Above Average Clothing CRO Audit
A CRO teardown of Above Average Clothing's homepage, collection pages and product page, with a redesign built around kits, a Find Your Kit quiz, open filters and a product page that keeps selling.
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What we found.
Above Average Clothing already gets more right than most stores we review. The range is clear, the audience is obvious and the photography is strong. Below the hero, the homepage is well designed and has clear buying paths. Collection pages already use filters, and the product page has reassurances near the buy box. Our CRO strategist rated the homepage 7 out of 10.
The core problem is neither the traffic nor the product. The presentation layer does nothing to help a confident buyer buy more. The product page is a standard Shopify template: name, price, short description, variant selector and add to cart. It is built to sell one item, and the 20% first order discount is handed out without asking the shopper to do anything for it.
The same pattern runs through the rest of the site. The homepage opens on a banner that sits above what should be the hero. Collection pages work as a grid of products rather than a guide, and the filters take extra clicks to open. Below the buy box the product page stops selling. The useful detail that does exist is buried in long descriptions that shoppers do not scan.
The direction is to sell kits instead of single items. That means a Find Your Kit quiz on the homepage, open filters on collection pages, and a product page with a one click kit option, a free shipping progress bar and a discount earned on three or more items. The idea to remember: a visitor who has already decided to buy one piece is the easiest person to sell three.
Problem, opportunity, impact
The product page is a standard Shopify template that sells one item at a time. It stops selling after the buy box, and a 20% first order discount is given away without asking the shopper to add anything to the basket.
Become a kit led apparel brand that guides shoppers to a hero piece, a second layer and a finishing piece through a quiz and bundle offers, so visitors who already want to buy leave with three items instead of one, from the same traffic.
More visitors should reach the right product with fewer clicks. Shoppers who already plan to buy should leave with a full kit rather than a single piece, which raises average order value on the same t
Scored across five dimensions.
Five dimensions, each scored out of ten.
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01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
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02
Mobile UX audit 70% of your traffic — judged on its own terms.
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03
Trust & credibility check The signals that make first-time buyers convert.
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04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
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05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
14 issues found, 18 fixes proposed.
A Banner Sits Above The Real Hero
The homepage opens on a banner, and the section that should be the hero sits below it. That makes the first screen the weakest part of an otherwise well designed homepage.
Hero Does Not Answer The Three First Questions
A new visitor needs to know who the clothing is for, what it is, and why they should trust it. The current opening screen does not settle those questions before asking them to scroll.
Navigation Offers Few Ways To Shop
The menu does not let shoppers browse by type, by where they wear it, by price, by range, by instrument, or by bands and collabs, so it takes more clicks to reach the right product.
Collection Pages Read As A Plain Product Grid
A collection such as Core shows a grid of products with little to help the shopper choose between them. It lists the range but does not guide anyone toward a decision.
Filters Take Several Clicks To Use
The collection filters are a good start, but they are collapsed and take a couple of clicks to apply. Shoppers cannot see at a glance how the range can be narrowed down.
Shoppers Get Stuck Inside One Collection
Once a visitor lands on a collection there are few routes to related ranges such as Studio Stitch, Studio Print, Signature or Season, so browsing ends where the collection ends.
Product Page Is A Standard Shopify Template
The product page shows the name, price, a short description and the variant selector, and little else. It is a functional template, not a page that is built to sell.
Buy Box Sells Only One Product
There is no way to add matching pieces from the buy box. A shopper who has already decided to buy a top is never offered the joggers or beanie that would complete the outfit.
Selling Stops After The Buy Box
Below the add to cart area the page has no structured detail, no comparison, no bundle offer and no frequently bought together section. Anyone who scrolls for more reasons to buy finds none.
First Order Discount Rewards Nothing
The 20% first order discount is given away without the shopper doing anything for it. The same margin could be used to reward a larger basket instead.
Price Is Not Justified Against Marketplace Copies
Nothing on the page explains why a $35 piece is worth more than a similar item that costs around $12 on a marketplace. That leaves the price comparison unanswered.
Product Details Are Buried In Descriptions
Fabric, fit and construction details already exist in each product description, but they sit in a block of text that is hard to scan on a phone.
No Incentive To Add A Second Item
The cart has no visible free shipping threshold or progress bar, so nothing nudges a one item order toward a larger basket.
No Guided Path For Undecided Shoppers
Visitors who like the brand but do not know which pieces suit them have no quiz or kit recommendation, so they have to work it out alone by browsing grids.
Remove The Banner And Promote The Real Hero
Delete the banner at the top of the homepage and make the section beneath it the hero. The rest of the page is already strong, so the first screen should match it.
Turn The Hero Photography Into A Short Video
Cut the existing photography into an 8 to 10 second looping video for the hero. Moving footage of the clothing worn will hold this audience better than a static image.
Answer Who, What And Why Trust Above The Fold
Use the hero headline and supporting line to say who the clothing is for and what it is, and add one trust signal, so a new visitor understands the brand before scrolling.
