01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed www.only.in 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.
3 Critical
8 Important
5 Opportunities
What We Analyzed
- UX & Conversion Design16 findings
- Performance & Speedvs 9 competitors
- Technology & App StackPlatform + 11 apps
- Industry BenchmarksFashion & Apparel
Pages Analyzed
- Homepage4 findings
- Collection Pages3 findings
- Product Pages (PDP)5 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 clear Shop Now button to the homepage hero banners so shoppers move from the first screen straight into products
ONLY — Mobile
Forever New — Mobile
Observations
- Hero banners carry only text over the image ('Find your ONLY fit', 'Download the app'); there is no button to tap.
- The only button in the first view is 'Get the app', which pulls shoppers away from browsing the store.
Recommendations
- Add a 'Shop Denim' button on the fit banner that opens the matching collection.
- Make the whole banner tappable and add a visible button so the next step is obvious.
- Forever New puts two filled buttons, 'Explore the collection' and 'Join the celebrations', on its hero banner so shoppers can tap straight into products.
Add a customer testimonials section to the homepage so first-time visitors see real shoppers vouching for the fit and quality
Feature not present
ONLY — Not Present
Proposed Implementation — ONLY Mobile Homepage
Observations
- From the hero to the footer, the homepage carries no reviews, testimonials, ratings or press mentions.
- A first-time visitor from an ad sees only brand imagery, with nothing from real shoppers to build trust.
Recommendations
- Add a testimonial carousel with shopper photos, a short quote and the product they bought.
- Place it mid-page, after the fit tiles, where shoppers decide whether to keep browsing.
- None of the brands benchmarked shows shopper testimonials on its homepage yet - a chance for ONLY to stand out.
Add a bestseller row high on the homepage so shoppers reach proven favourites in the first few scrolls
ONLY — Mobile
Proposed Implementation — ONLY Mobile Homepage
Observations
- There is no bestseller or most-loved row anywhere on the homepage.
- The only product row ('Recommended for you') sits at the very bottom, just above the footer, so most visitors never reach it.
Recommendations
- Add a 'Bestsellers' product row right after the hero, with quick add on each tile.
- Feed it from real sales so the row stays fresh and proven.
- None of the brands benchmarked has a labelled bestseller row on its homepage yet - an easy way for ONLY to stand out.
Add a shoppable customer-content section to the homepage so real styling inspires shoppers and leads straight to the products
ONLY — Mobile
Proposed Implementation — ONLY Mobile Homepage
Observations
- 'The ONLY Feed' block on the website only says the section is available on the app.
- Web shoppers get a dead end instead of styling ideas, and nothing links to the products worn.
Recommendations
- Bring the feed to the website as a swipeable strip of customer and creator looks.
- Tag each look with the products worn and a 'Shop' button.
- None of the brands benchmarked shows shoppable customer content yet - a chance for ONLY to stand out.
Show available sizes on product cards so shoppers skip pieces that are sold out in their size
ONLY — Mobile
Uniqlo — Mobile
Observations
- Cards show only photo, name and price - sizes appear only after tapping a small bag icon.
- Nothing on the grid tells a shopper which pieces are still available in their size.
- Shoppers open product after product only to discover their size is gone, which drains intent on a long denim range.
Recommendations
- Show the in-stock sizes as small chips under the price on every card, with sold-out sizes struck through.
- Grey out sold-out sizes and add a 'few left' tag when stock in a size runs low.
- Uniqlo shows the available size range on every product card, so shoppers can tell at a glance whether their size is there.
Show the applied filters as removable chips at the top of the listing so shoppers always know what they are looking at
ONLY — Mobile
Proposed Implementation — ONLY Mobile Collection
Observations
- After filtering, the page shows only a count on the filter button, not which filters are on.
- To change or clear one filter, shoppers must reopen the whole filter drawer.
Recommendations
- Show each applied filter as a chip under the title, with a cross to remove it.
- Add a 'Clear all' link next to the chips.
- None of the brands benchmarked shows applied-filter chips at the top of the listing yet - an easy way for ONLY to stand out.
