Dilli Grey CRO Audit
A CRO teardown of Dilli Grey's homepage, collection page and product page. It shows where a distinctive range of hand block printed clothing is laid out like a catalog when the site should be selling it.
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What we found.
Dilli Grey starts from a strong place. The clothing is genuinely distinctive: hand block prints, rich colours and textures, and a style that belongs to Rajasthan. The site already tells that story. A sizeable collection of customer reviews also sits on the store. The audit found that the products are not the weak point. The problem is entirely in how the website presents them.
The homepage is a standard Shopify template that makes the store look like a clothing shop instead of a brand. The hero is a single image of a model in a dress. The information that explains what Dilli Grey is, who it is for and why to trust it sits well below. A 10% discount pop-up and a membership prompt arrive before the visitor has seen anything they want to buy.
The same pattern repeats further down the funnel. Collection pages show an image, a name and a price, with only the default availability and price filters, so finding a top, a skirt or a colour means scrolling everything. Product pages cover artisan making and natural fibres. They say nothing about sizing, delivery dates, returns or exchanges, and those questions decide whether a shopper clicks Add to Cart.
The fix is to give each page one job. The homepage builds trust and routes people by occasion, technique, print and gift budget. The collection page helps them choose, with filters and decision cues. The product page removes the reasons not to buy and suggests matching pieces. The idea worth remembering: the website should act like a good salesman on the shop floor, not a catalog on a shelf.
Problem, opportunity, impact
The website behaves like a catalog, not a salesman. It shows the products but never helps a visitor find the right piece or compare options, and it leaves the questions that come up right before Add to Cart unanswered.
Dilli Grey could read as a recognisable Rajasthan textile brand. That means guided paths by occasion, technique and print, a gift finder, richer filters, and product pages that answer sizing, delivery and returns where the decision happens.
Visitors who already like the clothes would find the right piece faster and buy with more confidence. Matching accessories with an earned bundle discount would raise what each order is worth.
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, 17 fixes proposed.
Homepage Reads As A Catalog, Not A Brand
The homepage follows a standard Shopify layout that presents Dilli Grey as a clothing store listing products, when it is a Rajasthan textile label with a story worth buying into.
Hero Image Does Not Explain The Store
The hero shows a model in a beautiful dress. What the store is, who it is for and why to trust it all sit well below, so a first-time visitor cannot answer those three questions.
Existing Customer Reviews Are Left Unused
The store has a strong collection of reviews, but none of them sit where they would build credibility: in the hero, on the collection grid or beside the Add to Cart button.
Discount Pop-Up Interrupts The First Visit
A 10% off pop-up appears as soon as a visitor lands. It asks them to think about a discount before they have found a single piece they want, and it gives the offer away without the shopper earning it.
Membership Prompt Adds More Noise To Landing
A gratitude membership prompt competes with the pop-up and the products for attention. It pulls the visit away from the only two things that matter, discovery and checkout.
Products Appear Before Any Guided Buying Path
The homepage shows products early but offers no route by occasion, such as a date night, a wedding or an Indian celebration. Shoppers with a specific need have to browse everything to find a fit.
No Clear Way To Find A Specific Piece
Nothing in the navigation leads to a particular item, so a visitor looking for one dress or one print has to work through every collection to find it.
Collection Cards Show Only Image, Name And Price
Cards give no cue about which piece is a bestseller, gift ready or one of a kind. To compare two dresses, a shopper has to open each one and hold the details in their head.
Filters Stop At Availability And Price
Collection pages carry only the two default Shopify filters. Shoppers cannot narrow by colour, style, technique or length, or by garment type such as tops or skirts.
Product Page Describes The Making, Not The Buying
The product page covers artisan-made, small-batch, natural-fibre details. It does not answer the practical concerns that actually stop a shopper from ordering.
Delivery Timing Is Missing Near Add To Cart
Someone ordering for their birthday or buying a gift for an occasion cannot see when the parcel will arrive, and that is often the deciding question.
Returns, Exchanges And Damage Cover Are Not Visible
Nothing beside the buy box explains what happens if the size is wrong, the item arrives damaged or the shopper simply does not like it once it is in their hands.
No Model Height Or Size Reference
Product photos show a model but do not state her height or the size she is wearing, so shoppers are left guessing which size to order.
No Matching Pieces Offered With The Garment
The product page never suggests a jewellery set, scarf or dupatta to go with the dress. The store misses the add-on sale a boutique assistant would make without thinking.
Rebuild The Homepage Around The Brand
Present Dilli Grey as a Rajasthan textile brand, with its story, its process and its reviews, so visitors feel they are buying from a label and not from a product list.
Answer What, Who And Why Trust In The Hero
Put a clear line about hand block printed clothing from Rajasthan, who it is made for and a review signal into the hero, next to clear routes into the range.
Bring Reviews Into The Hero And Buy Box
Pull the existing customer reviews into the hero, the product cards and the area around Add to Cart, where they can do the work of building trust.
Remove The Discount Pop-Up On Landing
Drop the 10% off pop-up that fires on arrival so the first seconds of the visit go to discovering the clothing, not to weighing up a discount.
