JAG London CRO Audit
A CRO teardown of JAG London's homepage, women's collection page and product page, followed by a redesign concept built around a kit finder, training routes and stronger trust.
Watch the full 25-minute recording.
Pressing play loads the video from YouTube — you can allow it for every teardown under cookie preferences.
What we found.
JAG London sells gym and training wear for men and women, and the site feels like a training brand as soon as the hero video plays. The products look good and the homepage splits shoppers into men and women early. The product page carries reviews, shipping costs and a cross sell, which most small stores skip. The basic instincts for conversion are already in place on the site.
The core problem is the presentation layer. In the first few seconds the homepage does not say what JAG London does, who it is for, or why anyone should trust it. Straight after the hero it starts selling with a grid of image, name and price, before any trust has been built. The store had around 500 visitors in the last 30 days, and nothing on the site guides them to the right product.
The same pattern repeats further down the funnel. The women's collection shows seven products with only an availability filter and basic sorting, so comparing pieces means opening each page in turn. The product page also behaves like a catalog, with very large images and a long scroll before the detail. The homepage shows three reviews and gives no way to read the rest.
The redesign turns each page into a guided buying path. A kit finder in the hero asks a few questions and recommends a set. The menu is organised by category, training type and line, and every page explains why JAG London is worth the price next to Temu or Amazon. The idea worth remembering is that visitors arrive interested, and the site has to help them find what they came for.
Problem, opportunity, impact
The site shows gym wear but never says what JAG London is, who it is for or why to trust it. Shoppers land on a grid of image, name and price, with no help choosing the right piece.
JAG London could become a guided gym wear store where a shopper answers a few questions, gets a matched kit, sees why the pieces are worth the price, and buys the full set rather than one item.
Visitors who arrive interested would find the right product faster, trust the brand sooner and buy kits rather than single pieces, before any money goes into the planned ad campaigns.
Scored across five dimensions.
Five dimensions, each scored out of ten.
-
01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
-
02
Mobile UX audit 70% of your traffic — judged on its own terms.
-
03
Trust & credibility check The signals that make first-time buyers convert.
-
04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
-
05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
13 issues found, 18 fixes proposed.
Hero Section Does Not Explain The Brand
The hero video tells a visitor the site is something to do with exercise or gym outfits, but it does not say what JAG London does, who it is for, or why to buy from it.
No Trust Built Before The First Product
Right after the hero the homepage starts selling, with a men and women split and then products. Nothing builds confidence in the brand before the shopper is asked to pick an item.
Homepage Product Cards Show Only The Basics
Homepage products appear as an image, a name and a price. Nothing on the card says what the piece is for, how it fits or why it is better than gym wear the visitor already owns.
Only Three Reviews With Nowhere To Go
The homepage review section shows three reviews. Clicking to see more takes the shopper nowhere, so the strongest proof the store has stops after three quotes.
Trust Badges Sit At The Bottom Of The Page
The credibility items on the homepage sit near the bottom of the screen, where most visitors never scroll, so they do little to reduce hesitation early in the visit.
Free Delivery Offer Is Underused
Free returns and free standard UK delivery over £60 appear in the top bar. The threshold is a good upsell, but nothing on the page builds on it or helps a shopper reach it.
No Guided Buying Path On The Homepage
The homepage gives no routes by training type, no finder and no kits. A visitor who wants leggings for lifting has to work out the path on their own.
Collection Page Filters Are Too Thin
The women's collection has seven products, a filter for availability only, and sorting by alphabet, price and best selling. A shopper cannot narrow by fit, size or training type.
Products Cannot Be Compared At A Glance
Collection cards show only image, name and price, so comparing pieces means opening each product page and scrolling through it. The page works as a catalog, not as a way to find a product.
Product Page Images Push Detail Down
The product page opens with very large images stacked down the page. The shopper has to scroll a long way to reach the information that would help them decide.
No Size Or Fit Guidance Near The Buy Button
The current product page gives a name, price and short description, but nothing helps a shopper choose a size or understand how leggings and tops fit before adding to cart.
Price Is Never Justified Against Cheaper Options
Nothing on the site explains why a JAG London piece is worth paying for when similar gym wear is sold more cheaply on Temu, Amazon, Etsy or eBay.
No Founder Story Or Brand Authority
The site has nothing about the person behind JAG London, so a visitor cannot tell whether it is a real training brand or a reseller.
Rewrite The Hero To Answer The Basic Questions
Use the hero to say what JAG London makes, who it is for and why to trust it, with a rating line and free UK returns plus dispatch time shown next to the main buttons.
Add A Find My Kit Quiz To The Hero
Place a Find My Kit In 60 Seconds button beside Shop Women and Shop Men. It asks about gender, training type, height and preferred fit, then recommends a matched set.
Put An Add Kit To Bag Offer In The Hero
Feature a ready made kit in the hero with a single Add Kit To Bag button, so the first purchase decision is a full outfit rather than one piece.
Rebuild The Menu Around How People Train
Organise the menu by category, price and training type. Under Women and Men, add shop by category, by how you train and by line, plus sets and kits.