Make the add-to-cart button on product cards bigger and clearer so shoppers can add pieces without opening every product
ONLY — Mobile
Bershka — Mobile
Observations
- Add to cart is a small black bag icon tucked into the corner of each photo.
- On dark denim and night shots the icon almost disappears, so most shoppers never notice it.
Recommendations
- Replace the icon with a clear light 'Add to bag' button under each card, or a larger white bag button with a shadow.
- Open a quick size picker from it so shoppers can add without leaving the listing.
- Bershka puts a bag button on every product card that opens the size picker, so shoppers can add to bag without opening the product page.
Add star ratings and customer reviews to the product page so first-time shoppers trust the fit and quality before buying
ONLY — Mobile
Uniqlo — Mobile
Observations
- No star rating or review count near the title or price.
- No review section anywhere on the page; it jumps from product details to 'You may also like'.
- On a denim-heavy range sold by fit, shoppers get no 'runs small / true to size' proof, which raises hesitation and size returns.
Recommendations
- Add a reviews app (Judge.me, Okendo or Yotpo) and show stars with review count under the product title.
- Add a reviews block with customer photos and a fit-feedback line (true to size, runs small).
- Uniqlo shows the star rating and review count right beside the price on the product page.
Add a quantity selector next to the size options so shoppers buying more than one piece do not have to fix it later
ONLY — Mobile
Uniqlo — Mobile
Observations
- After choosing a size, the only action is a single Add to Cart bar; there is no quantity control.
- Shoppers wanting two of the same basic must add twice or hunt for a control that the cart also lacks.
Recommendations
- Add a plus/minus quantity stepper beside the size selector.
- Keep it compact so Add to Cart stays in the first view on mobile.
- Uniqlo puts a plus-and-minus quantity stepper right next to the Add to Cart button.
Add a Buy Now button beside Add to Cart so decided shoppers can go straight to checkout instead of through the cart
ONLY — Mobile
American Eagle — Mobile
Observations
- Only one Add to Cart button, even after a size is chosen.
- Every purchase has to go through the cart drawer first, an extra step for shoppers who have already decided.
Recommendations
- Add a secondary Buy Now button under Add to Cart that opens checkout directly.
- Keep Add to Cart for shoppers who are still building a bag.
- American Eagle puts a Buy Now button next to Add to Bag on the product page for shoppers who have already decided.
Show product offers to every visitor without login so shoppers see the savings while they are deciding
ONLY — Mobile
Levi's — Mobile
Observations
- The offers section opens with a black bar reading 'Login to see the offers on this product'.
- Only a generic app-install coupon is visible; the real coupon codes stay hidden until sign-in.
- The cart drawer already lists three coupon codes without login, so the product page withholds what the shopper can see one step later.
Recommendations
- List the available coupon codes on the product page with a copy button, no login needed.
- Keep login only for personalised or member-only offers.
- Levi's shows an offer code and a 'View All Coupons' link on the product page with no login needed.
Add breadcrumbs at the top of the product page so shoppers can jump back to the category in one tap
ONLY — Mobile
American Eagle — Mobile
Observations
- The product page opens with only a back arrow and the logo; there is no path back to the category.
- Shoppers arriving from ads or search have no context of which collection the piece belongs to.
Recommendations
- Add a one-line trail such as Home / Dresses / product name just under the header.
- Make the category step tappable so shoppers return to the full listing.
- American Eagle shows a full American Eagle / Women / Dresses / Mini Dresses trail at the top of its mobile product page.
Add payment, security and returns reassurance beside the checkout button so shoppers feel safe completing payment
ONLY — Mobile
H&M — Mobile
Observations
- The checkout button sits alone: no payment icons, secure-checkout note or returns reminder.
- The 15-day return promise shown on the product page is not repeated here, where doubt peaks.
- Fashion carts carry high return anxiety, so silence at this step costs completed orders.
Recommendations
- Add a row of payment icons and a lock icon with 'Secure checkout' directly under the button.
