Performance
Tech Stack (29)
| Tool | Category | Detection |
|---|---|---|
| 506io | analytics | app |
| Adobe Fonts | cdn | app |
| Amplitude | analytics | app |
| Attentive | sms | pixel |
| blackcrow | advertising | app |
| Black Crow Ai | optimization | app |
| census | analytics | pixel |
| CloudLift | page_builder | app |
| contentsquare | heatmap | pixel |
| Eg Auto Add | upsell | app |
| Google Ads | advertising | pixel |
| Google Analytics 4 | analytics | pixel |
| Google Fonts | cdn | app |
| Google Tag Manager | analytics | pixel |
| intelligems | ab_testing | pixel |
| Klaviyo | app | |
| Meta Pixel (Facebook) | advertising | pixel |
| mntn | advertising | pixel |
| moast | reviews | pixel |
| onetrust | consent | app |
| PayPal | payments | app |
| Pinterest Tag | advertising | pixel |
| Rebuy | upsell | pixel |
| Retention Com | pixel | |
| Rise Ai | payments | app |
| saasler | popups | pixel |
| Shopify | platform | app |
| TikTok Pixel | advertising | pixel |
| userway | accessibility | app |
Classification
Details
Findings (8)
The H1 field is empty for the storefront.
Implement a primary H1 tag on the homepage containing core keywords like 'Fellow' and 'Coffee Brewing Gear' to improve search engine indexing and accessibility.
The store only ships to 4 countries and supports 0 additional languages.
Expand international shipping zones and utilize Shopify Markets to offer localized currency and language support, especially given the global nature of coffee culture.
Bazaarvoice is listed in the tool stack, but the specific 'Reviews' data field returns 'None'.
Audit the Bazaarvoice integration to ensure review widgets are correctly rendering on product pages and that review metadata is accessible to search crawlers for rich snippets.
The site is running 71 different tools/scripts simultaneously.
Conduct a tag audit to remove redundant or unused tracking scripts. The high tool count is likely contributing to the discrepancy between LCP (944ms) and total PageLoad (3855ms).
The discount rate is reported at 74%.
Evaluate if this discount rate is accurate or a result of 'Compare at' price mismanagement. For a premium brand like Fellow, a 74% average discount can significantly devalue the brand's luxury positioning.
There are 1000 products and 1000 collections, a 1:1 ratio.
Consolidate the collection structure. A 1:1 ratio suggests that 'collections' are likely being used as tags or for internal routing rather than user-facing navigation, which can create SEO cannibalization and crawl depth issues.
The home/landing page is loading 116 images.
Implement more aggressive lazy loading or reduce the image count on the homepage to lower the total PageLoad time, which is currently over 3.8 seconds.
Despite a massive tool stack (71 tools), there is no evidence of a dedicated loyalty or rewards platform (e.g., Smile, Yotpo Loyalty, or Rivo).
Integrate a loyalty program to capitalize on the high repeat-purchase potential of coffee bean customers and bean-subscription users.