01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed https://jaipurkurti.com the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Fashion & Apparel stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
4 Critical
5 Important
1 Opportunities
What We Analyzed
- UX & Conversion Design10 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 7 apps
- Industry BenchmarksFashion & Apparel
Pages Analyzed
- Homepage1 findings
- Collection Pages1 findings
- Product Pages (PDP)4 findings
- Cart & Checkout4 findings
This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
03
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top Fashion & Apparel stores
Add a clickable Shop Now button to the hero banner — all 5 rotating slides link only via a full-bleed image with zero visible CTA text
Jaipur Kurti — Mobile
Libas — Mobile
Observations
- The homepage hero is a 5-slide auto-rotating carousel (Sarees/'Timeless Grace', 'Happy Raksha Bandhan', 'Workwear that works for you', and more) — every slide checked live has decorative headline text over a photo, but no button element with action copy.
- The entire hero image is wrapped in one large link to a collection page, so a tap anywhere 'works', but there is no visual affordance telling the shopper where the tap will take them or that it's clickable at all.
- Two of the slides even carry strong supporting copy (USP icon rows, festive messaging) that would justify a real CTA button, but neither converts that into an explicit 'Shop Now'/'Explore' action.
- The hero occupies the entire first screen on a 390px-wide phone — the highest-visibility real estate on the homepage — so an unclear CTA here costs engagement before the shopper even reaches the category grid.
Recommendations
- Add a high-contrast button (e.g. 'SHOP SAREES', 'EXPLORE WORKWEAR') to every hero slide, matching the specific collection each slide promotes.
- Keep the full-image tap target for forgiving UX, but layer the button on top so the CTA is visually explicit, not just implied.
- A/B test button copy per slide (festive vs. workwear vs. everyday) since each slide currently targets a different shopper intent.
Show color swatches on all product cards so shoppers compare 3+ shades without opening each PDP — currently only size pills appear on Suit Sets cards
Jaipur Kurti — Mobile
Biba — Mobile
Observations
- Every product card on the Suit Sets collection shows a SAVE% badge, a wishlist heart, strikethrough MRP + sale price, and a row of size buttons (S/M/L/XL/XXL) — but zero color swatches anywhere on the card.
- Checked across multiple rows of the live grid (scrolled through 10+ cards): the pattern is consistent — size-pills-only, no color circles.
- Many of the suit-set styles shown are available in 2+ colorways (confirmed on individual PDPs), so the collection grid is hiding real variant choice that would otherwise pull a shopper deeper into a specific listing.
- This is an industry-specific gap for fashion: color is typically a bigger purchase driver than size at the browse stage, since size is personal and known, but color needs to be seen to be chosen.
Recommendations
- Add small color-swatch circles below the price on each collection card, sourced from the product's available variants.
- Make swatches interactive — tapping a swatch should swap the card's thumbnail to that color, the way Biba does it, so shoppers can browse colorways without leaving the grid.
- Cap visible swatches at 4-5 with a '+N' overflow indicator for products with many colorways, to keep the card from feeling cluttered.
Surface star rating and review count above the fold on the Rs. 1,199 kurta PDP — zero social proof appears near the title or price today
Jaipur Kurti — Mobile
Libas — Mobile
Observations
- The product title, price (Rs. 1,199, struck-through Rs. 3,999), and image gallery all appear above the fold on this PDP — but no star rating or review count sits anywhere near them.
- Scrolling through the full above-fold area and the entire buy-box zone (size, color, quantity, Add to Cart, wishlist, postal-code check, delivery/return text) confirms there is no rating widget anywhere on the page at all, not just below the fold.
- First-time visitors have to make a Rs. 1,199 purchase decision with zero peer validation, which is a much bigger trust gap than a store where reviews merely load slowly or sit lower on the page.
- This is flagged as a high-priority gap industry-wide — fashion buyers rely heavily on fit and quality validation from other shoppers before purchasing apparel sight-unseen.