Rebuild The Menu Around How People Shop
Add navigation paths by type, where you wear it, price, range, instrument, bands and collabs, and drops, so every kind of shopper reaches the right product in fewer clicks.
Add A Find Your Kit Quiz To The Homepage
Put a Find Your Kit button in the hero that opens a short quiz. Use the answers to recommend a complete kit instead of a single product.
Sell Three Piece Kits With A Small Discount
Package a hero piece, a second layer and a finishing piece as one kit, and offer a modest discount on the set to reward the shopper for buying the full outfit.
Move Collection Filters Into An Open Sidebar
Show the filters in a sidebar, already expanded, so shoppers can see every way to narrow the range without clicking to reveal the options.
Add A Which One Is Yours Guide To Collections
Open each collection with quick summaries of the ranges and a short guide that helps shoppers choose. The page then explains the range as well as listing it.
Link Across Collections From Every Collection Page
Add visual links to Studio Stitch, Studio Print, Signature and Season ranges on each collection page, so a shopper on Core can move to other ranges without starting again.
Add Trust Elements And FAQs To Collection Pages
Place reassurances and a short FAQ beneath the product grid to answer common questions about fit, quality and delivery before the shopper opens a product.
Add A One Click Kit Option Beside Add To Cart
Next to the add to cart button, offer an option to add the matching joggers and beanie in one click, so the full outfit goes into the basket together.
Show A Free Shipping Progress Bar
Set a free shipping threshold above the price of a single item and show a bar that fills as products are added, so shoppers can see how close they are to qualifying.
Tie The Discount To Three Or More Items
Replace the unconditional 20% first order discount with the same discount on orders of three or more products, so the offer rewards a larger basket.
Restructure Existing Descriptions Into Scannable Sections
Take the details already written in each description and break them into short labelled sections. No new copy is needed; the existing information just needs organising.
Explain Why The Price Is Worth Paying
Add a section that compares the $35 piece with a cheaper marketplace alternative and sets out the differences in material, print and make.
Keep Selling Below The Buy Box
Add a frequently bought together kit builder after the product details and again after the reviews, followed by related products, so the page keeps offering a reason to add more.
Make Size And Colour Selectors More Visual
Swap plain dropdowns for visual swatches and size buttons, so the options are clear at a glance and quicker to choose on a phone.
Test A Virtual Try On Feature
Explore a try on step where shoppers upload a photo and see an AI generated image of the piece on them. Treat it as an experiment that is worth testing on the product page.
The version we'd build.
The teardown in 7 lines.
- The products and the audience are already right; the presentation layer is what holds the store back.
- A homepage should build trust and point the way, while collection and product pages do the selling.
- A visitor who has decided to buy one piece is the easiest person to sell a full kit.
- A discount that asks for nothing in return is margin given away; tie it to three or more items instead.
- Filters only help when shoppers can see them without clicking to open them.
- Most product pages stop selling at the buy box, and the space below it is where hesitant buyers look for reasons.
- The detail needed for a better product page is usually already written in the description; it only needs organising.
Questions this audit answers.
The product page. It is a standard Shopify template that sells one item at a time and stops selling after the buy box. The audit found the main leak there, not on the homepage or in traffic.
Mostly no. Our CRO strategist rated it 7 out of 10 and said everything below the hero is well designed with clear buying paths. The fix is to remove the banner at the top and promote the section below it to hero.
They work as a grid of products rather than helping shoppers choose. The filters are a good start, but they take a couple of clicks to open. The redesign moves them into an open sidebar and adds summaries, a which one is yours guide and links to other collections.
The store already has buyers. Selling a hero piece, a second layer and a finishing piece together raises average order value from the same visitors, without paying for more traffic.
It is a short set of questions linked from the homepage hero. Based on the answers, it recommends a three piece kit instead of a single product, and it can carry a small discount on the set.
At the moment the discount is given away for nothing. The audit suggests offering the same discount on orders of three or more items, so it rewards a bigger basket rather than a single purchase.
It adds a one click option beside add to cart that also adds the matching joggers and beanie. It also adds a free shipping progress bar and a frequently bought together kit builder that appears more than once down the page.
No. The fabric, fit and construction details already exist in each product description. The redesign breaks that existing text into scannable sections so shoppers can actually read it.
Add a section on the product page that explains why a $35 piece is worth more than a similar item for around $12 on a marketplace. Set out the differences plainly so the price no longer looks arbitrary.
The redesigned menu lets shoppers browse by type, where you wear it, price, range, instrument, bands and collabs, and drops. The aim is to get every kind of visitor to the right product in as few clicks as possible.
It is presented as an idea worth exploring. Shoppers would upload a photo and see an AI generated image of the piece on them. It is something to test, not a core fix.
The 26 minute video covers the live homepage, a collection page and a product page. It then walks through a redesigned homepage, the Find Your Kit quiz and bundles, and redesigned collection and product pages, and ends with next steps.
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5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
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Homepage & PDP reviewWhere attention leaks and buyers hesitate.
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Mobile UX audit70% of your traffic — judged on its own terms.
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Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.