ONLY
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
4 Important
3 Opportunities

What We Analyzed

  • UX & Conversion Design10 findings
  • Performance & Speedvs 4 competitors
  • Technology & App StackPlatform + 11 apps
  • Industry BenchmarksFashion & Apparel

Pages Analyzed

  • Homepage1 findings
  • Collection Pages1 findings
  • Product Pages (PDP)4 findings
  • Cart & Checkout4 findings
Growisto 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.
02

Performance & Technology

Speed benchmarks, Core Web Vitals, and technology assessment for ONLY

47

Mobile PageSpeed Score

A mobile lab score of 47, behind three of the four peers benchmarked, with a homepage that weighs over 13 MB on a phone.

Competitive Comparison

Benchmarked against 4 leading Fashion & Apparel stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
ONLY (Client)47749.2s0.000766ms
Freakins68988.3s0.00036ms
Libas68915.7s0.00022ms
Bonkers Corner68999.3s0.0000ms
FableStreet30434.2s1.7552,444ms
Good
Needs Improvement
Poor

⚠ Note: FableStreet scores lower than ONLY on mobile PageSpeed. This reflects the Fashion & Apparel category average — even established brands in this space struggle with mobile performance. The opportunity is to leapfrog the category, not just match it.

⚡ A 1-second delay in mobile load time can reduce conversions by up to 7%. For every 100ms improvement in LCP, conversion rates increase by ~0.4%. Source: Google/Deloitte, 2024

Core Web Vitals — Google's UX Quality Signals

Sites failing Core Web Vitals may rank lower in Google mobile search results

✗ 1 of 5 Core Web Vitals passed
LCP How fast content appears
9.2s
Target: ≤ 2.5s
Fail (lab) · 2.1s field
FCP First visual response
3.2s
Target: ≤ 1.8s
Fail (lab) · 1.6s field
TBT Main thread blocking
766ms
Target: ≤ 200ms
Fail (lab)
CLS Visual stability
0.000
Target: ≤ 0.1
Pass (lab) · 0.00 field
INP Tap/click responsiveness
245ms
Target: ≤ 200ms
Needs Improvement (field data, page)

What This Means for Revenue

ONLY scores 47 on mobile in Google's lab test, behind Freakins, Libas and Bonkers Corner (all 68) and ahead only of FableStreet (30). The good news is that real shoppers fare better than the lab suggests: Chrome field data from actual ONLY visitors puts the main image on screen in about 2.1s on mobile and the layout never jumps. The gap is weight and responsiveness. The homepage hero video alone pulls roughly 9 MB on a phone, about two-thirds of a 13.6 MB page, and tracking and widget scripts (Tag Manager, WebEngage, ViSenze, Clarity) keep the main thread busy, so a tap takes about a quarter of a second to respond in the field (INP 245ms, above Google's 200ms bar). Serving a lighter mobile cut of the hero video (or a poster image on slow connections) and deferring non-essential scripts are the two biggest levers, and on a mobile-first, ad-driven fashion store every second recovered shows up in bounce rate and add-to-cart.

Technology Stack

⚠ 4 of 6 technology areas are solid - checkout login friction and unverified payment options need attention
Modern Platform

Platform

Shopify

Hosted Shopify store on the www.only.in domain with a Shopify-hosted checkout; scalable and PCI-compliant by default.

Prestige 10.6.0

Theme

Prestige 10.6.0 (custom 'only-redesign-global')

  • Type: Premium Shopify theme (Prestige), heavily customised
  • Prestige 10.6.0 with a custom redesign layer, a mobile bottom navigation bar and an app-first header banner
  • Custom quick-add size sheet on collection cards; no review or rating layer
Login Required

Checkout & Payments

Shopify-hosted checkout behind a mandatory mobile-number login via Not verified (payment step not entered); checkout flags for Razorpay, GoKwik and Shopflo exist in the site SDK but were not seen live

  • Guest checkout: Not available - the checkout redirects to a mobile-number login page first
  • Express checkout: No Shop Pay, Google Pay or UPI express buttons on the product page or cart drawer
  • Payment step not entered (no test purchase); product page says 'Easy checkout with multiple payment options' without showing icons

Technology Assessment

ONLY runs on Shopify with a customised Prestige 10.6.0 theme, a mobile bottom navigation and a heavy app-first push (app banner on every page, app-only feed, app-only coupon). The storefront has no reviews layer and the cart drawer lacks quantity controls, trust cues and a price summary. Checkout requires a mobile-number login, with no guest route or express payment.