Recommendations
- Install a review app (Judge.me, Loox, or similar) and surface the aggregate star rating + review count directly under the product title, matching the price-proximity placement competitors use.
- Backfill ratings from historic order data or a review-request email flow if the catalog currently has no collected reviews yet.
- Make the rating clickable so it jumps to a full reviews section further down the page.
Add a second trust badge inside the 300px add-to-cart zone — only 1 of 2 required signals ('7 day Return and Exchange') sits near the Rs. 1,199 Add to Cart button
Jaipur Kurti — Mobile
Biba — Mobile
Observations
- Measured via DOM position: the Add to Cart button sits at ~1,385-1,429px on this PDP. Within the next 300px (up to ~1,729px), the only trust-adjacent copy is the plain text line '7 day Return and Exchange' — no icon, no badge styling, just bold text mixed into a delivery-estimate sentence.
- A second cluster of icons ('Cash on Delivery', 'Free Shipping', 'Ships in 1-2 Days') does exist on the page, but only inside an 'Additional Information' accordion roughly 627px below the Add to Cart button — well outside the zone that influences the buy decision.
- So the shopper sees exactly 1 trust signal (and an unstyled one) in the moment they're deciding to add a Rs. 1,199 item to cart, against a 2-signal bar competitors clear with iconography.
- Biba, by contrast, shows 4 iconographic trust badges (Free Shipping, 7 Days Easy Return/Exchange, Assured Quality, COD Available) roughly 180px below its Add to Bag/Buy Now buttons — well inside the zone that influences the buy decision.
Recommendations
- Convert the existing 'Return and Exchange' line into an icon+label badge, and add a second badge (e.g. 'Secure Payment' or 'Cash on Delivery') inside the same 300px zone below Add to Cart.
- Pull the Cash on Delivery / Free Shipping icons up from the Additional Information accordion into this zone — they already exist on the page, they're just mis-placed.
- Keep badges to 2-3 icons max so the zone stays scannable rather than becoming a second wall of text.
Introduce a sticky Add to Cart bar for mobile shoppers who scroll past the buy box — none appears even 2,500px down this Rs. 1,199 PDP
Jaipur Kurti — Mobile
Soch — Mobile
Observations
- Scrolling from the inline Add to Cart button (~1,400px) all the way down past the description, size chart, related products, and the 'Made in India' badge (~2,500px) shows no fixed/sticky bar appears at the bottom of the viewport at any point.
- Once a mobile shopper scrolls to read the description or check 'You may also like', the only way back to Add to Cart is scrolling back up manually — extra friction on every single PDP visit.
- On a 90%+ mobile-traffic storefront (typical for Indian fashion D2C), this is one of the highest-leverage, lowest-effort fixes available: it touches every product page and every session.
- Soch implements this exact pattern — a persistent 'ADD TO BAG' bar stays pinned to the bottom of the screen no matter how far the shopper scrolls.
Recommendations
- Add a fixed-position bar (product thumbnail + price + Add to Cart) that appears once the shopper scrolls past the inline Add to Cart button, and hides again when it's back in view.
- Keep the sticky bar's Add to Cart button pre-bound to the currently selected size/color so tapping it doesn't require reopening the variant picker.
- This is a theme-level change (most Shopify themes support it as a toggle or a small snippet) — verify the current theme doesn't already ship the feature disabled.
Add a Buy Now button beside Add to Cart to cut checkout to 1 tap — this Rs. 1,199 PDP offers only the single Add to Cart action
Jaipur Kurti — Mobile
Global Desi — Mobile
Observations
- The buy-box on this PDP has exactly two buttons: 'ADD TO CART' (black, primary) and 'ADD TO WISHLIST' (dark grey, secondary) — no third 'Buy Now' option that skips the cart page entirely.