Let Shoppers Earn The Discount Through Bundles
Offer the discount when a shopper adds a matching jewellery piece or accessory to a dress, so the offer feels valuable and raises the order value at the same time.
Take The Membership Prompt Out Of The First Visit
Remove the gratitude membership prompt from landing and reintroduce it later in the journey, once the visitor has shown interest in buying.
Add Navigation By Category, Technique, Occasion And Print
Build the top menu around how people shop, with routes such as wedding guest, hand block printed and print family, so nobody has to scroll every collection to find a fit.
Build A Gift Finder That Asks Questions
Add a Find a Gift tool that asks who the gift is for and what the occasion is, then recommends pieces. A shopper who chose through it trusts the result more than a grid pick.
Create Gift Collections By Budget, Recipient And Occasion
Add gift edits split by price band, recipient and occasion, plus ready-made gift sets, so shoppers see options that fit their budget from the start.
Add Decision Cues To Every Product Card
Label cards with new, bestseller, gift ready, customer favourite or staff pick, show colour variants and review stars, so shoppers can compare pieces on the grid itself.
Expand Filters To Type, Colour, Technique, Length And Occasion
Replace the two default filters with ones that match how people choose clothing, so a shopper looking for a blue block printed midi dress gets there in a couple of clicks.
Show Delivery Dates Beside Add To Cart
Display delivery options and an expected arrival window right at the buy box, so someone shopping for a birthday or an occasion knows the order will arrive in time.
State Returns, Exchanges And Damage Cover At The Buy Box
Explain in plain words what happens if the size is wrong, the item is damaged or the shopper changes their mind, and place it next to the button where the doubt appears.
Show Model Height And The Size She Wears
Add a short line under the images giving the model's height and size, so shoppers can compare it with their own build and stop guessing.
Offer Gift Wrapping On The Product Page
Add a gift wrap option inside the buy box, which supports the gifting audience and makes the product page useful for occasions as well as personal purchases.
Add Complete The Look And Bought Together Bundles
Show matching jewellery, scarves and dupattas as a bundle with a saving, followed by a customers also bought row. This mirrors how a boutique assistant sells the full outfit.
Keep Selling Below The Buy Box
Follow the buy box with ways to wear the piece, why customers love it and storewide reviews where product reviews are thin, so the page keeps building confidence as the shopper scrolls.
The version we'd build.
The teardown in 7 lines.
- Dilli Grey's products are not the problem; the website is presenting them like a catalog when it should be selling them.
- A visitor should be able to tell what the store is, who it is for and why to trust it without scrolling past the hero.
- A discount shown the moment someone lands is a distraction, while a discount earned through a matching bundle raises the order value.
- Shoppers arrive with an occasion in mind, so the navigation should offer routes by occasion, technique, print and gift budget.
- Image, name and price alone force shoppers to compare products in their heads, and decision cues on the card do that work for them.
- Sizing, delivery timing and returns have to be answered beside Add to Cart, because that is where the hesitation happens.
- Each page has one job: the homepage builds trust and routes, the collection page helps choose, and the product page removes reasons not to buy.
Questions this audit answers.
The website acts like a catalog, not a salesman. It shows the clothing but does not help visitors find the right piece, compare options or settle their doubts before buying. The products themselves were described as strong and distinctive.
The audit concluded that the bigger opportunity is helping existing visitors feel confident enough to buy, not acquiring more traffic. Every fix in the teardown is about removing friction from the journey people already take.
It shows one image of a model in a dress. The explanation of what the store is, who it is for and why to trust it sits much further down, so a first-time visitor has to scroll to understand the brand.
It appears before the visitor has found anything they want, so it distracts from discovery and gives the discount away for nothing. The audit recommends letting shoppers earn a discount by adding a matching piece, which also raises order value.
The redesigned navigation groups the range by category, technique, occasion and print family, with a separate gifts menu by budget, recipient and occasion. A shopper looking for a wedding guest outfit or hand block printed pieces can go straight there.
It is a short guided tool that asks who the gift is for and what the occasion is, then recommends pieces based on the answers. It works like a shop assistant asking how they can help, and shoppers tend to trust a product they chose this way.
Product cards gain cues such as new, bestseller and gift ready, plus colour variants and reviews. Filters expand beyond availability and price to cover dress type, technique, length and occasion, so comparing pieces happens on the grid itself.
It does not say when the order will arrive, whether returns or exchanges are accepted, what happens if an item is damaged, or how the sizing runs. Those are the concerns that stop someone who likes the dress from clicking Add to Cart.
Shoppers compare themselves to the model to decide what size to order. Stating her height and the size she is wearing removes guesswork and makes the size choice feel safer.
By suggesting matching jewellery sets, scarves or dupattas alongside a dress and offering a saving when they are bought together. A customers also bought row adds more chances for the shopper to complete the outfit.
The store already has a good number of storewide reviews, and the audit suggests using those on product pages. The aim is to build trust in the store as a whole, not only in one specific piece.
The audit walks through Dilli Grey's homepage, a collection page and a product page. It then shows an optimised homepage, collection page and product page prepared by the design team, and finishes with next steps. The recording runs for 39 minutes.
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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.
-
Trust & credibility checkThe signals that make first-time buyers convert.
-
Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.