then it'll try and get it right. And often it does. If it gets it, you know, right or close, just hit apply. It's underneath the description. Yeah. It's before it's after the description and before the variance on the product page. Yeah. Or if you bulk it at the product, you can see those. But you can now just quickly, assuming you have all those categories applied. And you know, now you could make a segment. And so it's like, okay, you know, on Jumbo, I could be like, all right, everyone who bought something in category hat. Great. Hats, you know, if you're doing this type of a lifestyle apparel, hats are often a big, big seller for you. You got a new hat launching. Great. I am now going to do, you know, for my new product line capsule that's coming out, I'm just going to send a promo about just the hats to the people. In who viewed or purchased hats and so like shoot fish and a barrel. And so if I do a product launch like this, okay, then I would do another one where I segment by T shirt. And now that one is just going to lead with the T shirts. And then, you know, of course, also, I'd be like, Hey, there's also new hats. But I'm going to lead with what I think is going to work just an example use case. I am downgrading this feature to mid because from medium to mid, because those categories are two general. Like this dudes into T shirts like come on again in the job boy thing. I want to buy battlefield by team by team. I feel like okay, well, we know this dude keeps buying Cubs gear. So when we get new Cubs shirts that we invent, email that guy or, you know, like Cubs shirts, not going to be a category. Well, no Cubs Cubs is going to be a collection. It's going to be a collection or a field potentially. Yeah, or a meta field or like for our automotive, like, all right, we know this dude owns a 2023 Toyota Tacoma. So we want to include him on our new products that fit his 2023 Toyota Tacoma. People aren't like hat fans. This guy loves hats. Like, I think no, oh, I don't wear. Some people are hat people. That's true. There's some people have people maybe, but it's like, you know, come on T shirts. Come on. There's a guy with a baseball cap on right now, screaming in his car. He's a hat guy on 40 hats. It's a lot of hats, sir. The big one, the big feature announcement that just occurred is the, the chat GPT shopify integration. That's now official official. You know, for sure, this is the thing we knew was occurring in the background. Now if you go to shopfi.com/chatsupt, you could pre register for this. The idea is, I asked chat GPT for product recommendation. It makes the product recommendation. And that's where it's shopfi has been providing catalog data to chat GPT. You can see this if you install the app, um, shopfi knowledge base. It'll show this these recommendations to you. Um, and but now they take out one step. Because currently I can see an analytics for a few of our, our bigger client stores. They're starting to get purchases where the session was referred by chat GPT. So that means someone asked chat GPT a question. It said, Hey, here's the product. They click the link they bought. This takes that second step out. Instead, it's the example they show on the website is like they click the product card. And it's just like, Hey, make up by order now. And it's one click. And it just does it. So they don't go to your store. No. No, the order just appears in your shopfire orders. So I'm assuming one, you need to be logged in via shop pay. I would yes, one of the requirements is that you use, uh, shopfi payments, I believe. I mean, that's, well, I would, okay, so that's, I don't think they stated that that is, but I would assume it. Cause just my question is in no place on the internet, can you click a single button one time? And you are immediately charged and a product is shipped to you. Yeah, it's always, even if it's by now, it's still by now. And then I click then I, that by now. And then Amazon still takes me to a checkout page. That's like, we're going to be charging this credit card. It'll be going to this address. Here's the tax we're charging. It sure does that. It does. So it's like, yeah, it's like a, it's, so it's so, yeah, it's like here's product, photo title, price. You click it, tap it, then it opens the car, the checkout card. So then you place the order, but like where did it get that info? So you are, there's like an integrated checkout inside chat GPT, trust me. In the little like screen share snippet, they included that is how it appeared. Okay. So yeah, I don't think there don't want people logging in via that. So it's like, you already need to be logged into shop. Hey, guessing. Yeah. Or shop shop app. I don't know. Something with shop is a suffix, you know, or just, they just own that shop. Uh, yeah. But, you know, it currently, you're already in role automatically enrolled into your catalog. It chaired so it could make the recommendations fine. You know, more, more surfaces to recommend my stuff. Gimme, gimme. And, you know, this potentially simplifies purchasing. But right now it's just a landing page. We sign up for it. And so I say, you know, sign up for it. See what happens. Yeah. I mean, get five sales before this whole, I think collapses. Even if it collapses, it could still be, you know, working. We can still get sales with it. It's the people who spent the billions to build it that have the problem. All right. This is, I'm just being a declaration right now, by the way. So this whole thing, this is all going to fall apart about six months. Like NASDAQ's going to tank. Like they're all, it's all, it's all going to be a house of cards. And they got to find, they got to find their next scam to shovel billions into. And, you know, because we had NFTs and, you know, we're the blockchain and all that sort