- Repeat '15-day returns' and 'Free alterations at stores' as a short line above the button.
- H&M shows payment icons (Visa, Mastercard, Cash on Delivery, UPI) and a free-returns note directly under the checkout button in the cart.
Show a clear price summary with delivery and savings lines so shoppers know the final amount before they check out
ONLY — Mobile
Proposed Implementation — ONLY Mobile Cart
Observations
- The only figure is a total inside the checkout button; no subtotal, shipping or discount lines.
- The coupon box and three offers sit above with no sign of what has been applied or saved.
Recommendations
- Add a summary block above the button: items total, shipping, coupon discount and payable amount.
- Show a 'You saved' line once a coupon is applied.
- H&M's cart lists order value, delivery fee and the total in a clear summary above the checkout button.
Add plus/minus quantity controls on each cart item so shoppers can change quantity without removing the item
ONLY — Mobile
Forever New — Mobile
Observations
- Quantity shows as plain text and cannot be tapped.
- The only control is a bin icon, so changing quantity means deleting the item and starting again from the product page.
Recommendations
- Add a plus/minus stepper under each item in the cart drawer.
- Update the total instantly when the quantity changes.
- Forever New's cart has plus and minus quantity buttons and a remove icon on each item.
Offer a guest checkout path so shoppers can pay without first logging in with a mobile number
ONLY — Mobile
Levi's — Mobile
Observations
- Tapping checkout leads to a login page asking only for a mobile number; there is no guest or skip option.
- Shoppers who just want to pay are stopped before seeing address or payment, a known cause of cart drop-off.
- The login page pushes an app-only first-order offer instead of helping the shopper finish the order.
Recommendations
- Add 'Continue as guest' on the login page and ask for the mobile number only for delivery updates.
- Move account creation to after the order, on the confirmation page.
- Levi's lets shoppers go from the cart straight to email and address with no login wall, and 'Sign in' stays optional.
04
App Ecosystem
What's installed vs what's missing from best-in-class Fashion & Apparel stores
Present (11)
Wishlist Engine
Wishlist
Heart icon on collection cards and product page; header shows a wishlist counter
MobiLoud (mobile app + push)
Mobile App / Push
Drives an 'App Exclusive' banner on every page; the homepage 'ONLY Feed' block shows only 'available on APP' text on mobile web
ViSenze Discovery Suite
Visual Search / Discovery
Visual search with 'Upload from gallery' and a barcode scanner; probe flagged no search, but a search icon sits in the bottom navigation
WebEngage
Marketing Automation
Web messaging and engagement SDK loaded
LimeChat
Customer Support / Chat
Chat widget script loads (bubble hidden on first view)
Snapmint
EMI / BNPL
Script loads, but no EMI or pay-later message was visible on the product page or cart
Microsoft Clarity
Session Recording
Rebid (insights tracker)
Analytics
Google Tag Manager / GA4 / Google Ads
Analytics
GTM-TVTP6VB, G-S44GWB7FM2, AW-788141096
Meta Pixel
Advertising
cf-js-sdk (unidentified commerce SDK)
Personalisation / Checkout SDK
Loads flags for Klaviyo, CleverTap, WebEngage, GoKwik, Razorpay and Shopflo; vendor not confirmed
Missing (3)
Reviews & UGC (Judge.me / Okendo / Yotpo) Critical
Reviews & Social Proof
📈 Social proof and fit feedback on every product
Customer reviews on PDP present on 7/10 benchmarked fashion stores
Fit / Size Advisor (Kiwi Sizing or similar) Critical
Size & Fit
📈 Fewer size-related returns on denim
Fit guidance is standard for sized apparel; ONLY offers only a size chart
One-tap Checkout / Guest Login (GoKwik / Shopflo / Razorpay Magic) Critical
Checkout & Express Pay
💰 Removes the forced mobile-number login step
Express checkout seen on 1/10 benchmarked stores (differentiator)
App Stack Assessment
11 apps detected, 3 critical gaps identified
Confidential — Prepared for ONLY by Growisto | October 2026