Welcome Liz! Tell us about your role on the team.
I'm the director of eCommerce at TomboyX. I'm essentially responsible for the website: the customer experience, the front-end technology and I've recently stepped in to help with the backend technology as well, including our ERP system.
What have been some of the big projects you’ve led in the past year?
I’ll share a small one and a big one: last Fall we were leveraging an app that enhances the colour swatch experience. BUT - we had some stability issues with that app. So I decided to build our own tech with the help of a freelancer, which immediately solved our issues.
In the first quarter of 2023, we’ve been working on something much bigger: a Shopify theme upgrade, including making the jump to OS 2.0.
We’ve been on the Archetype Impulse theme version 4.1 for a long time. We were overdue for an upgrade, so we’ve been working to make the jump to the latest version 7.2. That took a lot of time to prepare and make sure we didn’t break any hidden code customizations our predecessors had implemented.
Is that when you leveraged Storetasker?
Yes. We met Tyler Eagleton almost a year ago and have been working with him since. He’s been an absolutely fantastic partner. His documentation quality is really high and his communication skills are great. Storetasker also makes the paperwork part of hiring a freelancer easy.
Love to hear it - and how has the new website performed?
We just launched a few days ago and the site is significantly faster. We were also able to remove some apps with access to new native Shopify functionality which has helped a lot.
We’ve seen a 25% increase in speed on desktop and a 50% increase on mobile (which is huge for us considering our traffic in generally 70-80% mobile).
Incredible. Any other CRO wins worth highlighting?
We implemented tech from an app called Because. They enable us to dynamically insert banners or text callouts on PDPs, which is a really handy way to highlight product sales, customer reviews, and lots more.
We also use the tool to personalise the shopping experience for customers based on usage behaviour (ex: if a customer has visited the site < 3 times, we promote our loyalty program).
Plus, it’s very easy to set up A/B tests of these campaigns to measure their effectiveness, and their support team is phenomenal - so that’s been a great win for us.
Last question: What’s made TomboyX so successful in DTC?
I think the consistency of our brand and living our values is part of it. That helps customers gain and retain confidence in us. I think another big factor is our customer service is incredibly strong. We take helping our customers very seriously, both with routine tasks like processing a return, but also with having conversations to help them find the right size and fit for them. Our NPS scores are in the upper-70s to low 80s. And lastly from a tech standpoint, the whole team is aligned in not over-customising things. Ultimately - we really do as little customization as possible unless it is truly additive to the experience. That’s helped us maintain a simple and effective shopping experience for customers, and makes it easier for us to maintain our tech stack.