of stuff. And now we're on this, but it's going to be robots. Oh, yeah, humanoid robots. They'll be like, oh, we're building these robots and like these humanoid robots. It's going to be your best friend. And it's going to like do all this work for you. And it's going to clean your house and like, we're working on that. But we need a hundred billion dollars every month in order to make the robots happen. So money, please, that's, that's going to be the scam. I mean, I think we're already there. Oh, I don't think it's the, it's not the main new scam, though. What I'm saying is going to be the main new scam. Okay. Maybe I just think they've been around the humanoid robots in development. I've been around a while. Chat bots have been around for a while. Kurt, I don't see everyone losing their mind over chatbots all of a sudden. That's a good point. You know, well, but chatbots suddenly got like good and exciting. It's like maybe the human robot. Robotic, good and exciting. Kurt, I need a trillion dollars this quarter. What's the robot do? Well, I mean, it's like make a dinner or do it stuff I want to do. Listen, listen, it's not about what the robot can do right now. You need to think about what the robot will be capable of. Imagine, see, you got to see, look at how the rope, much the better the robot's gotten in the last six months, extrapolate that to two years from now. The robot's going to be taken over. In fact, I'm, the robot's so good, I'm worried that it's going to cause a terminator situation. So you actually need to give me more money. So I can think about avoiding how good these robots are going to. Hmm. But what about our jobs? It's going to destroy all our jobs, but also will I'll be rich. Okay. Because the robots will be rich and I won't have to work. Yeah, yeah, yeah, yeah. The money will be distributed. Don't worry about it. I invest in your robot plan now. Well, I need a hundred billion dollars, Kurt. The good job told the derailleur. I mean, that's my job. The other nice feature they added is automated fraud prevention. And this is like a setting suite. So this one you have to use Shopify payments and then shopped like the fraud settings that are available in payments would update automatically with best practices. And I've noticed they're adding this for like privacy policy. You could set to automatically update now some of the like the customer privacy related stuff, like whether a cookie banner shows, you could set which regions it shows to automated. I love these automated Shopify features. We just go, Hey, you're implicit is you're going to forget about this or mess it up. Let's just let Shopify keep it up to date for you. It'll be better than you forget about it. I agree. It is better than us forget about it. So anytime they give me that option to be like, we just automatically handle this accordingly. I'll take it. And we've seen even a couple episodes ago, we talked about, you know, dealing with the these fraud orders, like low value, weird fraud orders. We're bots by like your order protection product and get out of here. So you know anything that automates that please do. Here's a word from our sponsors at Zipify. Black Friday's coming and so's the squeeze every year. The same thing and cost balloon customers want 40% off everything and your margins get crushed. But there's a fix boost your average order value before the chaos hits. One click up sale does exactly that increasing AOV by up to 30% with AI powered up sales across your entire customer journey. 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slash Kurt for your 30 day free trial that zip if y.com slash K U R T turned this into your most profitable black Friday yet It were built in this app promo party, which is a free gift with purchase app And I said, you know, well our next apples will do something simple and we'll make it opinionated where it just works the way We think it should and how hard could this be? Yeah, and we got and we asked for beta testers We got some beta testers. We would love more, but now these beta testers find a bunch of problems That's the problem with them. We want beta testers that don't find problems. You just tell me it's great move on. Yeah No, that's not helpful. So we got an issue where the Someone has set up a free gift with purchase deal Spend 50 bucks. Then I get my free sticker pack. No free sticker pack one of variants though The problem is I see it is with variants you get a free shirt We got to pick the size of the shirt. So you qualified for the free shirt a pop-up shows up that says you just qualified for a free shirt You want a 2x L fatty and I do so I Have to pick but instead of picking I go what's this a pop-up get out of here and I close it right away Because you've already I mean in any e-commerce store You've now already been hit with like 10 pop-ups your sick. I've already closed the two pop-up As pop-ups asking for my email spend to win, you know so many things So I just saw another pop-up get get out of here and I didn't select my free gift and then after you reflexively click close Right, wait a second. Did that say free gift? Yeah, so now the question is What do we do as the app developer when the user dismisses the free gift without selecting a free gift? Should they never get that offer ever again? If they like somehow hit the threshold again, do we re offer the free gift to them? Which but that's how we had it and the issue with that was I add an item to cart I'm now over and I'm over the trigger threshold like I qualify but the car items out there So the pop-up comes up. I dismiss it now. I go add another product the pop-up comes up. So I dismiss it I reload pop-up comes up because I qualify so I dismiss it like what is the cool down time? On my pop-up. Do I only show it once? Do I like