- Every shopper who wants to check out immediately (a common intent on a single-item Rs. 1,199 impulse-adjacent purchase) is forced through Add to Cart -> view cart -> Checkout, three taps and two page loads instead of one.
- Global Desi places a clearly outlined 'BUY NOW' button directly under the black 'ADD TO BAG' button on every PDP, giving decisive shoppers a direct line to checkout.
Recommendations
- Add a secondary 'Buy Now' button under the existing Add to Cart button that adds the item and routes straight to checkout, bypassing the cart page.
- Keep Add to Cart as the primary (filled) button and Buy Now as a secondary (outlined) button, matching the visual hierarchy Global Desi uses.
- Verify the Buy Now flow respects the selected size/color/quantity exactly as Add to Cart does before shipping it.
Add a cross-sell block to the Rs. 1,199 cart to lift order value — the page ends at Estimate Shipping with zero product recommendations
Jaipur Kurti — Mobile
Biba — Mobile
Observations
- With one item in cart, the page runs: item row -> order note -> Total -> Checkout button -> Estimate Shipping form -> footer. At no point does a 'You May Also Like', 'Complete the Look', or 'Frequently Bought Together' block appear.
- This was checked across the full page height with a real item in cart (not an empty cart), so the gap is a genuine content omission, not a conditional feature that only shows with multiple items.
- A single-Rs.-1,199-kurta cart is exactly the moment to suggest a matching dupatta, bottom wear, or accessory to push the order toward a higher AOV — that opportunity is currently left on the table on every cart visit.
- Biba shows a 'YOU MAY ALSO LIKE' product carousel directly in its cart below the order summary; Libas, Soch, and Global Desi do not.
Recommendations
- Add a 'Complete the Look' or 'You May Also Like' row below the cart items, pulling from the same product's cross-sell/related list already used on the PDP.
- Keep it to 2-4 product cards so it doesn't compete visually with the order summary and Checkout button.
- Consider a Rebuy/ReConvert-style app if native theme cross-sell isn't available — this is a standard, low-risk AOV lever.
Place payment and security badges next to the Checkout button — the Rs. 1,199 cart shows zero trust signals beside its only CTA
Jaipur Kurti — Mobile
Soch — Mobile
Observations
- Within 200px of the black 'CHECKOUT' button, the only text present is 'Tax included. Shipping calculated at checkout.' — no payment-method icons, no lock/secure-checkout badge, no guarantee copy.
- This is the last screen before the shopper leaves the storefront for payment — the point where trust signals matter most, and it currently carries none.
- Soch's cart shows a '100% SECURE' label with a shield-check icon in the header, a lock icon directly on the 'PROCEED TO CHECKOUT' button text, and a 'Pay using: UPI / Cards / Wallets / COD +5 more' row right above the button.
Recommendations
- Add a small payment-icon row (UPI, cards, wallets, COD) directly above or below the Checkout button, similar to Soch's placement.
- Add a one-line 'Secure Checkout' badge with a lock icon on or beside the Checkout button itself.
- Reuse the same trust icons already available for the site's payment gateway integration — this is a placement fix, not a new integration.
Add a free-shipping progress bar to the cart to nudge a 2nd item — the Rs. 1,199 order shows no threshold messaging anywhere on the page
Jaipur Kurti — Mobile
Global Desi — Mobile
Observations
- The cart's only shipping-related copy is 'Shipping calculated at checkout' next to the Total — there is no 'Add Rs. X more for free shipping' progress bar or static threshold statement anywhere on the page.
- At a sub-Rs.-10,000 AOV category like fashion, a free-shipping threshold is one of the most direct levers to push a single-item Rs. 1,199 cart toward a 2nd item before checkout.
- Global Desi's cart shows this exact pattern as static text right under the Checkout button: 'Free standard delivery for orders over Rs. 1500' — directly actionable for a shopper sitting at Rs. 1,199.
Recommendations
- Add a text threshold under the Total ('Free shipping on orders above Rs. X') or a visual progress bar if a shipping-apps integration is available.