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
ONLY — Mobile
Bonkers Corner — Mobile
Bonkers Corner — 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.
  • A clear action button on the hero is a standard homepage best practice.
Growing -- hero buttons not tracked in the 10-store benchmark set; standard homepage best practice
Show available sizes on product cards so shoppers skip pieces that are sold out in their size
ONLY — Mobile
ONLY — Mobile
Proposed Implementation — ONLY Mobile Collection
Proposed Implementation — ONLY Mobile Collection
Observations
  • Cards show only photo, name and price - sizes appear only after tapping a small bag icon.
  • The bag icon nearly disappears on dark photos such as the denim shacket, so most shoppers never find it.
  • 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.
  • Make the quick-add bag icon light-coloured and clearly visible on every photo.
  • None of the four peers shows sizes on cards yet - an easy way for ONLY to stand out; size-on-card is a growing pattern across D2C fashion.
Growing -- variant/size info on product cards; none of the four peers shows sizes on cards yet
Add star ratings and customer reviews to the product page so first-time shoppers trust the fit and quality before buying
ONLY — Mobile
ONLY — Mobile
FableStreet — Mobile
FableStreet — 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).
  • Customer reviews are on 7 of 10 benchmarked fashion stores, making this a trust baseline.
Growing -- 7/10 stores
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
ONLY — Mobile
Freakins — Mobile
Freakins — 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.
  • A visible quantity stepper is standard on Shopify fashion product pages.
Growing -- not tracked in the 10-store benchmark set; common Shopify product-page control
Add a Buy Now button beside Add to Cart so decided shoppers can go straight to checkout instead of through the cart
ONLY — Mobile
ONLY — Mobile
Bonkers Corner — Mobile
Bonkers Corner — 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.
  • A one-tap Buy Now is a common mobile best practice for decided shoppers.
Growing -- not tracked in the 10-store benchmark set; common mobile best practice
Show product offers to every visitor without login so shoppers see the savings while they are deciding
ONLY — Mobile
ONLY — Mobile
Libas — Mobile
Libas — 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.
  • Libas lists its offer codes right on the product page with no login - showing applicable offers before Add to Cart is standard best practice.
Growing -- not tracked in the 10-store benchmark set; standard product-page best practice
Add payment, security and returns reassurance beside the checkout button so shoppers feel safe completing payment
ONLY — Mobile
ONLY — Mobile
Bonkers Corner — Mobile
Bonkers Corner — 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.
  • Reinforcing returns and payment trust at the pay button is a standard cart best practice.
Growing -- trust badges seen on 5/10 benchmarked stores (product page); payment reassurance at the checkout button is standard best practice
Show a clear price summary with delivery and savings lines so shoppers know the final amount before they check out
ONLY — Mobile
ONLY — Mobile
FableStreet — Mobile
FableStreet — Mobile
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.
  • An itemised order summary before payment is a standard cart best practice.
Growing -- not tracked in the 10-store benchmark set; standard cart best practice
Add plus/minus quantity controls on each cart item so shoppers can change quantity without removing the item
ONLY — Mobile
ONLY — Mobile
Freakins — Mobile
Freakins — 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.
  • Editable quantity in the cart is a standard best practice for Shopify cart drawers.
Growing -- not tracked in the 10-store benchmark set; standard cart best practice
Offer a guest checkout path so shoppers can pay without first logging in with a mobile number
ONLY — Mobile
ONLY — Mobile
Freakins — Mobile
Freakins — 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.
  • Freakins lets shoppers go from cart straight to email and address with no login wall, and 'Sign in' stays optional.
Growing -- guest checkout available at Freakins (Shopify checkout); not tracked in the 10-store benchmark set
04

App Ecosystem

What's installed vs what's missing from best-in-class Fashion & Apparel stores

11 Apps
Detected
3 Critical Categories
Missing

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

Growisto

Confidential — Prepared for ONLY by Growisto | October 2026

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