putting up? So our solution will we'll put in a buffer and we set it to 30 minutes. So it'll tell you get in 30 minutes Within a day of doing that one of the beta testers was like well a customer dismissed this pop-up But then couldn't figure out how to get their free gift. Yeah, because they wanted it because they you know They dismissed it by habit. Well shoot the hex the right answer there. Yeah Darn it. So the answer is I don't know. Well, I think the answer is We had it as an X in the unaxing the top right corner, you know close button That an X means make this go away You get out of here We need to make it more of an active choice on their part So my proposal was to add two buttons We still have like a the product form field where they're selecting what size shirt they want And then it says add my one button says add my free gift And the other button says no, I don't want a free gift and if they click no, I don't want a free gift you never get the pop-up ever again I like that one That's a good solution to it the other one I wanted to do was Give the the merchant a range slider where they set how long that cool down period is That's too advanced. That's too in the weeds because then what is the merchant? No the whole point of this is like We're I could default it to the right side. Obviously we default it But we don't know what the right setting is no I don't We'd we like making simple things that just work and every time you add another option You're getting farther and farther away from a simple thing that just works True Obviously you need some options, but you know there be there comes a point where there's too many The yet if you're interested in this jump in Our Facebook group on official Shopify podcast inciders. There's a post where you know we're talking through this stuff The the other one that's kind of fun is How often can you show little Easter eggs before they're just annoying? I would say once So we've got on your first campaign creation When you create the campaign the first time the first time the store owner uses the app creates a and creates a campaign It Animates confetti which I thought was a really neat touch on the admin screen. Yes Okay fine Maybe I would say like congrats or something Because otherwise it might seem a little weird Create that campaign boom confetti. It's like the party poppers would pull but it only does it that one time never again That is my choice on that I agree on that I guarantee if we did it So it's set so it was every time And then people would complain power users would complain and be like What the hell is it's op-ed yeah like on my iPhone I have reduced motion turned on because I'm like knock it off with your nonsense If we took it away if we had it on every single one and we took it away I guarantee we would get emails people be like where am I confetti go I really loved that So we'll keep that one I think it's an easier answer We're just gonna leave it as first time only yeah, we're leaving it as first time only you'd like see it more than once an install and reinstall Uh, and then one more you have here is accidental gift edition all right So the user has added already added the free gift product to their cart because maybe the free gift product is a product that's on sale on the store already Then they qualify for the free gift Do we add a second one and one of them's free? Do we just make the one that's already in the cart free like what do you do there? So on this one we actually set a line item attribute on the product so we know which one is ours Okay, because I was thinking I was thinking you just take the one on the cart and make it free No, we add a new one make that free and then if they no longer qualify for that like let's say the triggers 50 and the cart drops to 40 We remove ours yeah, you know what now now that you talk about it and that is probably simpler too yeah Car so two of three I think we figured out the answer here yeah because we're genius Anyway, you could tell us we're stupid only if you're a beta tester if you're not a beta tester and tell us we're stupid We're not gonna listen. Yeah beta tester could say I'm stupid. That's their job Yeah, I think that that's also that are there other issues I don't know I just want to get this thing live and then tear our hair out at the terrible support requests. We're gonna be getting Well, that's it. I got to figure out like oh no it broke No, a lot of sweat the details is just like having it surface potential errors like hey that gift product That's out of stock or it's you know in draft status You're surfacing those errors So that people can do a little self-help like some I saw a meme over the weekend and it was like programmers when the programmers when it throws out a completely different error and it's like oh Like oh, I'm really banging my head against this one error and then I changed something and it threw out a different error You're like oh, I'm getting closer. Yeah, I'm making progress. That is what I feel when that happens Yes, new air like okay, it still doesn't work, but Yeah, that's where man Uh In the case of our free gift app it does actually work no works. It works pretty good That's the problem is like now I've got all these little details to figure out the main problem is solved now It's all the little annoying stuff To you know, you know what makes this What makes this bulletproof what makes this reliable a reliably pre-configured Anything else you'd like to share with the class No, I've been playing a lot of sonic racing over the weekend Hades two came out huge fan of Hades one Hades two the overworld is way too hard. I don't like the balance. I don't like the weapons The only weapons I like is there's like a knife sickle combo That's like really fast attacks. That's really fun, but the rest