- Set the threshold just above the current average order value to genuinely nudge a second add-to-cart, not so high it feels unreachable.
- Pair this with the cross-sell block recommended separately (CART01) — the two work together to convert 'almost free shipping' into an actual 2nd item.
Add a Continue Shopping link back to the store from the cart page — none exists near the Rs. 1,199 item or the Checkout button
Jaipur Kurti — Mobile
Libas — Mobile
Observations
- This is a full-page cart (not a drawer), and the top of the page goes straight from the header to the 'CART' title to the item row — no 'Continue Shopping' link sits near the title, and none appears near the Checkout button either.
- A shopper who lands on /cart directly (e.g. from an email, a saved link, or backtracking) has no in-page path back into the catalog except the browser back button or the main nav.
- Libas shows an underlined 'Continue Shopping' link directly beneath its 'Cart' heading, immediately visible without scrolling.
Recommendations
- Add a 'Continue Shopping' text link directly under the 'CART' page title, linking to the homepage or the shopper's last-viewed collection.
- This is a low-effort addition — a single link in the cart template header — with an outsized effect on recovering sessions that land on the cart page unexpectedly.
- Consider linking it to the last-viewed collection (if tracked) rather than just the homepage, to reduce re-navigation effort.
04
App Ecosystem
What's installed vs what's missing from best-in-class Fashion & Apparel stores
Present (7)
Wishlist Hero
Wishlist & Save for Later
Wishlist heart icon present and functional on collection cards, PDP, and header
Releasit COD Fee
Payments (COD)
Adds a handling fee to Cash on Delivery orders — script loads on cart/checkout pages
Bob the Bundle Builder
Upsell & Bundles
App bundle ships a free-shipping-bar module and a shadow cart-drawer module, but neither rendered during this audit — the live cart is a plain full page with no shipping progress bar, suggesting the app is installed but not actively configured on this store's templates
Copilot.live Chat Widget
Live Chat & Support
Floating chat bubble visible in the bottom-right corner across homepage, collection, PDP, and cart
Google Tag Manager + Google Analytics 4
Analytics
Multiple GTM containers and GA4 property IDs firing on page load
Google Ads Conversion Tracking
Analytics & Ads
AW- conversion ID script present
Meta Pixel + Conversions API
Analytics & Ads
fbevents.js plus a hashed server-side (CAPI) signals config present
Missing (3)
Reviews & UGC App (Judge.me / Loox / Stamped) Critical
Reviews & Social Proof
📈 First-time buyer trust +; directly closes the PDP-01 no-ratings gap
Anti-pattern flagged HIGH impact — no customer reviews on PDP is a critical trust gap in 3/5 India fashion stores benchmarked
Email/SMS Marketing Platform (Klaviyo / Omnisend) Recommended
Retention & Marketing
🔄 Abandoned-cart and post-purchase flows typically recover 5-15% of otherwise-lost revenue
No Klaviyo/Omnisend script detected in the current script stack
Loyalty / Rewards Program (Smile.io) Recommended
Customer Retention
🔄 Repeat-purchase incentive for a wardrobe-replenishment category like ethnic wear
Differentiator — 4/10 fashion stores in our benchmark run a loyalty/rewards program
App Stack Assessment
Jaipur Kurti's app stack is analytics-heavy (GTM, GA4, Google Ads, Meta Pixel/CAPI all firing) and covers wishlist and COD-fee handling, but is missing the reviews/UGC layer entirely — a gap that shows up directly in the UX audit as no star ratings anywhere on the PDP. A 'Bob the Bundle Builder' app is installed with free-shipping-bar and cart-drawer modules bundled in, but neither feature is visibly active on the templates checked, suggesting partial/inactive configuration worth a quick admin-side review before assuming those features are unavailable.
Confidential — Prepared for Jaipur Kurti by Growisto | August 2026