Add A Start With What You Need Section
Give leggings, bra tops, tops and tanks, sets, t-shirts and shorts their own homepage tiles, so a shopper looking for one thing sees only related products.
Show Three Fabrics For Three Training Jobs
Add a section that lets visitors choose by how they train, such as heavy lifting or classes, and link each choice to the fabric and pieces made for it.
Add A Gifting Route For Gym Buddies
Add a gifting section on the homepage so visitors who are not buying for themselves can pick something for a gym partner or a family member who trains.
Explain Why JAG London Costs What It Costs
Add a section that sets JAG London against cheaper marketplace gym wear, explaining the fabric, fit and build that justify a £38 piece.
Show Dated Customer Photos From The Gym Floor
Replace the three static reviews with a section of customer photos, written reviews and dates, linked to the full review list, so the proof feels current and real.
Tell The Founder Story On The Homepage
Add a short section with a real photo of the founder and the reason JAG London exists, showing visitors a person runs it and not a drop shipper.
Give The Collection Page Training Routes
Open the women's collection with a clear heading, the piece count, a link to the finder and tiles for training types such as lifting and strength or classes.
Add Sorting By Price, Size And Fit
Let shoppers sort and filter the collection by price, size and fit guide, and by category within the same page, so seven products can be narrowed in a few clicks.
Make Each Collection Card Self Explanatory
Show the line name, a best seller badge where it applies, the review rating, price and available sizes on every card, so pieces can be compared without opening them.
Add Complete The Kit Below The Collection Grid
Under the products, suggest the matching top for the leggings in view, then add a trust section and FAQs before the footer.
Tighten The Product Page Above The Fold
Use a compact gallery with image tabs, then the name, review rating, sizes and a one line summary such as four way stretch that stays put through every squat.
Add A Size Finder And Delivery Date By The Cart Button
Put a size finder and full size chart next to Add To Cart, and show the expected delivery date, the £60 free delivery threshold, 28 day returns and dispatch time.
Reassure On Returns, Delivery And Material
Below the buy box, add short reassurance blocks on returns, delivery and fabric, then a Why Sculpt Form section explaining what sets the line apart.
Close The Product Page With Proof And FAQs
End the product page with customer photos, reviews, frequently asked questions and a You May Also Like row, so every remaining doubt is answered before the shopper leaves.
The version we'd build.
The teardown in 7 lines.
- JAG London does not need more traffic yet; it needs the visitors it already has to feel confident enough to buy.
- A homepage has a few seconds to say what the brand does, who it is for and why it can be trusted.
- Selling products before building trust makes a store look like a catalog rather than a brand.
- A collection page exists to help a shopper find the right product, not to list everything in stock.
- A kit finder that asks a few questions does the job a good shop assistant would do in person.
- Selling a full kit to one person beats selling single pieces to three different people.
- Premium gym wear has to explain why it costs more than the marketplace version, or shoppers will buy the cheaper one.
Questions this audit answers.
The homepage does not tell a visitor what the brand does, who it is for or why to trust it. The hero video sets a gym mood, but straight afterwards the site starts selling products without building any confidence first.
The audit agrees with the store's own plan to fix conversion first. Sending paid traffic to a site that does not guide shoppers to the right product would mean paying for visits that leave without buying.
The products look good, the homepage splits shoppers into men and women, and the product page includes reviews, shipping costs and a cross sell. The free UK delivery threshold over £60 is a sensible upsell. The foundations are there.
The women's collection shows seven products with only an availability filter and basic sorting. Cards show image, name and price, so a shopper has to open every product page to compare them.
It is a short quiz in the hero that asks about gender, training type, height and preferred fit. It then recommends a matched set, such as a top and sculpting leggings, that can be added to the cart straight away.
It sells kits as well as single pieces. Ready made sets appear in the hero, the menu, a Shop The Kit section and Complete The Kit prompts on the collection and product pages.
Some visitors are not shopping for themselves. A gifting route gives them a reason to buy for a gym partner or a family member who trains, rather than leaving with nothing.
It adds a section explaining why a JAG London piece is worth around £38 when cheaper gym wear exists on Temu, Amazon, Etsy and eBay. The fabric, the fit and the training each piece is built for are spelled out.
The gallery becomes compact with image tabs, and the name, rating, sizes and a one line summary sit above the fold. A size finder, delivery date, returns information and a Complete The Kit prompt sit next to the cart button, followed by a size chart, customer photos and FAQs.
It shows visitors that a real person stands behind JAG London. Without it, a new shopper cannot tell a training brand from a reseller or drop shipper.
The rating appears in the hero, and customer photos with dated reviews replace the three static quotes. Returns, delivery and material reassurance sit near every buy decision rather than at the bottom of the page.
The video runs 25 minutes. It reviews the JAG London homepage, women's collection page and a product page, then walks through a redesigned version of each one.
More teardowns from the library.
See what's quietly costing you sales.
Tell us about your store and we'll send a personalized 5-minute video showing exactly where you're losing buyers — and how to win them back.
Takes about 40 seconds. No call required.
-
5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
-
Homepage & PDP reviewWhere attention leaks and buyers hesitate.
-
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.