of the weapons do not move me However, I just got an email earlier today that the steam autumn sale has started So we'll be buying some stuff on that and also I'm going to get the super Mario galaxy two Release for switch to because I never played super galaxy super Mario galaxy two and this is like Nintendo is finally acknowledging and exists for the first time And like ignoring my children. Why would I look at my children when I could play video game? Well, I mean, they're welcome to like compete with you. No, but they will go stop there. She's roses three She's too dumb to play the video game. She still gets the she gets an unplugged Xbox 360 controller to hold while I'm playing It's like yeah, yeah, you're racing too The you know, I get I get my daughter in there. I just turn on the steering assist and she's eight But she already taught me she's like that's she's like you don't know how to boost at start. She's like it's like this And then showed me I'm like oh You're right. That is how you do that In next week's episode I think we're gonna cover we'll do a live lightning interviews from smart marketer live in Denver Should be fun. You know, it would be helpful Some reviews if you listen to show an apple podcast. Oh my gosh leave a five star review. Have you left a five star review? No, because I think the show stinks. All right. Well, don't leave review them. You know, it would be helpful going up to Kurt at smart marketer And be like I'm such a big fan record me right now Yeah, he'd love it Give him a big ol hug in a smooch You know the offer to record is fine That's where I draw the line. No need kisses. Well, I did there on that note Crowdfunding campaigns are great. You can add social proof and urgency to your product pre-orders while reducing
seeing risk of failure. But with traditional crowdfunding platforms, you're paying high fees and giving away control. All while your campaign is lost in a sea of similar offers, it could be frustrating. That's why we built Crowdfundr. The Shopify app that turns your Shopify product pages into your own independent crowdfunding campaigns. We originally created Crowdfundr for our private clients, and it was so successful we turned it into an app that anyone can use. Today, merchants using Crowdfundr have raised millions collectively. With Crowdfundr, you'll enjoy real-time tracking, full campaign control, and direct customer engagement, and it's part of the built for Shopify program. So you know it's easy to use. So say goodbye to high fees and hello to successful store-based crowdfunding. Start your free trial and transform your Shopify store into a pre-order powerhouse today. Search Crowdfundr in the Shopify app store to get started.
Podcast Summary
Key Points:
The episode discusses three new Shopify features, categorized as medium-sized updates.
A case study is presented on rebuilding a Shopify store for John Boy Media, highlighting improved speed through minimal app usage and a custom "skin switcher" for multiple brand appearances within one store.
The conversation covers challenges with product tagging and the advantages of using meta fields over traditional tags for better data management and collection building.
Summary:
This episode begins with an advertisement for Swim, a tool designed to convert shoppers into buyers. The main content focuses on Shopify, starting with a brief mention of three new medium-sized platform features. The core discussion is a detailed case study of a store rebuild for John Boy Media, a baseball-focused media company.
The new site is praised for its exceptional speed, attributed to using no front-end apps and a modern theme. A key technical achievement is a "skin switcher" that allows one store to display three distinct brand identities (John Boy Media, Slash Line, and We Got Ice) by loading different CSS files and navigation based on template names, avoiding the need for separate stores. The hosts also delve into common e-commerce challenges, criticizing messy, inconsistent product tagging practices.
They advocate for using structured meta fields with predefined values to ensure clean data, which simplifies creating accurate collections and improves search functionality, as demonstrated in the John Boy project. The episode concludes with a promotion for Cleverific, a self-service order editing tool for customers.
FAQs
Swim Wishless Plus is a tool that converts browsers into buyers by allowing customers to save products and get notifications on price drops or restocks. It also enables personalized marketing engagement, helping stores recover potential lost revenue.
Store owners can improve site speed by reducing the number of front-end apps, as fewer apps typically lead to faster loading times. Using a modern Shopify theme and minimizing layout shifts also enhances performance.
A skin switcher is a technique that changes a store's appearance (like logos, colors, and fonts) by loading different CSS files based on template names. It allows multiple branded looks within a single Shopify theme without altering functionality.
Meta fields offer predefined lists that prevent inconsistent entries, unlike tags which can become messy with variations. They provide exact matching for collections and reduce clutter from overlapping keywords over time.
Cleverific is a self-service portal that lets customers edit their orders (e.g., size or address) without contacting support. This reduces support tickets, speeds up fulfillment, and minimizes returns, improving efficiency for stores.
Cumulative layout shift (CLS) measures visual stability during page loading; a low CLS score means content doesn't shift unexpectedly, providing a better user experience. Minimizing CLS helps keep site interactions smooth and professional.
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